MARKETING MANAGEMENT

Conducting

Marketing Research

and Forecasting

Demand

4-2

Marketing Research Defined

Systematic design, collection,

analysis, and reporting of data

and findings relevant to a specific

marketing situation facing a company.

4-3

The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make

decision

4-4

Step 1

• Define the problem

• Specify decision alternatives

• State research objectives

4-5

Step 2 Develop the research Plan

Data

Sources

Contact

Methods

Research

Instruments

Sampling

Plan

Research

Approach

4-6

Research Approaches

Observation

Focus Group

Survey

Behavioral Data

Experimentation

4-7

Focus Group in Session

4-8

Research Instruments

Questionnaires

Qualitative Measures

Mechanical Devices

4-9

• Avoid negatives

• Avoid hypotheticals

• Avoid words that could

be misheard

• Use response bands

• Use mutually exclusive

categories

• Allow for “other” in fixed

response questions

Questionnaire Do’s and Don’ts

• Ensure questions are

free of bias

• Make questions simple

• Make questions specific

• Avoid jargon

• Avoid sophisticated

words

• Avoid ambiguous words

4-10

Question Types - Dichotomous

In arranging this trip, did you contact Air India?

Yes No

4-11

Question Types – Multiple Choice

With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group

4-12

Question Types – Likert Scale

Indicate your level of agreement with the following

statement: Small airlines generally give better

service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

4-13

Question Types – Semantic Differential

Air India

Large ………………………………...…………….Small

Experienced………………….………….Inexperienced

Modern………………………..………….Old-fashioned

4-14

Question Types – Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

4-15

Question Types – Rating Scale

Air India food service is _____.

Excellent

Very good

Good

Fair

Poor

4-16

Question Types –

Intention to Buy Scale

How likely are you to purchase tickets on Air India if

in-flight Internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

4-17

Question Types –

Completely Unstructured

What is your opinion of Air India?

4-18

Question Types –

Word Association

What is the first word that comes to your mind

when you hear the following?

Airline ________________________

India _____________________

Travel ________________________

4-19

Question Types –

Sentence Completion

When I choose an airline, the most important

consideration in my decision is:

________________________________________

________________________________________

________________________________________

________________________________________

________________________________________

________________________________________.

4-20

Question Types –

Story Completion

“I flew Air India a few days ago. I noticed that the

exterior and interior of the plane had a very warm

feeling. This aroused in me the following thoughts

and feelings.” Now complete the story.

________________________________________

________________________________________

________________________________________

________________________________________

________________________________________

________________________________________

4-21

Question Types –

Picture (Empty Balloons)

4-22

Question Types –

Thematic Apperception Test

Make up a story that reflects what you think is

happening in this picture.

4-23

Qualitative Measures

Shadowing

Behavior mapping

Consumer journey

Camera journals

Extreme user interviews

Storytelling

Unfocused groups

4-24

Mechanical Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

4-25

Sampling Plan

• Sampling unit: Who is to be surveyed?

• Sample size: How many people should be

surveyed?

• Sampling procedure: How should the

respondents be chosen?

4-26

Types of Samples

Probability

• Simple random

• Stratified random

• Cluster (Area)

Nonprobability

• Convenience

• Judgment

• Quota

4-27

Contact Methods

Mail Questionnaire

Telephone

Interview

Personal

Interview

Online

Interview