marketing research 2008
TRANSCRIPT
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MARKETING MANAGEMENT
Conducting
Marketing Research
and Forecasting
Demand
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Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision
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Step 1
• Define the problem
• Specify decision alternatives
• State research objectives
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Step 2 Develop the research Plan
Data
Sources
Contact
Methods
Research
Instruments
Sampling
Plan
Research
Approach
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Research Approaches
Observation
Focus Group
Survey
Behavioral Data
Experimentation
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Focus Group in Session
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Research Instruments
Questionnaires
Qualitative Measures
Mechanical Devices
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• Avoid negatives
• Avoid hypotheticals
• Avoid words that could
be misheard
• Use response bands
• Use mutually exclusive
categories
• Allow for “other” in fixed
response questions
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
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Question Types - Dichotomous
In arranging this trip, did you contact Air India?
Yes No
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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
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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
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Question Types – Semantic Differential
Air India
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned
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Question Types – Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
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Question Types – Rating Scale
Air India food service is _____.
Excellent
Very good
Good
Fair
Poor
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Question Types –
Intention to Buy Scale
How likely are you to purchase tickets on Air India if
in-flight Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
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Question Types –
Completely Unstructured
What is your opinion of Air India?
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Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
India _____________________
Travel ________________________
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Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________.
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Question Types –
Story Completion
“I flew Air India a few days ago. I noticed that the
exterior and interior of the plane had a very warm
feeling. This aroused in me the following thoughts
and feelings.” Now complete the story.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
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Question Types –
Picture (Empty Balloons)
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Question Types –
Thematic Apperception Test
Make up a story that reflects what you think is
happening in this picture.
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Qualitative Measures
Shadowing
Behavior mapping
Consumer journey
Camera journals
Extreme user interviews
Storytelling
Unfocused groups
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Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
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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?
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Types of Samples
Probability
• Simple random
• Stratified random
• Cluster (Area)
Nonprobability
• Convenience
• Judgment
• Quota
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Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview