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MARKETING MANAGEMENT

Conducting

Marketing Research

and Forecasting

Demand

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Marketing Research is a

Systematic design, collection,

analysis, and reporting of data

and findings relevant to a specific

marketing situation facing a company.

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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make

decision

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Steps involved in MarketingResearch

Data

Sources

ContactMethodsResearch

InstrumentsSampling

Plan

Research

Approach

STEP 2

Define the problem

Specify decision alternatives

State research objectives

STEP 1

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Research Approaches

Observation

Focus Group

Survey

Behavioral Data

Experimentation

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Research Instruments

QuestionnairesQualitative MeasuresMechanical Devices

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Question Types MultipleChoice

With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group

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Question Types LikertScale

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

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Kingfisher Airlines

Large ....Small

Experienced..Inexperienced

Modern...Old-fashioned

Question Types SemanticDifferential

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Question Types Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

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Question Types RatingScale

Kingfisher Airlines food service is _____.

Excellent

Very good

Good

Fair

Poor

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Question Types Intention to Buy Scale

How likely are you to purchase tickets on

Kingfisher Airlines if in-flight Internet access were

available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

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Question Types Completely Unstructured

What is your opinion of Kingfisher Airlines?

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Question Types WordAssociation

What is the first word that comes to your mind

when you hear the following?

Airline ________________________

Kingfisher _____________________

Travel ________________________

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Question Types

Sentence Completion

When I choose an airline, the most important

consideration in my decision is:

_________________________________________

__________________________________________________________________________________

_________________________________________

_________________________________________

___________________________________.

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Question Types

Story Completion

I flew Kingfisher a few days ago. I noticed that the

exterior and interior of the plane had very bright

colors. This aroused in me the following thoughts

and feelings. Now complete the story._________________________________________

_________________________________________

_________________________________________

__________________________________________________________________________________

___________________________________

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Question Types

Picture (Empty Balloons)

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Sampling Plan

Sampling unit: Who is to be surveyed?

Sample size: How many people should besurveyed?

Sampling procedure: How should the

respondents be chosen?

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Types of Samples

Probability

Simple random

Equal chance Stratified random

Exclusive groups

Cluster Based on areagroups

Non probability

Convenience

Most accessible Judgment

Good prospects

Quota From differentcategories

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Contact Methods

Mail Questionnaire

TelephoneInterview

Personal

Interview

OnlineInterview

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The Measures of Market Demand

Potential

Market

Penetrated

Market

Target

Market

Available

Market

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Demand Measurement

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Market Demand Functions

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Market Demand Functions

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Estimating Current Demand

Total market potential

Total market potential=potential no of

buyers*avg quantity purchased by a buyer*price Area market potential

Market buildup method

Multiple-factor index method Brand development index

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Calculating Brand Development Index

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Estimating Future Demand

Survey of Buyers Intentions

Composite of Sales Force Opinions

Expert Opinion Past-Sales Analysis

Market-Test Method