Download - Marketing Management Session 7-8-9
![Page 1: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/1.jpg)
Conducting Marketing Research and
Forecasting Demand
![Page 2: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/2.jpg)
ITC Used Extensive Market Research before launching the
Sunfeast range of biscuits
![Page 3: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/3.jpg)
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.
![Page 4: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/4.jpg)
Types of Marketing Research Firms
Syndicated-service
CustomSpecialty-
line
![Page 5: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/5.jpg)
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
![Page 6: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/6.jpg)
Step 1: Define the Problem
• Define the problem
• Specify decision alternatives
• State research objectives
![Page 7: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/7.jpg)
Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
![Page 8: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/8.jpg)
Research ApproachesObservationObservation
Focus GroupFocus Group
SurveySurvey
Behavioral DataBehavioral Data
ExperimentationExperimentation
EthnographicEthnographic
![Page 9: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/9.jpg)
Focus Group in Session
![Page 10: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/10.jpg)
Research Instruments
QuestionnairesQualitative MeasuresTechnological Devices
![Page 11: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/11.jpg)
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
![Page 12: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/12.jpg)
Question Types—Dichotomous
In arranging this trip, did you contact American Airlines?
Yes No
![Page 13: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/13.jpg)
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
![Page 14: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/14.jpg)
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
![Page 15: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/15.jpg)
Question Types—Semantic DifferentialAmerican Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
![Page 16: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/16.jpg)
Question Types—Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
![Page 17: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/17.jpg)
Question Types—Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
![Page 18: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/18.jpg)
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
![Page 19: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/19.jpg)
Question Types—Completely Unstructured
What is your opinion of American Airlines?
![Page 20: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/20.jpg)
Question Types—Word Association
What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
![Page 21: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/21.jpg)
Question Types—Sentence Completion
When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
![Page 22: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/22.jpg)
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. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
![Page 23: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/23.jpg)
Question Types—Picture (Empty Balloons)
![Page 24: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/24.jpg)
Question Types—Thematic Apperception Test
Make up a story that reflects what you think is happening in this picture.
![Page 25: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/25.jpg)
Qualitative Measures
Word AssociationWord Association
Projective TechniquesProjective Techniques
VisualizationVisualization
Brand PersonificationBrand Personification
LadderingLaddering
![Page 26: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/26.jpg)
Technological Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
![Page 27: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/27.jpg)
Nielsen Outdoor Leverages GPS to Track Billboard Reach
![Page 28: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/28.jpg)
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?
![Page 29: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/29.jpg)
Types of Samples
Probability Samples• Simple random• Stratified random• Cluster
Nonprobability Samples• Convenience• Judgment• Quota
![Page 30: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/30.jpg)
Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
![Page 31: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/31.jpg)
Pros and Cons of Online Research
Advantages• Inexpensive• Fast• Accuracy of data,
even for sensitive questions
• Versatility
Disadvantages• Small samples• Skewed samples• Technological
problems • Inconsistencies
![Page 32: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/32.jpg)
What is a Marketing Decision Support
System (MDSS)?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.
![Page 33: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/33.jpg)
Barriers Limiting the Use of Marketing Research
• A narrow conception of the research
• Uneven caliber of researchers
• Poor framing of the problem
• Late and occasionally erroneous findings
• Personality and presentational differences
![Page 34: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/34.jpg)
Typical Problems in Rural Research
• Low literacy levels require innovations in questionnaire design scales
• Wide geographical dispersion requires long travels
• A large number of languages and dialects, requiring multiple translations
• Non-availability of working population at normal places of residence
• Poor access to women respondents• Villages layout based on caste lines,
requiring innovative sampling
![Page 35: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/35.jpg)
Characteristics of Good Marketing Research
Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
![Page 36: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/36.jpg)
Marketing Debate
What is the best type of marketing research?
Take a position:1. Marketing research should be quantitative.
or
2. Marketing research should be qualitative.
![Page 37: Marketing Management Session 7-8-9](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b554464a7959b92c8b46c4/html5/thumbnails/37.jpg)
Marketing Discussion
When was the last time you participated in a survey?
How helpful do you think the information you provided was?
Could the research have been done differently?