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1、MARKETING MANAGEMENT12th edition,4 Conducting Marketing Research and Forecasting Demand,KotlerKeller,1,Chapter Questions,What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures
2、? How can companies more accurately measure and forecast demand?,2,Marketing Research Defined,Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.,3,Types of Marketing Research Firms,Syndicated Custom Specialty-line,
3、4,The Marketing Research Process,Define the problem Develop the research plan Collect information Analyze information Present findings Make decision,5,Step 1,Define the problem Specify decision alternatives State research objectives,6,Step 2,Data sources Research approach Research instruments Sampli
4、ng plan Contact methods,7,Research Approaches,Observation Focus group Survey Behavioral Data Experimentation,8,Research Instruments,Questionnaires Qualitative Measures Mechanical Devices,9,Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusiv
5、e categories Allow for “other” in fixed response questions,Questionnaire Dos and Donts,Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words,10,Question Types - Dichotomous,In arranging this trip, did you contact
6、American Airlines? Yes No,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,12,Question Types Likert Scale,Indicate your level of agreement with the following state
7、ment: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree,13,Question Types Semantic Differential,American Airlines Large .Small Experienced.Inexperienced Modern.Old-fashioned,14,Question Types Importance Scale,Airl
8、ine food service is _ to me. Extremely important Very important Somewhat important Not very important Not at all important,15,Question Types Rating Scale,American Airlines food service is _. Excellent Very good Good Fair Poor,16,Question Types Intention to Buy Scale,How likely are you to purchase ti
9、ckets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy,17,Question Types Completely Unstructured,What is your opinion of American Airlines?,18,Question Types Word Association,What is the first word that comes t
10、o your mind when you hear the following? Airline _ American _ Travel _,19,Question Types Sentence Completion,When I choose an airline, the most important consideration in my decision is: _.,20,Question Types Story Completion,“I flew American a few days ago. I noticed that the exterior and interior o
11、f the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _,21,Question Types Picture (Empty Balloons),22,Qualitative Measures,Shadowing Behavior mapping Consumer journey Camera journals Extreme user interviews Storytelling Unfocused groups,
12、23,Mechanical Devices,Galvanometers Tachistoscope Eye cameras Audiometers GPS,24,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?,25,Types of Samples,Probability Simple random Stratified ran
13、dom Cluster,Nonprobability Convenience Judgment Quota,26,Contact Methods,Mail questionnaire Telephone interview Personal interview Online interview,27,Characteristics of Good Marketing Research,Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healt
14、hy skepticism Ethical marketing,28,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,29,Table 4.5 Sample Customer-Performance Scorecard Measures,% of new customers to average # % of lost customers to average # % of win-back customers to a
