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CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Zarah Katrina C. AdeaAteneo Graduate School of Business
1
Top 10 Concepts
Outline: Conducting Marketing Research and Forecasting Demand
1. Marketing research defined2. Characteristics of a good marketing research3. Market research process involves 6 steps4. Data sources – Primary or
Secondary? 5. Research approaches &
instruments
Outline: Conducting Marketing Research and Forecasting Demand
6. Sampling plan & contact methods7. Measures of market productivity8. Two types of demands9. Productive way to breakdown
the market10. Estimating current &
future demand
Concept 1:Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
Insights to help interpret past performance and plan future activities
Companies can conduct their own marketing research or hire other companies to do it for them.
Concept 2:
7 Characteristics of a good marketing research
Concept 3:
Marketing Research Process – 6 Steps
Concept 4:
Decision 1: Data Sources – Primary or Secondary?
Secondary DataPrimary Data
Concept 5:
Decision 2: Research Approaches & Instruments
Research Approaches: Marketers collect primary data in five main ways
Concept 5:
Decision 2: Research Approaches & Instruments
Research Instruments: Marketing researchers have a choice of three main research instruments in collecting primary data
Concept 6:
Decision 3: Sampling Plan and Contact methods
Concept 6:
Decision 3: Sampling Plan and Contact methods
Concept 7:
Two complementary approaches to measuring Marketing Productivity
Used to assess marketing effects
Used to estimate causal relationships & measure how marketing activity affects outcomes
Concept 7:
Two complementary approaches to measuring Marketing Productivity
Customer- Performance scorecard
Stakeholder- Performance scorecard
Concept 8:
Marketing is responsible for preparing sales forecasts based on estimates of demand
Market Demand Total volume that
would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program
Company Demand The company’s
estimated share of market demand at alternative levels of company marketing effort in a given time period.
Concept 9:
Marketers break down the market into segments to help them with market planning
Concept 10:
Estimating Current & Future Demand
Summary: Conducting Marketing Research and Forecasting Demand
1. Marketing research defined2. 7 Characteristics of a good marketing research3. Market research process involves 6 steps4. Data sources – Primary or
Secondary? 5. Research approaches &
instruments
Summary: Conducting Marketing Research and Forecasting Demand
6. Sampling plan & contact methods7. Complementary measures of market
productivity8. Two types of demands9. Productive way to breakdown
the market10. Estimating current &
future demand
My Conclusion: Conducting Marketing Research and Forecasting Demand
The success of a brand or a product often depends on discovering market opportunities through marketing research and having timely, accurate, and actionable information about consumers and competition in order to make good business decisions.
CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND
Zarah Katrina C. AdeaAteneo Graduate School of Business
20
Top 10 Concepts
