1

MARKETING MANAGEMENT12th edition

4 Conducting

Marketing Research and Forecasting

Demand

Kotler Keller

4-2

Marketing Research Defined

Systematic design, collection, analysis, and reporting of data

and findings relevant to a specific marketing situation facing a company.

2

4-3

Karmaloop.com

4-4

The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Makedecision

3

4-5

Step 1

• Define the problem• Specify decision alternatives• State research objectives

4-6

Step 2

Data Sources

ContactMethods

ResearchInstruments

SamplingPlan

Research Approach

4

4-7

Marketing Research System• Data Sources

Internal External

Secondary Data(Already Exists)

Primary Data(Freshly GatheredFor A Specific Purpose)

4-8

Research Approaches

Observation

Focus Group

Survey

Behavioral Data

Experimentation

5

4-9

Focus Group in Session

4-10

Research Instruments

QuestionnairesQualitative MeasuresMechanical Devices

6

4-11

Question Types - Dichotomous

In arranging this trip, did you contact American Airlines?

Yes No

4-12

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

7

4-13

Question Types – Likert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

4-14

Question Types – Semantic Differential

American Airlines

Large ………………………………...…………….Small

Experienced………………….………….Inexperienced

Modern………………………..………….Old-fashioned

8

4-15

Question Types – Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

4-16

Question Types – Rating Scale

American Airlines’ food service is _____.

Excellent

Very good

Good

Fair

Poor

9

4-17

Question Types –Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

4-18

Question Types –Completely Unstructured

What is your opinion of American Airlines?

10

4-19

Question Types –Word Association

What is the first word that comes to your mind when you hear the following?

Airline ________________________

American _____________________

Travel ________________________

4-20

Question Types –Sentence Completion

When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

11

4-21

Question Types –Story Completion

“I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4-22

Question Types –Picture (Empty Balloons)

12

4-23

Question Types –Thematic Apperception Test

Make up a story that reflects what you think is happening in this picture.

4-24

Mechanical Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS

13

4-25

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?

4-26

Types of Samples

Probability• Simple random• Stratified random• Cluster

Nonprobability• Convenience• Judgment• Quota

14

4-27

Contact Methods

Mail Questionnaire

TelephoneInterview

PersonalInterview

OnlineInterview

4-28

Table 4.4 Marketing Metrics

External• 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

15

4-29

The Measures of Market Demand

PotentialMarket

PenetratedMarket

TargetMarket

AvailableMarket

4-30

Estimating Future Demand

• Survey of Buyers’ Intentions• Composite of Sales Force Opinions• Expert Opinion• Past-Sales Analysis• Market-Test Method