Download KotlerMM_ch04 - U of L Class Index

MARKETING MANAGEMENT
Conducting
Marketing Research
and Forecasting
Demand
4-1
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Make
decision
Present findings
4-2
Research Flowchart
Understanding
of problem
Poor
EXPLORATORY or
SECONDARY
RESEARCH
No
OBSERVATIONAL
RESEARCH
No
FOCUS GROUPS
Good
Objective
answers by
asking?
Yes
Need estimates
of prevalence?
Yes
SURVEY
Market Demand Functions
4-4
Market Demand Functions
4-5
Product Penetration Percentage
4-6
Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method
4-7
Activity
1. What does Fisher-Price need to know?
2. How should they find that out?
(What type of research)?
3. What should they observe,
ask, or measure?
4-8