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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2
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?
• How can companies more accurately measure and forecast demand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3
Gillette Used Extensive Market Research When Designing the Venus
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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-service
CustomSpecialty-
line
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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Step 1: Define the Problem
• Define the problem
• Specify decision alternatives
• State research objectives
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Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
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Research Approaches
ObservationObservation
Focus GroupFocus Group
SurveySurvey
Behavioral DataBehavioral Data
ExperimentationExperimentation
EthnographicEthnographic
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Research Instruments
QuestionnairesQualitative MeasuresTechnological Devices
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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
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Question Types—Dichotomous
In arranging this trip, did you contact American Airlines?
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
American Airlines
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
American Airlines’ 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 American Airlines 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 American Airlines?
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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 _____________________
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 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—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
Word AssociationWord Association
Projective TechniquesProjective Techniques
VisualizationVisualization
Brand PersonificationBrand Personification
LadderingLaddering
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Technological Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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Nielsen Outdoor Leverages GPS to Track Billboard Reach
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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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Table 4.2 Types of Samples
Probability Samples• Simple random• Stratified random• Cluster
Nonprobability Samples• Convenience• Judgment• Quota
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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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
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MarketTools’ Research Panels
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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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-35
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
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Table 4.3 Characteristics of Good Marketing Research
Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
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What is Marketing Metrics?
Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret
marketing performance.
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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• Autonomy
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What is Marketing-Mix Modeling?
Marketing-mix models analyze data from a variety of sources, such as
retailer scanner data, company shipment data, pricing, media, and
promotion spending data, to understand more precisely the effects
of specific marketing activities.
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Marketing Dashboards
• A customer-performance scorecard records how well the company is doing year after year on customer-based measures.
• A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company’s performance including employees, suppliers, banks, distributors, retailers, and stockholders.
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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• % of customers who say brand is most
preferred
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Common Measurement Paths
Customer Metrics Pathway
Unit Metrics Pathway
Cash-flow Metrics Pathway
Brand Metrics Pathway
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Figure 4.2 Marketing Measurement Pathways
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Figure 4.3 Example of a Marketing Dashboard
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The Measures of Market Demand
PotentialMarket
PenetratedMarket
TargetMarket
AvailableMarket
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Vocabulary for Demand Measurement
• Market demand
• Market forecast
• Market potential
• Company demand
• Company sales forecast
• Company sales potential
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Figure 4.4 Ninety Types of Demand Measurement
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Figure 4.5 Market Demand Functions
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Figure 4.5 Market Demand Functions
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Product Penetration Percentage
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How Can We Estimate Current Demand?
• Total market potential
• Area market potential• Market buildup method• Multiple-factor index method
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Table 4.6 Calculating Brand Development Index
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Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-54
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.
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