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CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND
Angelo Martin B. CatacutanAteneo School of Medicine and Public
Health
www.josephdeungria.com
Top 10 Concepts
Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?
Outline:Forecasting Demand7. Forecasting and measuring demand –
why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?
Concept 1:
Why do marketing research?
Diagnostic tool
Provides marketing insights
Concept 2:
Who does marketing research?
VS
The Marketing Research Process Define Problem, Decision Alternatives, and
Research Objectives Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision
Concept 3:
How do we domarket research?
X
Simple Mnemonic:
“PAO Plans To Coll Ana To Present and Decide”
Concept 3:
How do we domarket research?
Defining the Problem, Alternatives, and Objectives
Concept 3:
How do we domarket research?
X X
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Contact Methods
1° 2°
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
•Observational•Ethnographic• FGD•Survey•Behavioral•Experimental
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan • Questionnaires
• Qualitative Measures• Technology
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan
• Probability• Non Probability
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Sampling Plan
Contact Methods
ResearchPlan
Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision
Concept 3:
How do we domarket research?
Seven CharacteristicsMultiple methodsResearch creativityScientific methodHealthy skepticismInterdependence of models and dataValue and cost informationEthical marketing
Concept 4:
Is your market research good enough?
REMEMBER: MRS. HIVEs!
Why companies fail to do so?
Research Structure Execution Erroneous Results Preferences
Concept 5:
How to use it well?
Measuring marketing productivity Marketing metrics
Asses marketing effects Marketing-mix Modeling
Estimate impact of marketing techniques
Concept 6:
What can you use it for?
Marketing Dashboard Structures the data gathered
Customer performance scorecard Stakeholer performance scorecard
Concept 6:
What can you use it for?
Identify market opportunities!
Concept 7:
Why forecast and measure demand?
Market Demand Company Demand
Concept 8:
What are the types of demand?
WAIT! Know first how the beak down of the market is!
Concept 8:
What are the types of demand?
Potential Market
Target Market
Penetrated Market
Market Demand Total volume bought
Company Demand Estimated share of market demand
Concept 8:
AGAIN! What are the types of demand?
Total Market Potential Area Market Potential Industry Sales Market Shares
Concept 9:
How do you estimate CURRENT Demand?
Buyers’ intentions Sales force’s input Expert opinions Past sales analysis Market testing
Concept 10:
How do you estimate FUTURE Demand?
Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?
Outline:Forecasting Demand7. Forecasting and measuring demand –
why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?
Conclusion: Market Research and Forecasting Demand
To gain insight of the market:Study itPredict what happensLook for opportunitiesAnd of course…
Carpe Diem!
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CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND
Angelo Martin B. CatacutanAteneo School of Medicine and Public
Health
www.josephdeungria.com
Top 10 Concepts
