Kotler04_media.ppt 2256KB Aug 31 2008 09:51:40 PM

MARKETING MANAGEMENT

12th _edition

4

Conducting

Marketing Research

and Forecasting

Demand

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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?

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Build-A-Bear

Workshop makes

the most of

“interactive

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Marketing Research Defined

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Types of Marketing Research Firms

Syndicated-service Custom

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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

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Step 1

• Define the problem

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Research Instruments



Questionnaires

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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

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Question Types - Dichotomous

In arranging this trip, did you contact American Airlines?

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Question Types – Multiple Choice

With whom are you traveling on this trip?

 No one  _Spouse

 _{Spouse and children}  _{Children only}

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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

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Question Types – Semantic Differential

American Airlines

Large ………...……….Small

Experienced……….………….Inexperienced

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Question Types – Importance Scale

Airline food service is _____ to me.

 Extremely important  _{Very important}

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Question Types – Rating Scale

American Airlines’ food service is _____.

 Excellent  _{Very good}  _Good

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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}

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Question Types –

Completely Unstructured

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Question Types –

Word Association

What is the first word that comes to your mind when you hear the following?

Airline ________________________ American _____________________

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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 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.

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Question Types –

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Question Types –

Thematic Apperception Test

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Qualitative Measures

Shadowing Shadowing Behavior mapping Behavior mapping Consumer journey Consumer journey Camera journals Camera journals

Extreme user interviews Extreme user interviews

Storytelling Storytelling

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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?

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Types of Samples

Probability

• Simple random

• Stratified random

• Cluster

Nonprobability

• Convenience

• Judgment

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Contact Methods

Mail Questionnaire

Telephone Interview

Personal Interview

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Characteristics of Good

Marketing Research



Scientific method



Research creativity



Multiple methods



Interdependence



Value and cost of information



Healthy skepticism

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Table 4.4 Marketing Metrics

External

• Awareness • Market share • Relative price

• Number of complaints • Customer satisfaction • Distribution

• Total number of customers

• Loyalty

Internal

• Awareness of goals • Commitment to goals • Active support

• Resource adequacy • Staffing levels

• Desire to learn

• Willingness to change • Freedom to fail

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Table 4.5 Sample

Customer-Performance Scorecard Measures

• % of new customers to average # • % of lost customers to average #

• % of win-back customers to average #

• % of customers in various levels of satisfaction • % of customers who would repurchase

• % of target market members with brand recall

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Sales Analysis

Micro-Sales

Analysis

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Market Share Analysis

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Marketing-Profitability Analysis

Step 1: Identifying Functional Expenses

Step 2: Assigning Functional Expenses to Marketing Entities

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Table 4.6

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Distinguishing Types of Costs

Direct

Nontraceable

common

Traceable

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Gladware uses

marketing-mix

modeling to test

advertising

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The Measures of Market Demand

Potential Market

Penetrated Market Target

Market

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Figure 4.5

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Figure 4.5

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Estimating Current Demand

• Total market potential

• Area market potential

– Market buildup method

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Table 4.10 Calculating

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Estimating Future Demand

• Survey of Buyers’ Intentions

• Composite of Sales Force Opinions

• Expert Opinion

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Purchase Probability Scale

Do you intend to buy an automobile within the next 6 months?

0.00 No

0.20 Slight possibility

0.40 Fair possibility 0.60 Good possibility

0.80 High possibility

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Marketing Debate



What is the best type of marketing

research?

Take a position:

1. Marketing research should be

quantitative.

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Marketing Discussion

When was the last time you

participated in a survey? How helpful

do you think was the information

you provided? Could the research