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CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND

Zarah Katrina C. AdeaAteneo Graduate School of Business

Top 10 Concepts

Visual Edition

Outline: Conducting Marketing Research and Forecasting Demand

1. Why conduct marketing research?2. 7 Characteristics of good marketing

research3. Market Research process – 6 Steps4. Data sources – Primary or Secondary?5. Research approaches &

instruments

Outline: Conducting Marketing Research and Forecasting Demand

6. How to get primary data?7. 2 Measures of market productivity8. Market and Company Demand9. Market segments 10. Estimating current &

future demand

Concept 1: Why do companies marketing research?

Insights

Market

Concept 2: 7 Characteristics of a good marketing research

7 Continents

Market

Insights

Concept 3: Market Research Process involves 6 steps

6 steps

7 Characteristics

Market

Insights

Concept 4: What kind of data to gather?

Primary

Secondary

6 steps

Market

Insights

7 Characteristics

Concept 5: Research Approaches & Instruments

5 ApproachesInstruments

6 steps

Primary

Secondary

7 Characteristics

Market

Insights

Concept 6: How to get primary data? (Sampling & Contact methods)

Research Approaches &

Instruments

Data sources

6 Steps

Select sample

Online

Interview Phone

Mail

Insights

Market

Concept 7: Measuring of Market Productivity

Research Approaches &

Instruments

Data sources

6 StepsSample

Online

Interview

Phone

Mail

Insights

Market

Board

Justify

Concept 8: Types of Demand

Research Approaches & Instruments

Data sources

6 Steps

Select sample

Online

Interview

Phone

Mail

Insights

Market

Marketing dashBoard

50% offMarket

Demand

Company

Demand

Concept 9: Market Segments

Research Approach & Instruments

Data sources

6 Steps

Select sample

Online

Interview

Phone

Mail

Insights

Market

Marketing dashBoard

50% offMarket

Demand

Company Demand

Concept 10: Estimating Current & Future Demand

Research Approach & Instruments

Data sources

6 Steps

Select sample

Online

Interview

Phone

Mail

Insights

Market

Marketing dashBoard

50% offMarket

Demand

Company Demand

$

Sales Forecast

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CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND

Zarah Katrina C. AdeaAteneo Graduate School of Business

Top 10 Concepts

Visual Edition