1. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Know the 4 Ws and H of your Market MARK ANTHONY A. VALINO 20 April 2010

2. OUTLINETHE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTING WHAT is marketing research? WHY marketing research? HOW to conduct a marketing research? WHEN to say we hit the market? WHERE to set our sights in the market?

3. Demand measurement concepts Estimating and forecasting demand OUTLINETHE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTING

6. Collection

8. Collection

9. AnalysisReporting

11. Collection

13. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? 1 2

14. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? 1 2 3

15. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? 1 2 3 4

16. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? 1 2 3 4 5

17. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? 1 2 3 4 5 6

18. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? DEFINE THE PROBLEM AND RESEARCH OBJECTIVES Define the problem 1

19. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? DEVELOP THE RESEARCH PLAN Develop the research plan 2

20. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? COLLECT THE INFORMATION Collect the info 3

21. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? ANALYZE THE INFROMATION Analyze the info 4

22. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? PRESENT THE FINDINGS Present the findings 5

23. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGHOW TO CONDUCT A MARKETING RESEARCH? MAKE THE DECISION Make the decision 6

24. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET?

25. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET?

26. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET?

27. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET?

28. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET?

29. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Metrics Consumer behavior

30. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Metrics Consumer behavior Competitors

31. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Mix Modeling Market share

32. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Mix Modeling Market share Customer satisfaction

33. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Mix Modeling Market share Customer satisfaction Employee satisfaction

34. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Metrics Stakeholder performance scorecard

35. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHEN TO SAY WE HIT THE MARKET? Marketing Metrics Stakeholder performance scorecard Customer performance scorecard

36. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHERE TO SET SIGHTS IN THE MARKET?

37. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHERE TO SET SIGHTS IN THE MARKET? MEASURE OF MARKET DEMAND POTENTIAL MARKET

38. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHERE TO SET SIGHTS IN THE MARKET? MEASURE OF MARKET DEMAND AVAILABLE MARKET

39. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHERE TO SET SIGHTS IN THE MARKET? MEASURE OF MARKET DEMAND TARGET MARKET

40. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGWHERE TO SET SIGHTS IN THE MARKET? MEASURE OF MARKET DEMAND PENETRATED MARKET

41. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGDEMAND MEASUREMENT CONCEPTS MARKET DEMAND

42. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGDEMAND MEASUREMENT CONCEPTS MARKET DEMAND MARKET FORECAST

43. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGDEMAND MEASUREMENT CONCEPTS COMPANY DEMAND MARKET DEMAND MARKET AND COMPANY SALES FORECAST

44. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGDEMAND MEASUREMENT CONCEPTS COMPANY DEMAND MARKET DEMAND COMPANY SALES POTENTIAL MARKET AND COMPANY SALES FORECAST

45. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND CURRENT DEMAND and FUTURE DEMAND

46. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING CURRENT DEMAND

47. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING CURRENT DEMAND

48. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING CURRENT DEMAND

49. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING CURRENT DEMAND

50. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING CURRENT DEMAND

51. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING FUTURE DEMAND

52. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING FUTURE DEMAND

53. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING FUTURE DEMAND

54. THE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTINGESTIMATING FUTURE AND CURRENT DEMAND ESTIMATING FUTURE DEMAND

55. OUTLINETHE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTING WHAT is marketing research? WHY marketing research? HOW to conduct a marketing research? WHEN to say we hit the market? WHERE to set our sights in the market?

56. Demand measurement concepts Estimating and forecasting demand OUTLINETHE 4 Ws and H of MARKETING RESEARCH AND DEMAND FORECASTING

57. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Know the 4 Ws and H of your Market MARK ANTHONY A. VALINO 20 April 2010