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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 4 Conducting Marketing Research and Forecasting Demand. Kotler Keller. 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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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller

  2. Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.

  3. Karmaloop.com

  4. The Marketing Research Process Define the problem Develop research plan Make decision Collect information Analyze information Present findings

  5. Step 1 • Define the problem • Specify decision alternatives • State research objectives

  6. Step 2 Data Sources Research Approach Research Instruments Sampling Plan Contact Methods

  7. Marketing Research System • Data Sources Internal External Secondary Data (Already Exists) Primary Data (Freshly Gathered For A Specific Purpose)

  8. Research Approaches Observation Focus Group Survey Behavioral Data Experimentation

  9. Focus Group in Session

  10. Research Instruments • Questionnaires • Qualitative Measures • Mechanical Devices

  11. Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

  12. 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

  13. 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

  14. Question Types – Semantic Differential American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned

  15. Question Types – Importance Scale • Airline food service is _____ to me. •  Extremely important • Very important • Somewhat important • Not very important • Not at all important

  16. Question Types – Rating Scale • American Airlines’ food service is _____. •  Excellent • Very good • Good • Fair • Poor

  17. 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

  18. Question Types –Completely Unstructured What is your opinion of American Airlines?

  19. Question Types –Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

  20. Question Types –Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

  21. 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. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

  22. Question Types –Picture (Empty Balloons)

  23. Question Types – Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.

  24. Mechanical Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS

  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?

  26. Probability Simple random Stratified random Cluster Nonprobability Convenience Judgment Quota Types of Samples

  27. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview

  28. 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 Table 4.4 Marketing Metrics

  29. The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market

  30. Estimating Future Demand • Survey of Buyers’ Intentions • Composite of Sales Force Opinions • Expert Opinion • Past-Sales Analysis • Market-Test Method

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