Session 04 Conducting Marketing Research & Forecasting Demand

7/18/2019 Session 04 Conducting Marketing Research & Forecasting Demand

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Kotler • Keller Phillip Kevin Lane

Marketing Management •



Conducting Marketing Research and

h a p t e

4



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&iscussion 'uestions

1. (hat constitutes goodmarketing research)

2. (hat are the est metrics%or measuring marketingproducti*ity)

$. "o+ can marketers accesstheir return on in*estmento% marketing ependitures)



& e -

n e d

The systematic design,

collection, analysis, and

reporting of data and ndings

relevant to a specic marketing

situation facing the company.

Marketing esearch

& e -

n e d



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Marketing esearch #ystem

Insight

Market esearch



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Creati*e esearch Means

i*a!s

Marketingpartners

#tudent proects

Internet sources

Check out ri*a!s


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3 i g u

r e

4 . 1 Marketing esearch

Process


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#tep 18 &e-ne thePro!em• Identi%y the pro!em

•

#peci%y decision a!ternati*es• #tate research oecti*es

Focused inquiry


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#tep 28 &e*e!op theesearch P!an

#amp!ingp!an

Contact

&ata #ources• #econdary

data• Primary data

esearch

9pproaches• :ser*ation• 3ocus groups• #ur*eys•

;eha*iora! data• Eperiments

esearch instrument• 'uestionnaires• 'ua!itati*e

measures• <echno!o ica!




esearch 9pproaches

:ser*ation:ser*ation

3ocus =roup3ocus =roup

#ur*ey#ur*ey

EperimentationEperimentation




3ocus =roup in #ession




esearch Instruments

'uestionnaires

Inter*ie+ =uides


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'uestionnaire

• 9 set o% structured and semi7structured >uestions aimed atco!!ecting data re!e*ant to a pro!em

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'uestion <ypes 7

&ichotomousIn arranging this trip, did you contact9merican 9ir!ines)

?es @o


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Mu!tichotomous'8 (hich 9ir!ine, out o% the

%o!!o+ing, +ou!d e your -rst choice%or internationa! tra*e!8a. Au%thansa

. Emiratesc. 9merican 9ird. ;ritish 9ir+ays

e. 9ny other, p!. speci%y8 BBBBBB

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(ith +hom are you tra*e!ing on this trip)

@o one

#pouse

#pouse and chi!dren

Chi!dren on!y

;usiness associates%riendsre!ati*es 9n organiDed tour group




(hich %actors inuence your choice %or an 9ir!ine)

FCheck a!! that app!yG

3ares

#a%ety

In7ight ser*ice

#topo*ers

3!ight schedu!es

:thers8 BBBBBBBBBBBBB




'uestion <ypes H Aikert #ca!e

Indicate your !e*e! o% agreement +ith the%o!!o+ing statement8 #ma!! air!inesgenera!!y gi*e etter ser*ice than !arge

ones. #trong!y disagree

&isagree

@either agree nor disagree

9gree

#trong!y agree




'uestion <ypes H #emantic &ierentia!

9merican 9ir!ines

Aarge JJ1 2 $ 4 / JJ..#ma!!

EperiencedJ 1 2 $ 4 / Ineperienced

ModernJJ 1 2 $ 4 / ..:!d7%ashioned




'uestion <ypes H Importance #ca!e

9ir!ine %ood ser*ice is BBBBB to me.

Etreme!y important

Kery important

#ome+hat important

@ot *ery important

@ot at a!! important




'uestion <ypes H ating#ca!e

9merican 9ir!inesL %ood ser*ice is BBBBB.

Ece!!ent

Kery good

=ood

3air

Poor




'uestion <ypes HIntention to ;uy #ca!e

"o+ !ike!y are you to purchase tickets on9merican 9ir!ines i% in7ight Internetaccess +ere a*ai!a!e)

&e-nite!y uy Proa!y uy

@ot sure

Proa!y not uy

&e-nite!y not uy


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'uestion <ypesComp!ete!yNnstructured

(hat is your opinion o% 9merican 9ir!ines)



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'uestion <ypes H#entence Comp!etion

(hen I choose an air!ine, the mostimportant consideration in my decision is8

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBB.



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'uestion <ypes H#tory Comp!etion

OI e+ 9merican a %e+ days ago. I noticedthat the eterior and interior o% the p!anehad *ery right co!ors. <his aroused in me

the %o!!o+ing thoughts and %ee!ings. @o+comp!ete the story.

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB BBBBBBBBBBBBBB




#tep $8 Co!!ect theIn%ormation:n!ine sur*eys

<e!ephone sur*eys

Inter*ie+s

In7home sur*eys




#tep 48 9na!yDe theIn%ormation




#tep /8 Present the 3indings




#tep 8 Make the &ecision

esearch

&ecisions



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'ua!itati*e Measures

(ord 9ssociation(ord 9ssociation

Proecti*e <echni>uesProecti*e <echni>ues

Kisua!iDationKisua!iDation

;rand Personi-cation;rand Personi-cation

' i <





'uestion <ypes H(ord 9ssociation

(hat is the -rst +ord that comes to yourmind +hen you hear the %o!!o+ing)

9ir!ine BBBBBBBBBBBBBBBBBBBBBBBB

9merican BBBBBBBBBBBBBBBBBBBBB

<ra*e! BBBBBBBBBBBBBBBBBBBBBBBB




P:QEC<IKE <EC"@I'NE

9ny persona!ity test designed to gi*ea+ay in%ormation aout someoneRspersona!ity on the asis o% their

unrestricted response to amiguousoects or situations




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P:QEC<IKE <EC"@I'NE

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d i- i




;rand Personi-cation

• 9sk suects +hat kind o% person they think o%+hen the rand is mentioned8 SI% the rand +ereto come a!i*e as a person, +hat +ou!d it e !ike,+hat +ou!d it do, +here +ou!d it !i*e, +hat +ou!d

it +ear, +ho +ou!d it ta!k to i% it +ent to


; d P i- i



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;rand Personi-cation

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#amp!ing P!an

• #amp!e8 9 re!ati*e sma!! percentage o% the targetpopu!ation

• <arget Popu!ation8 <he entire numer o% unitsre!e*ant to a pro!em

• #amp!ing unit8 (ho is to e sur*eyed)

• #amp!e siDe8 "o+ many peop!e shou!d esur*eyed)

•

#amp!ing procedure8 "o+ shou!d the respondentse chosen) 3or eamp!e8 Proai!ity or non7proai!ity

C t t M th d





Contact Methods

Mai! 'uestionnaire

<e!ephoneInter*ie+

Persona!Inter*ie+

:n!ineInter*ie+

Pros and Cons o% :n!ine esearch





Pros and Cons o% :n!ine esearch

Advantages

• Inepensi*e

• 3ast

• 9ccuracy o% data,e*en %or sensiti*e>uestions

•

Kersati!ity o%samp!ing units

Disadvantages

• #ma!! samp!es

• #ke+ed samp!es

• <echno!ogica!pro!ems

• Inconsistencies

(hat is a





(hat is aMarketing &ecision #upport #ystemFM&##G)

9 marketing decision supportsystem is a coordinated co!!ectiono% data, systems, too!s, andtechni>ues +ith supportinghard+are and so%t+are y +hichan organiDation gathers and

interprets re!e*ant in%ormation%rom usiness and en*ironmentand turns it into a asis %or

marketing action.

;arriers Aimiting the Nse o%





;arriers Aimiting the Nse o%Marketing esearch

• 9 narro+ conception o% theresearch

• Nne*en ca!ier o% researchers

• Poor %raming o% the pro!em

• Aate and occasiona!!y in*a!id

-ndings• Persona!ity and presentationa!

dierences

<a!e 4 $ Characteristics o%





<a!e 4.$ Characteristics o%=ood Marketing esearch

Scientific method

Research creativity Multiple methods nterdependence !alue and cost of information

(h t M k ti M t i )





(hat are Marketing Metrics)

Marketing metrics are the set o%measures that he!ps marketers

>uanti%y, compare, and interpret

marketing per%ormance.

< ! 4 4 M k ti M t i



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<a!e 4.4 Marketing Metrics

External• 9+areness

• Market share

• e!ati*e price

• @umer o%comp!aints

• Customersatis%action

• &istriution• <ota! numer o%

customers

• Aoya!ty

Internal• 9+areness o% goa!s

• Commitment togoa!s

• 9cti*e support• esource ade>uacy

• #taTng !e*e!s

• &esire to !earn

• (i!!ingness tochange

• 3reedom to %ai!

• 9utonomy

(h t i M k ti Mi





(hat is Marketing7MiMode!ing)

Marketing-mix models ana!yDedata %rom a *ariety o% sources, suchas retai!er scanner data, company

shipment data, pricing, media, andpromotion spending data, to

understand more precise!y the

eects o% speci-c marketingacti*ities.

<a!e 4 / #amp!e Customer Per%ormance



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<a!e 4./ #amp!e Customer7Per%ormance#corecard Measures

• U o% ne+ customers to a*erage V

• U o% !ost customers to a*erage V

• U o% +in7ack customers to a*erage V

• U o% customers in *arious !e*e!s o%satis%action

• U o% customers +ho +ou!d repurchase

•

U o% target market memers +ith randreca!!

• U o% customers +ho say rand is mostpre%erred



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<he Measures o% Market &emand

Potentia!

Market

Penetrated

Market

<arget

Market

9*ai!a!e

Market




• Potential market is the set o% consumers+ho recogniDe a suTcient !e*e! o% interest in amarket oer. "o+e*er, consumer interest is

not enough to de-ne a market %or marketersun!ess they a!so ha*e suTcient income andaccess to the product.

• Available market is the set o% consumers+ho ha*e interest, income, and access to aparticu!ar oer





Target market is the part o% the>ua!i-ed a*ai!a!e market thecompany decides to pursue.

• Penetrated market is the set o%consumers +ho are uying the

companyRs product.


Estimating 3uture &emand



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Estimating 3uture &emand

• #ur*ey o% ;uyersL Intentions

• Composite o% #a!es 3orce :pinions

•Epert :pinion

• Past7#a!es 9na!ysis

• Market7<est Method

Marketing &eate



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Marketing &eate

(hat is the est type o% marketingresearch)

ke a position8Marketing research shou!d e >uantitati*e.

Marketing research shou!d e >ua!itati*e.

Marketing &iscussion



Marketing &iscussion

(hen +as the !ast time youparticipated in a sur*ey)

"o+ he!p%u! do you think thein%ormation you pro*ided +as)

Cou!d the research ha*e een done

dierent!y)

Documents

Session 04 Conducting Marketing Research & Forecasting Demand