4

Conducting
Marketing Research and
Forecasting Demand

Marketing Management, 13th ed

 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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 The Marketing Research Process

Define the problem

Develop research plan

Collect information Make

decision
Analyze information

Present findings

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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 Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods

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 Data Sources
Internal External

Secondary Data
(Already Exists)

Primary Data
(Freshly Gathered
For A Specific Purpose)

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 Research Approaches
Observation
Observation

Ethnographic
Ethnographic

Focus
Focus Group
Group

Survey
Survey

Behavioral
Behavioral Data
Data

Experimentation
Experimentation
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 Focus Group in Session

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 Research Instruments

Questionnaires
Qualitative Measures
Technological Devices

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 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

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

 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

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 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

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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 TypesCompletely
Unstructured

What is your opinion of American Airlines?

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 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:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.

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 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)

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 Question TypesThematic
Apperception Test

Make up a story that reflects what you think is

happening in this picture.
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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 Nonprobability Samples

Simple random Convenience
Stratified random Judgment
Cluster Quota

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 Contact Methods

Mail Questionnaire

Telephone
Interview

Personal
Interview

Online
Interview
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 Pros and Cons of Online Research

Advantages Disadvantages
Inexpensive Small samples
Fast Skewed samples
Accuracy of data, Technological
even for sensitive problems
questions Inconsistencies
Versatility

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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 Internal
Awareness Awareness of goals
Market share Commitment to goals
Relative price Active support
Number of complaints Resource adequacy
Customer satisfaction Staffing levels
Distribution Desire to learn
Total number of Willingness to change
customers Freedom to fail
Loyalty Autonomy

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 Figure 4.3 Example of a
Marketing Dashboard

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 The Measures of Market Demand

Potential Available
Market Market

Target Penetrated
Market Market

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 Product Penetration Percentage

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 Estimating Future Demand

Survey of Buyers Intentions

Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method

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