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Chapter4 conducting marketingresearchandforecastingdemand-behani Chapter4 conducting marketingresearchandforecastingdemand-behani Presentation Transcript

  • TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 15th April ’2011
  • #1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?
    • A. Behavioural Data Research
    • B. Ethnographic Research
    • C. Focus Group Research
    • D. Observational
    • E. Experimentation
  • Concept: What are the various research approaches to gather primary data?
    • Observational
    • Ethnographic
    • Focus Group
    • Survey
    • Behavioral Data
    • Experimentation
  • Ethnographic Research: Uses concepts and tools from anthropology and other discipline
    • To provide deep understanding of how people live and work
    Different ethnic group has different wedding cap. So, researchers help to design customized products
  • #1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?
    • A. Behavioural Data Research
    • B. Ethnographic Research
    • C. Focus Group Research
    • D. Observational
    • E. Experimentation
  • #2: Autonomy, consumer satisfaction, perceived quality and freedom to fail are ____
    • A . External marketing metrics
    • B. Internal marketing metrics
    • C. Both A and B
    • D. Either A or B
    • E. Not a part of marketing metrics
  • Concept: Determine different marketing metrics to help marketers assess marketing performance. EXTERNAL INTERNAL Awareness Distribution Market share Customer Satisfaction Loyalty No. of complaints Relative price No. of customers Awareness & commitment of/to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
  • Hitrates solutions measuring their performance in terms of customer satisfactions
  • #2: Autonomy, consumer satisfaction, perceived quality and freedom to fail are ____
    • A . External marketing metrics
    • B. Internal marketing metrics
    • C. Both A and B
    • D. Either A or B
    • E. Not a part of marketing metrics
  • #3: Which amongst the following contact methods is the most versatile and require more administrative planning and supervision?
    • A. Telephone interview
    • B. Online Interview
    • C. Personal Interview
    • D. Mail Questionnaire
    • E. Both A and B
  • Concept: what are the Contact Methods to reach the desired customers?
    • Mail Questionnaire
    • Telephonic Interview
    • Personal Interview
    • Online Interview
  • Personal Interview is the most expensive versatile method and requires higher supervision
    • Arranged interviews:
    • Based on an appointment
    • and incentives
    • Intercept interviews:
    • Based on quick , on the spot interviews
  • #3: Which amongst the following contact methods is the most versatile and require more administrative planning and supervision?
    • A. Telephone interview
    • B. Online Interview
    • C. Personal Interview
    • D. Mail Questionnaire
    • E. Both A and B
  • #4: ____ is the set of consumers who have interest and access to a market offer.
    • A. Potential market
    • B. Available market
    • C. Target market
    • D. Penetrated market
    • E. None of the above
  • Concept : What are the measures of market demand? Potential Market Target Market Penetrated Market Available Market consumers having interest, income and access consumers buying company’s product! qualified available market company decides to pursue consumers professing sufficient level of interest
  • Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targeting the mass market !
  • Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!
  • Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
  • Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??
  • #4: ____ is the set of consumers who have interest and access to a market offer.
    • A. Potential market
    • B. Available market
    • C. Target market
    • D. Penetrated market
    • E. None of the above
  • #5: Which amongst the following explanations is false about the characteristics of good marketing research?
    • A. Marketing researchers shy away from over reliance on any one method.
    • B. Marketing researchers do not care to the problems caused by “marketing myths”.
    • C. Marketing research benefits only its customers ,not its sponsoring company.
    • D. Both A and B
    • E. Both B and C
  • Concept: What are the characteristics of good marketing Research? Scientific method Careful observation , formulation of hypothesis , prediction , testing Research creativity Developing innovative ways to solve problem Multiple methods Using 2-3 methods to increase confidence in result Interdependence Data are interpreted from underlying models Value and cost of information Concern for estimating value of information against cost Healthy skepticism Alert to problems caused by “marketing myths” Ethical marketing Benefits both sponsoring company and its customers
  • Healthy Skepticim is aiming to improve health by reducing harm from misleading health information…
  • #5: Which amongst the following explanations is false about the characteristics of good marketing research?
    • A. Marketing researchers shy away from over reliance on any one method.
    • B. Marketing researchers do not care to the problems caused by “marketing myths”.
    • C. Marketing research benefits only its customers ,not its sponsoring company.
    • D. Both A and B
    • E. Both B and C
  • #6: ”Give people an incomplete stimulus and ask them to complete it” is the description of____
    • A. Word Association
    • B. Laddering
    • C. Visualization
    • D. Brand Personification
    • E. None of the above
  • Concept: What are the qualitative measures to understand consumer’s mind?
    • Word Association
    • Projective Techniques
    • Laddering
    • Visualization
    • Brand Personification
  • Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  • Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
  • Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!
  • Visualization: Creating collage from magazine to depict perceptions
  • Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..
  • #6: ”Give people an incomplete stimulus and ask them to complete it” is the description of____
    • A. Word Association
    • B. Laddering
    • C. Visualization
    • D. Brand Personification
    • E. None of the above
  • #7: In ___ , the population is divided into mutually exclusive groups and random samples are drawn from each group.
    • A. Non probability sample
    • B. Simple random sample
    • C. Cluster sample
    • D. Both B and C
    • E. None of the above
  • Concept: What are the types of samples in order to generate primary data?
    • Probability Samples
      • Simple random
      • Stratified random
      • Cluster
    • Nonprobability Samples
      • Covenience
      • Judgement
      • Quota
  • In simple random sample, every unit from the frame has an equal chance of being selected!
  • Cluster sampling: Population is divided into several “clusters,” each representative of the population. A common application of cluster sampling involves election exit polls, where certain election districts are selected and sampled
  • In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines.
  • #7: In ___ , the population is divided into mutually exclusive groups and random samples are drawn from each group.
    • A. Non probability sample
    • B. Simple random sample
    • C. Cluster sample
    • D. Both B and C
    • E. None of the above
  • #8: Cluster sample and Quota sample are types of ___
    • A. Probability samples
    • B. Non-Probability samples
    • C. Simple random samples
    • D. Samples where one belongs to probability sample and the other belongs to non-probability sample
    • E. None of the above
  • Concept: What are the types of samples in order to generate primary data?
    • Probability Samples
      • Simple random
      • Stratified random
      • Cluster
    • Nonprobability Samples
      • Covenience
      • Judgement
      • Quota
  • #8: Cluster sample and Quota sample are types of ___
    • A. Probability samples
    • B. Non-Probability samples
    • C. Simple random samples
    • D. Samples where one belongs to probability sample and the other belongs to non-probability sample
    • E. None of the above
  • #9: “ What does the Rolex name mean to you?” is an example of ___
    • A. Brand personification
    • B. Laddering
    • C. Word association
    • D. Visualization
    • E. Projective Techniques
  • Concept: What are the qualitative measures to understand consumer’s mind?
    • Word Association
    • Projective Techniques
    • Laddering
    • Visualization
    • Brand Personification
  • Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  • #9: “ What does the Rolex name mean to you?” is an example of ___
    • A. Brand personification
    • B. Laddering
    • C. Word association
    • D. Visualization
    • E. Projective Techniques
  • #10: Which amongst the following statements is false about the research approaches ?
    • A. In focus group, moderators try to discern consumers’ real motivations.
    • B. In survey, marketers learn about buying behaviour through the customer’s database found in the supermarkets.
    • C. Experimental research is designed and done to understand the causality i.e. cause and effect relationship
    • D. Marketers equip consumers with pagers to gather fresh data by observing the fact
    • E. Frequent survey may result into biased outcome. Hence, should be done once a month.
  • Concept: What are the various research approaches to gather primary data?
    • Observational
    • Ethnographic
    • Focus Group
    • Survey
    • Behavioral Data
    • Experimentation
  • Survey Research: Learn about people’s knowledge, beliefs, preferences and satisfaction
    • Used as more performance measurement tool
    • By keeping the survey short and simple
    • Conducted by phone , online or in person
  • Behavioral Research to capture customer’s true opinion
    • To analyse the customer’s purchasing behaviour who leaves their traces in the shop
    Grocery shopping data show that high- income people don’t necessarily buy the more expensive brands, contrary to what they might state in interview
  • #10: Which amongst the following statements is false about the research approaches ?
    • A. In focus group, moderators try to discern consumers’ real motivations.
    • B. In survey, marketers learn about buying behaviour through the customer’s database found in the supermarkets.
    • C. Experimental research is designed and done to understand the causality i.e. cause and effect relationship
    • D. Marketers equip consumers with pagers to gather fresh data by observing the fact
    • E. Frequent survey may result into biased outcome. Hence, should be done once a month.
  • Top 10 questions based on important concepts on conducting marketing research!!
    • Develop research plan , approaches
    • Determine sampling plan using types of samples
    • Characteristics of good marketing research
    • Determine external and internal marketing metrics
    • Determine measures of market demand
    • Contact methods and Qualitative measures
    Summary
  • TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand By: Megha Behani 15 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition