Download Kotler_MM_13e_Overheads_04

4
Conducting
Marketing Research and
Forecasting Demand
Marketing Management, 13th ed
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?
• How can companies more accurately
measure and forecast demand?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-2
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Make
decision
Present findings
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-3
Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-4
Research Approaches
Observation
Ethnographic
Focus Group
Survey
Behavioral Data
Experimentation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-5
Questionnaire Do’s and Don’ts
• Ensure questions are
free of bias
• Make questions simple
• Make questions specific
• Avoid jargon
• Avoid sophisticated
words
• Avoid ambiguous words
• Avoid negatives
• Avoid hypotheticals
• Avoid words that could
be misheard
• Use response bands
• Use mutually exclusive
categories
• Allow for “other” in fixed
response questions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-6
Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-7
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-8
Table 4.2 Types of Samples
Probability Samples
• Simple random
• Stratified random
• Cluster
Nonprobability Samples
• Convenience
• Judgment
• Quota
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-9
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-10
Table 4.3 Characteristics of
Good Marketing Research
 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-11
Table 4.4 Marketing Metrics
External
Internal
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
• Loyalty
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-12
Common Measurement Paths
Customer Metrics Pathway
Unit Metrics Pathway
Cash-flow Metrics Pathway
Brand Metrics Pathway
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-13
Figure 4.2 Marketing Measurement
Pathways
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-14
Figure 4.3 Example of a
Marketing Dashboard
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-15
The Measures of Market Demand
Potential
Market
Available
Market
Target
Market
Penetrated
Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-16
Figure 4.4 Ninety Types of
Demand Measurement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-17
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-18
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-19
Table 4.6 Calculating
Brand Development Index
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-20