kotler 13e chap 4 - market research - catacutan

1

CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND

Angelo Martin B. CatacutanAteneo School of Medicine and Public

Health

www.josephdeungria.com

Top 10 Concepts

Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?

Outline:Forecasting Demand7. Forecasting and measuring demand –

why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?

Concept 1:

Why do marketing research?

Diagnostic tool

Provides marketing insights

Concept 2:

Who does marketing research?

VS

The Marketing Research Process Define Problem, Decision Alternatives, and

Research Objectives Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision

Concept 3:

How do we domarket research?

X

Simple Mnemonic:

“PAO Plans To Coll Ana To Present and Decide”

Concept 3:

How do we domarket research?

Defining the Problem, Alternatives, and Objectives

Concept 3:

How do we domarket research?

X X

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Research Approach

Research Instrument

Sampling Plan

Contact Methods Researc

hPlan

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Research Approach

Contact Methods

1° 2°

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Research Approach

•Observational•Ethnographic• FGD•Survey•Behavioral•Experimental

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Research Approach

Research Instrument

Sampling Plan

Contact Methods Researc

hPlan • Questionnaires

• Qualitative Measures• Technology

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Research Approach

Research Instrument

Sampling Plan

Contact Methods Researc

hPlan

• Probability• Non Probability

Develop Research Plan

Concept 3:

How do we domarket research?

Data Sources

Sampling Plan

Contact Methods

ResearchPlan

Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision

Concept 3:

How do we domarket research?

Seven CharacteristicsMultiple methodsResearch creativityScientific methodHealthy skepticismInterdependence of models and dataValue and cost informationEthical marketing

Concept 4:

Is your market research good enough?

REMEMBER: MRS. HIVEs!

Why companies fail to do so?

Research Structure Execution Erroneous Results Preferences

Concept 5:

How to use it well?

Measuring marketing productivity Marketing metrics

Asses marketing effects Marketing-mix Modeling

Estimate impact of marketing techniques

Concept 6:

What can you use it for?

Marketing Dashboard Structures the data gathered

Customer performance scorecard Stakeholer performance scorecard

Concept 6:

What can you use it for?

Identify market opportunities!

Concept 7:

Why forecast and measure demand?

Market Demand Company Demand

Concept 8:

What are the types of demand?

WAIT! Know first how the beak down of the market is!

Concept 8:

What are the types of demand?

Potential Market

Target Market

Penetrated Market

Market Demand Total volume bought

Company Demand Estimated share of market demand

Concept 8:

AGAIN! What are the types of demand?

Total Market Potential Area Market Potential Industry Sales Market Shares

Concept 9:

How do you estimate CURRENT Demand?

Buyers’ intentions Sales force’s input Expert opinions Past sales analysis Market testing

Concept 10:

How do you estimate FUTURE Demand?

Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?

Outline:Forecasting Demand7. Forecasting and measuring demand –

why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?

Conclusion: Market Research and Forecasting Demand

To gain insight of the market:Study itPredict what happensLook for opportunitiesAnd of course…

Carpe Diem!

30

CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND

Angelo Martin B. CatacutanAteneo School of Medicine and Public

Health

www.josephdeungria.com

Top 10 Concepts