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1、MARKETING MANAGEMENT 12th edition4 Conducting Marketing Research and Forecasting DemandKotlerKeller1Chapter QuestionsnWhat constitutes good marketing research?nWhat are good metrics for measuring marketing productivity?nHow can marketers assess their return on investment of marketing expenditures?nH
2、ow can companies more accurately measure and forecast demand?2Marketing Research DefinedSystematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.3Types of Marketing Research FirmsnSyndicatednCustomnSpecialty-line4The Mark
3、eting Research ProcessnDefine the problemnDevelop the research plannCollect informationnAnalyze informationnPresent findingsnMake decision5Step 1nDefine the problemnSpecify decision alternativesnState research objectives6Step 2nData sourcesnResearch approachnResearch instrumentsnSampling plannContac
4、t methods7Research ApproachesnObservationnFocus groupnSurveynBehavioral DatanExperimentation8Research InstrumentsnQuestionnairesnQualitative MeasuresnMechanical Devices9nAvoid negativesnAvoid hypotheticalsnAvoid words that could be misheardnUse response bandsnUse mutually exclusive categoriesnAllow
5、for “other” in fixed response questionsQuestionnaire Dos and DontsnEnsure questions are free of biasnMake questions simplenMake questions specificnAvoid jargonnAvoid sophisticated wordsnAvoid ambiguous words10Question Types - DichotomousIn arranging this trip, did you contact American Airlines? Yes
6、No11Question Types Multiple ChoiceWith whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group12Question Types Likert ScaleIndicate your level of agreement with the following statement: Small airlines generall
7、y give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree13Question Types Semantic DifferentialAmerican AirlinesLarge .SmallExperienced.InexperiencedModern.Old-fashioned14Question Types Importance ScaleAirline food service is _ to me. Extremely
8、 important Very important Somewhat important Not very important Not at all important15Question Types Rating ScaleAmerican Airlines food service is _. Excellent Very good Good Fair Poor16Question Types Intention to Buy ScaleHow likely are you to purchase tickets on American Airlines if in-flight Inte
9、rnet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy17Question Types Completely UnstructuredWhat is your opinion of American Airlines?18Question Types Word AssociationWhat is the first word that comes to your mind when you hear the following?Airline _A
10、merican _Travel _19Question Types Sentence CompletionWhen I choose an airline, the most important consideration in my decision is: _ _ _ _ _ _.20Question 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
11、in me the following thoughts and feelings.” Now complete the story. _ _ _ _ _ _21Question Types Picture (Empty Balloons)22Qualitative MeasuresnShadowingnBehavior mappingnConsumer journeynCamera journalsnExtreme user interviewsnStorytellingnUnfocused groups 23Mechanical DevicesnGalvanometersnTachisto
12、scopenEye camerasnAudiometersnGPS24Sampling PlannSampling unit: Who is to be surveyed?nSample size: How many people should be surveyed?nSampling procedure: How should the respondents be chosen?25Types of SamplesProbabilitynSimple randomnStratified randomnClusterNonprobabilitynConveniencenJudgmentnQu
13、ota26Contact MethodsnMail questionnairenTelephone interviewnPersonal interviewnOnline interview27Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing28Table 4.4 Marketing M
14、etricsnExternalnAwarenessnMarket sharenRelative pricenNumber of complaintsnCustomer satisfactionnDistributionnTotal number of customersnLoyaltynInternalnAwareness of goalsnCommitment to goalsnActive supportnResource adequacynStaffing levelsnDesire to learnnWillingness to changenFreedom to failnAutonomy29Table 4.5 Sample Customer- Performance Scorecard Measuresn% of new custome
