22/09/2014. Melakukan Riset Pemasaran dan Meramalkan Permintaan Conducting Marketing Research and Forecasting Demand.

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1 4 Melakukan Riset Pemasaran dan Meramalkan Permintaan Conducting Marketing Research and Forecasting Demand Marketing Management, 13th ed Chapter Questions What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand 4-2 Gillette Used Extensive Market Research When Designing the Venus 4-3 1

2 What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. 4-4 Types of Marketing Research Firms Syndicatedservice Custom Specialtyline 4-5 The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Make decision Present findings 4-6 2

3 Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives 4-7 Step 2: Develop the Research Plan Data Sources Research Approach Research Instruments Sampling Plan Contact Methods 4-8 Research Approaches Observation Ethnographic Focus Group Survey Behavioral Data Experimentation 4-9 3

4 Focus Group in Session 4-10 Research Instruments Questionnaires Qualitative Measures Technological Devices 4-11 Questionnaire Do s and Don ts Ensure questions are free 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

5 Question Types Dichotomous In arranging this trip, did you contact American Airlines? Yes No 4-13 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 4-14 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

6 Question Types Semantic Differential American Airlines Large....Small Experienced..Inexperienced Modern...Old-fashioned 4-16 Question Types Importance Scale Airline food service is to me. Extremely important Very important Somewhat important Not very important Not at all important 4-17 Question Types Rating Scale American Airlines food service is. Excellent Very good Good Fair Poor

7 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 4-19 Question Types Completely Unstructured What is your opinion of American Airlines? 4-20 Question Types Word Association What is the first word that comes to your mind when you hear the following? Airline American Travel

8 Question Types Sentence Completion When I choose an airline, the most important consideration in my decision is: 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)

9 Question Types Thematic Apperception Test Make up a story that reflects what you think is happening in this picture Qualitative Measures Word Association Projective Techniques Visualization Brand Personification Laddering 4-26 Technological Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS

10 Nielsen Outdoor Leverages GPS to Track Billboard Reach 4-28 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? 4-29 Table 4.2 Types of Samples Probability Samples Simple random Stratified random Cluster Nonprobability Samples Convenience Judgment Quota

11 Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview 4-31 Pros and Cons of Online Research Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility Disadvantages Small samples Skewed samples Technological problems Inconsistencies 4-32 MarketTools Research Panels

12 What is a Marketing Decision Support System (MDSS)? A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action Barriers Limiting the Use of Marketing 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 4-35 Table 4.3 Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

13 What is Marketing Metrics? Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret marketing performance Table 4.4 Marketing Metrics External Internal Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers Loyalty Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy 4-38 What is Marketing-Mix Modeling? Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities

14 Marketing Dashboards A customer-performance scorecard records how well the company is doing year after year on customer-based measures. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company s performance including employees, suppliers, banks, distributors, retailers, and stockholders Table 4.5 Sample Customer-Performance Scorecard 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 4-41 Common Measurement Paths Customer Metrics Pathway Unit Metrics Pathway Cash-flow Metrics Pathway Brand Metrics Pathway

15 Figure 4.2 Marketing Measurement Pathways 4-43 Figure 4.3 Example of a Marketing Dashboard 4-44 The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market

16 Vocabulary for Demand Measurement Market demand Market forecast Market potential Company demand Company sales forecast Company sales potential 4-46 Figure 4.4 Ninety Types of Demand Measurement 4-47 Figure 4.5 Market Demand Functions

17 Figure 4.5 Market Demand Functions 4-49 Product Penetration Percentage 4-50 How Can We Estimate Current Demand? Total market potential Area market potential Market buildup method Multiple-factor index method

18 Table 4.6 Calculating Brand Development Index 4-52 Estimating Future Demand Survey of Buyers Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method 4-53 Marketing Debate What is the best type of marketing research? Take a position: 1. Marketing research should be quantitative. or 2. Marketing research should be qualitative

19 Marketing Discussion When was the last time you participated in a survey? How helpful do you think the information you provided was? Could the research have been done differently?