Download File - MBA 649 Marketing management

LECTURE 4
CONDUCTING
MARKETING RESEARCH AND
FORECASTING DEMAND
MBA 649 : Marketing Management
M Wahidul Islam
Fall 2014
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
Marketing research is the systematic design,
collection, analysis, and reporting of data and
findings relevant to a specific marketing
situation facing the company.
4-2
WHAT IS MARKETING RESEARCH?
Formal Marketing Research
Engaging students or professors and carry out
projects
Using the internet
Checking out rivals
Tapping into marketing partner expertise
• These firms gather consumer &
trade information which they sell
for a fee
Custom
marketing
research firms
• These firms are hired to carry out
specific projects. They design the
study and report the findings
Specialty-line
marketing
research firms
• These firms provide specialized
research services
4-4
Syndicatedservice research
firms
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
TYPES OF MARKETING RESEARCH FIRMS
THE MARKETING
RESEARCH PROCESS
Analyze the
information
Collect the
information
Develop the
research
plan
Define the
problem
•Data sources
•Research
Approaches
•Research
•Instruments
•Sampling Plan
•Contact
Methods
Present the
findings
Define the problem

Specify decision alternatives

State research objectives
4-6

Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
STEP 1: DEFINE THE PROBLEM
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
4-7
Data
Sources
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
STEP 2: DEVELOP THE RESEARCH PLAN

Primary data

Secondary data
4-8
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
DATA SOURCES
Observation
4-9
Ethnographic
Focus Group
Survey
Behavioral Data
Experimentation
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
RESEARCH APPROACHES
FOCUS GROUP IN SESSION
Copyright © 2009 Pearson Education,
Inc. Publishing as Prentice Hall
4-10
4-11
Questionnaires
Qualitative Measures
Technological Devices
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
RESEARCH INSTRUMENTS
Avoid negatives
 Avoid hypotheticals
 Avoid words that
could be misheard
 Use response bands
 Use mutually
exclusive categories
 Allow for “other” in
fixed response
questions

4-12
Ensure questions are
free of bias
 Make questions
simple
 Make questions
specific
 Avoid jargon
 Avoid sophisticated
words
 Avoid ambiguous
words

Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
QUESTIONNAIRE DO’S AND DON’TS
1-13
1-14
4-15
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
QUESTION TYPES—PICTURE
(EMPTY BALLOONS)
4-16
Make up a story that reflects what you think is
happening in this picture.
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
QUESTION TYPES—THEMATIC
APPERCEPTION TEST
Projective Techniques
Visualization
Brand Personification
Laddering
4-17
Word Association
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
QUALITATIVE MEASURES
TECHNOLOGICAL DEVICES
Galvanometers
Eye cameras
Audiometers
GPS
Copyright © 2009 Pearson Education,
Inc. Publishing as Prentice Hall
4-18
Tachistoscope
NIELSEN OUTDOOR LEVERAGES GPS
TO TRACK BILLBOARD REACH
Copyright © 2009 Pearson Education,
Inc. Publishing as Prentice Hall
4-19
4-20



Sampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents be
chosen?
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
SAMPLING PLAN
Nonprobability Samples
 Convenience
 Judgment
 Quota
4-21
Probability Samples
 Simple random
 Stratified random
 Cluster
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
TABLE 4.2 TYPES OF SAMPLES
CONTACT METHODS
Mail Questionnaire
Personal
Interview
Online
Interview
Copyright © 2009 Pearson Education,
Inc. Publishing as Prentice Hall
4-22
Telephone
Interview
Disadvantages
 Small samples
 Skewed samples
 Technological
problems
 Inconsistencies
4-23
Advantages
 Inexpensive
 Fast
 Accuracy of data, even
for sensitive questions
 Versatility
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
PROS AND CONS OF ONLINE RESEARCH
4-24
A marketing decision support system is a
coordinated collection of data, systems, tools, and
techniques with supporting hardware and software
by which an organization gathers and interprets
relevant information from business and
environment and turns it into a basis for
marketing action.
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
WHAT IS A
MARKETING DECISION SUPPORT SYSTEM
(MDSS)?
4-25
A narrow conception of the research
 Uneven caliber of researchers
 Poor framing of the problem
 Late and occasionally erroneous findings
 Personality and presentational differences

Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
BARRIERS LIMITING THE USE OF
MARKETING RESEARCH
Copyright © 2009 Pearson Education,
Inc. Publishing as Prentice Hall
4-26
To better understand what people thought of Cheetos snacks,
researchers dressed up as the brand’s Chester Cheetah character and
interacted with consumers in the street.
REFERENCES

Chapter 3 – Scanning the marketing
environment, forecasting demand and conducting
marketing research

Kotler, Philip, Keller, Kevin L., Koshy, Abraham and
Jha, Mithileshwar (2013-14) Marketing Management:
A South Asian Perspective (14thEdition) Pearson
Education Inc