MARKETING MANAGEMENT 12 th edition

Transcription

1 MARKETING MANAGEMENT 12 th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. 4-2

2 Karmaloop.com 4-3 The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Make decision Present findings 4-4

3 Step 1 Define the problem Specify decision alternatives State research objectives 4-5 Step 2 Data Sources Research Approach Research Instruments Sampling Plan Contact Methods 4-6

4 Marketing Research System Data Sources Secondary Data (Already Exists) Internal External Primary Data (Freshly Gathered For A Specific Purpose) 4-7 Research Approaches Observation Focus Group Survey Behavioral Data Experimentation 4-8

5 Focus Group in Session 4-9 Research Instruments Questionnaires Qualitative Measures Mechanical Devices 4-10

6 Question Types - Dichotomous In arranging this trip, did you contact American Airlines? Yes No 4-11 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 4-12

7 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 4-13 Question Types Semantic Differential American Airlines Large....Small Experienced..Inexperienced Modern...Old-fashioned 4-14

8 Question Types Importance Scale Airline food service is to me. Extremely important Very important Somewhat important Not very important Not at all important 4-15 Question Types Rating Scale American Airlines food service is. Excellent Very good Good Fair Poor 4-16

9 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 4-17 Question Types Completely Unstructured What is your opinion of American Airlines? 4-18

10 Question Types Word Association What is the first word that comes to your mind when you hear the following? Airline American Travel 4-19 Question Types Sentence Completion When I choose an airline, the most important consideration in my decision is:. 4-20

11 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 Question Types Picture (Empty Balloons) 4-22

12 Question Types Thematic Apperception Test Make up a story that reflects what you think is happening in this picture Mechanical Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS 4-24

13 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? 4-25 Types of Samples Probability Simple random Stratified random Cluster Nonprobability Convenience Judgment Quota 4-26

14 Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview 4-27 Table 4.4 Marketing Metrics External Internal Awareness Awareness of goals Market share Commitment to goals Relative price Active support Number of complaints Resource adequacy Customer satisfaction Staffing levels Distribution Desire to learn Total number of Willingness to change customers Freedom to fail Loyalty Autonomy 4-28

15 The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market 4-29 Estimating Future Demand Survey of Buyers Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method 4-30