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1) Scanning the Marketing Environment,
2) Forecasting Demand &
3) Conducting Marketing Research
Marketing ManagementA South Asian Perspective
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What is a
Marketing Information System (MIS)?
A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
MIS consist of:
a) Internal Records
b) Marketing Intelligence System
c) Marketing Research System
Information Needs Probes
What decisions do you regularly make?
What information do you need to make these
decisions?
What information do you regularly get?
What special studies do you periodicallyrequest?
What information would you want that you
are not getting now?
What are the four most helpful improvements
that could be made in the present marketing
information system?
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Internal Records andMarketing Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,Data Mining
Marketing
IntelligenceSystem
Sales
Information
System
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
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Sources of Competitive Information
Independent customer goods and service
review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviews
and expert opinions
Customer complaint sites
Public blogs
Macroenvironment
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Needs and Trends
Fad
Trend
Megatrend
Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Geographical shifts
Forecasting Demand
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The Measures of Market Demand
1. Potential
Market
4. PenetratedMarket3. TargetMarket
2. Available
Market
Vocabulary for Demand Measurement
Market demand
Market forecast
Market potential
Company demand
Company sales forecast
Company sales potential
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Ninety Types of
Demand Measurement
Market Demand Functions
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Market Demand Functions
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
Estimating Future Demand
Survey of Buyers Intentions
Composite of Sales Force Opinions
Expert Opinion Past-Sales Analysis
Market-Test Method
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Marketing Research
Extensive Market Research before
launching the product
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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.
Types of Marketing Research Firms
Syndicated-
Service
Marketing
Research Firms
Custom
Marketing
Research Firms
Specialty-
LineMarketing
Research Firms
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision
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
Contact
Methods
Research
Instruments
Sampling
Plan
Research
Approach
Data Sources
Internal External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)
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Types of Research
Exploratory
Descriptive
Causal
Research Approaches
Observation
Focus Group
Survey
Behavioral Data
Experimentation
Ethnographic
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Focus Group in Session
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
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Questionnaire Dos and Donts
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 fixedresponse questions
Question TypesDichotomous
In arranging this trip, did you contact
American Airlines?
Yes No
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Question TypesMultiple 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
Question TypesLikert 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 TypesSemantic Differential
American Airlines
Large ....Small
Experienced..Inexperienced
Modern...Old-fashioned
Question TypesImportance 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 TypesRating Scale
American Airlines food service is _____.
Excellent
Very good
Good
Fair
Poor
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 TypesCompletely
Unstructured
What is your opinion of American Airlines?
Question TypesWord 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:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
Question TypesStory 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 TypesPicture
(Empty Balloons)
Question TypesThematic
Apperception Test
Make up a story that reflects what you think is
happening in this picture.
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Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
Technological Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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Nielsen Outdoor Leverages GPS to
Track Billboard Reach
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 Samples
Simple random
Stratified random
Cluster
Nonprobability Samples
Convenience
Judgment
Quota
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
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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