Conducting

Marketing Research and

Forecasting Demand
Marketing Management Process Marketing Res
earch
Customer &
Market Situation Analys Product Anal SWOT Analysis
Analysis Com
petition
is and Structure ysis
Trend/Marketing Envir
onment

Marketing Strategy
Marketing Strategy D Market Target Analysis Brand Positioning Analys
Market Segment Analysis
esign is

Value Based Differential and Competitive Advantage

Marketing Programs

Market Tactics Pla Product Portfolio & Pri Distribution Strategy Integrated Marketing Com
n cing Strategy munication

People, Process, Physical Environment

Implementing and Controlling Marketing Efforts

Control Strategy Marketing Strategic Information Syste
m
Budget and schedules
Implementation and Personnel and responsibility Salesperson productivity system
Control Benchmarking and monitoring progre Direct mail and fulfillment system
ss Telemarketing system
Sales and marketing management sy
stem

2
What is Marketing Research?

Marketing research is the systematic

design, collection, analysis, and reporti
ng of data and findings relevant to a sp
ecific marketing situation facing the co
mpany.
The Marketing Research Process

Define the problem

Develop research plan

Collect information Make

decision
Analyze information

Present findings
 Step 1: Define the Problem

• Define the problem

• Specify decision alternatives
• State research objectives
Step 2: Develop the Research Plan

Data Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods
 Data Sources
Internal External

Secondary Data
(Already Exists)

Primary Data
(Freshly Gathered
For A Specific Purpose)
Research Approaches
Observation

Ethnographic

Focus Group

Survey

Behavioral Data

Experimentation
 Focus Group in Session

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 Research Instruments

Questionnaires
Qualitative Measures
Technological Devices

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 Question Types—Dichotomous

In arranging this trip, did you contact Americ

an 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 followin

g 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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-15

 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 Ameri

can Airlines if in-flight Internet access were avail
able?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
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Question Types—Completely Unstructure
d

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 whe

n you hear the following?
Airline ________________________
American _____________________
Travel ________________________

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 Question Types—
Sentence Completion

When I choose an airline, the most important c

onsideration in my decision is: _____________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____.

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 Question Types—Story Completion

“I flew American a few days ago. I noticed that th

e 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 Appercepti
on 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 s
urveyed?
• Sampling procedure: How should the respo
ndents 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, eve • Technological proble
n for sensitive questio ms
ns • Inconsistencies
• Versatility

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 What is Marketing Metrics?

Marketing metrics is the set of measur

es that helps marketers quantify, comp
are, and interpret marketing performanc
e.

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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 customer • Willingness to change
s • 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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