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MARKETING MANAGEMENT12th edition
4 Conducting
Marketing Research and Forecasting
Demand
Kotler Keller
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Marketing Research Defined
Systematic design, collection, analysis, and reporting of data
and findings relevant to a specific marketing situation facing a company.
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4-3
Karmaloop.com
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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4-5
Step 1
• Define the problem• Specify decision alternatives• State research objectives
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Step 2
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
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4-7
Marketing Research System• Data Sources
Internal External
Secondary Data(Already Exists)
Primary Data(Freshly GatheredFor A Specific Purpose)
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Research Approaches
Observation
Focus Group
Survey
Behavioral Data
Experimentation
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4-9
Focus Group in Session
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Research Instruments
QuestionnairesQualitative MeasuresMechanical Devices
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4-11
Question Types - Dichotomous
In arranging this trip, did you contact American Airlines?
Yes No
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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
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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
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Question Types – Semantic Differential
American Airlines
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned
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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 – Rating Scale
American 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 American 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 American Airlines?
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Question Types –Word Association
What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
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 American 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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Question Types –Thematic Apperception Test
Make up a story that reflects what you think is happening in this picture.
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Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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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?
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Types of Samples
Probability• Simple random• Stratified random• Cluster
Nonprobability• Convenience• Judgment• Quota
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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Table 4.4 Marketing Metrics
External• Awareness• Market share• Relative price• Number of complaints• Customer satisfaction• Distribution• Total number of
customers• Loyalty
Internal• Awareness of goals• Commitment to goals• Active support• Resource adequacy• Staffing levels• Desire to learn• Willingness to change• Freedom to fail• Autonomy
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The Measures of Market Demand
PotentialMarket
PenetratedMarket
TargetMarket
AvailableMarket
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Estimating Future Demand
• Survey of Buyers’ Intentions• Composite of Sales Force Opinions• Expert Opinion• Past-Sales Analysis• Market-Test Method
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