22/09/2014 · Forecasting Demand Marketing Management, ... "What are good metrics for measuring...
Transcript of 22/09/2014 · Forecasting Demand Marketing Management, ... "What are good metrics for measuring...
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Melakukan RisetPemasaran dan
Meramalkan PermintaanConducting
Marketing Research andForecasting Demand
Marketing Management, 13th ed
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Chapter Questions• What constitutes good marketing
research?• What are good metrics for measuring
marketing productivity?• How can marketers assess their return
on investment of marketingexpenditures?
• How can companies more accuratelymeasure and forecast demand
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Gillette Used Extensive MarketResearch When Designing the Venus
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What is Marketing Research?
Marketing research is the systematicdesign, collection, analysis, and
reporting of data and findings relevantto a specific marketing situation facing
the company.
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Types of Marketing Research Firms
Syndicated-service Custom Specialty-
line
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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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
DataSources
ContactMethods
ResearchInstruments
SamplingPlan
ResearchApproach
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Research ApproachesObservationObservation
Focus GroupFocus Group
SurveySurvey
Behavioral DataBehavioral Data
ExperimentationExperimentation
EthnographicEthnographic
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Focus Group in Session
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Research Instruments
QuestionnairesQualitative MeasuresTechnological Devices
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Questionnaire Do’s and Don’ts
• Ensure questions arefree of bias
• Make questions simple• Make questions specific• Avoid jargon• Avoid sophisticated
words• Avoid ambiguous words
• Avoid negatives• Avoid hypotheticals• Avoid words that could
be misheard• Use response bands• Use mutually exclusive
categories• Allow for “other” in fixed
response questions
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Question Types—Dichotomous
In arranging this trip, did you contactAmerican 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 thefollowing statement: Small airlines generally givebetter 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
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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 onAmerican Airlines if in-flight Internet accesswere available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
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Question Types—CompletelyUnstructured
What is your opinion of American Airlines?
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Question Types—Word Association
What is the first word that comes to your mindwhen you hear the following?
Airline ________________________
American _____________________
Travel ________________________
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Question Types—Sentence Completion
When I choose an airline, the most importantconsideration in my decision is:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
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Question Types—Story Completion
“I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the followingthoughts and feelings.” Now complete the story.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Question Types—Picture(Empty Balloons)
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Question Types—ThematicApperception Test
Make up a story that reflects what you think ishappening in this picture.
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Qualitative Measures
Word AssociationWord Association
Projective TechniquesProjective Techniques
VisualizationVisualization
Brand PersonificationBrand Personification
LadderingLaddering
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Technological Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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Nielsen Outdoor Leverages GPS toTrack Billboard Reach
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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• Simple random• Stratified random• Cluster
Nonprobability Samples• Convenience• Judgment• Quota
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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Pros and Cons of Online Research
Advantages• Inexpensive• Fast• Accuracy of data,
even for sensitivequestions
• Versatility
Disadvantages• Small samples• Skewed samples• Technological
problems• Inconsistencies
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MarketTools’ Research Panels
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What is aMarketing Decision Support System
(MDSS)?
A marketing decision supportsystem is a coordinated collection ofdata, systems, tools, and techniqueswith supporting hardware and softwareby which an organization gathers andinterprets relevant information frombusiness and environment and turns itinto a basis for marketing action.
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Barriers Limiting the Use ofMarketing Research
• A narrow conception of the research• Uneven caliber of researchers• Poor framing of the problem• Late and occasionally erroneous
findings• Personality and presentational
differences
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Table 4.3 Characteristics ofGood Marketing Research
Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
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What is Marketing Metrics?
Marketing metrics is the set ofmeasures that helps marketersquantify, compare, and interpret
marketing performance.
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Table 4.4 Marketing MetricsExternal• Awareness• Market share• Relative price• Number of complaints• Customer satisfaction• Distribution• Total number of
customers• Loyalty
Internal• Awareness of goals• Commitment to goals• Active support• Resource adequacy• Staffing levels• Desire to learn• Willingness to change• Freedom to fail• Autonomy
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What is Marketing-Mix Modeling?
Marketing-mix models analyze datafrom a variety of sources, such as
retailer scanner data, companyshipment data, pricing, media, and
promotion spending data, to understandmore precisely the effects of specific
marketing activities.
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Marketing Dashboards
• A customer-performance scorecardrecords how well the company is doingyear after year on customer-basedmeasures.
• A stakeholder-performancescorecard tracks the satisfaction ofvarious constituencies who have acritical interest in and impact on thecompany’s performance includingemployees, suppliers, banks,distributors, retailers, and stockholders.
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Table 4.5 Sample Customer-PerformanceScorecard Measures
• % of new customers to average #• % of lost customers to average #• % of win-back customers to average #• % of customers in various levels of satisfaction• % of customers who would repurchase• % of target market members with brand recall• % of customers who say brand is most
preferred
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Common Measurement Paths
Customer Metrics Pathway
Unit Metrics Pathway
Cash-flow Metrics Pathway
Brand Metrics Pathway
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Figure 4.2 Marketing MeasurementPathways
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Figure 4.3 Example of aMarketing Dashboard
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The Measures of Market Demand
PotentialMarket
PenetratedMarket
TargetMarket
AvailableMarket
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Vocabulary for Demand Measurement
• Market demand• Market forecast• Market potential• Company demand• Company sales forecast• Company sales potential
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Figure 4.4 Ninety Types ofDemand Measurement
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Figure 4.5Market Demand Functions
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Figure 4.5Market Demand Functions
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Product Penetration Percentage
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How Can We EstimateCurrent Demand?
• Total market potential
• Area market potential• Market buildup method• Multiple-factor index method
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Table 4.6 CalculatingBrand Development Index
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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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Marketing Debate
What is the best type of marketingresearch?
Take a position:1. Marketing research should be quantitative.or2. Marketing research should be qualitative.
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Marketing Discussion
When was the last time youparticipated in a survey?
How helpful do you think theinformation you provided was?
Could the research have been donedifferently?