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Collecting Information
and
Forecasting Demand
A Framework for Marketing Management
International Edition
Chapter Questions
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What are the components of a modern
marketing information system?
How can companies collect marketing
intelligence?
What constitutes good marketing research?
How can marketers accurately measure
and forecast demand?
What are some influential developments in
the macroenvironment?
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What is a
Marketing Information System?
A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
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Internal Records and
Marketing Intelligence
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Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
Marketing intelligence system
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What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific marketing
situation facing the company.
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Types of Marketing Research Firms
Syndicated
Custom
Specialty-line
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The Marketing Research Process
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Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make decision
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Step 1: Define the Problem
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Define the problem
Specify decision alternatives
State research objectives
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Types of Research
Exploratory
Descriptive
Causal
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Step 2: Develop the Research Plan
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Data sources
Research approach
Research instruments
Sampling plan
Contact methods
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Database Management
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Data sources
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Research Approaches
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Observational and ethnographic
Focus group
Survey
Behavioral
Experimental
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Focus Groups
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Research Instruments
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Questionnaires
Qualitative Measures
Technological Devices
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Qualitative Techniques
Word Associations
Visualization
Projective Techniques
Laddering
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Sampling Plan
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Sampling unit: Who is to be surveyed?
Sample size: How many people should be
surveyed?
Sampling procedure: How should the
respondents be chosen?
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Contact Methods
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Forecasting and
Demand Measurement
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How can we measure market demand?
 Potential market
 Available market
 Target market
 Penetrated market
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A Vocabulary for
Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
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Estimating Current Demand:
Total Market Potential
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Calculations
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Multiple potential
number of buyers by
average quantity each
purchases times price
Chain-ratio method
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Estimating Current Demand:
Area Market Potential
Market-Buildup
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Estimating Current Demand:
Area Market Potential
Multiple-Factor Index
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Estimating Future Demand
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Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
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Major Forces in the Environment
Demographic
Political-legal
Economic
Technological
Socio-cultural
Natural
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Population and Demographics
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Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
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Perspective on the Global
Demographic Environment
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Economic Environment
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Economic Environment and
Consumer Psychology
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Income Distribution
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Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
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Social-Cultural Environment
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Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
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Natural Environment
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Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
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Technological Environment
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Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
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The Political-Legal Environment
Business Legislation
Growth of Special Interest Groups
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For Review
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What are the components of a modern
marketing information system?
How can companies collect marketing
intelligence?
What constitutes good marketing research?
How can marketers accurately measure and
forecast demand?
What are some influential developments in the
macroenvironment?
Copyright © 2012 Pearson Education
3-36