This document outlines the top 10 concepts for conducting marketing research and forecasting demand. It discusses why marketing research is important, who conducts it, and the steps in the marketing research process. These include defining the problem, developing a research plan, collecting information, analyzing it, and presenting findings. It also discusses how to ensure research quality and how the findings can be used, such as in marketing dashboards. The document then covers forecasting demand, including the types of demand and how to estimate current and future demand. The overall aim of marketing research and forecasting is to gain market insights, predict trends, and identify opportunities.

1. 1 Top 10 Concepts CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND Angelo Martin B. Catacutan Ateneo School of Medicine and Public Health www.josephdeungria.com

2. Outline: Marketing Research… Why do it? Who does it? How do we do it? Is the research good enough? How to use it well? What can you use it for?

3. Outline:Forecasting Demand Forecasting and measuring demand – why? What are the types of demand? How do you estimate current demand? How about future demands?

4. Concept 1:Why do marketing research? Diagnostic tool Provides marketing insights

5. Concept 2:Who does marketing research? VS

6. The Marketing Research Process Define Problem, Decision Alternatives, and Research Objectives Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision Concept 3:How do we do market research? X

7. Simple Mnemonic: “PAOPlans To CollAna To Present and Decide” Concept 3:How do we do market research?

8. Defining the Problem, Alternatives, and Objectives Concept 3:How do we do market research? X X 

9. Concept 3:How do we do market research? Develop Research Plan Research Plan

10. Concept 3:How do we do market research? Develop Research Plan 1° 2° Research Plan

12. Ethnographic

13. FGD

14. Survey

15. Behavioral

16. ExperimentalResearch Plan

18. Qualitative Measures

21. Concept 3:How do we do market research? Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision

23. Research creativity

24. Scientific method

25. Healthy skepticism

26. Interdependence of models and data

27. Value and cost information

28. Ethical marketingConcept 4:Is your market research good enough? REMEMBER: MRS. HIVEs!

29. Why companies fail to do so? Research Structure Execution Erroneous Results Preferences Concept 5:How to use it well?

30. Measuring marketing productivity Marketing metrics Asses marketing effects Marketing-mix Modeling Estimate impact of marketing techniques Concept 6:What can you use it for?

31. Marketing Dashboard Structures the data gathered Customer performance scorecard Stakeholer performance scorecard Concept 6:What can you use it for?

33. Identify market opportunities! Concept 7:Why forecast and measure demand?

34. Market Demand Company Demand Concept 8:What are the types of demand?

35. Concept 8:What are the types of demand? WAIT! Know first how the beak down of the market is!

36. Market Demand Total volume bought Company Demand Estimated share of market demand Concept 8:AGAIN! What are the types of demand?

37. Total Market Potential Area Market Potential Industry Sales Market Shares Concept 9:How do you estimate CURRENT Demand?

38. Buyers’ intentions Sales force’s input Expert opinions Past sales analysis Market testing Concept 10:How do you estimate FUTURE Demand?

39. Outline: Marketing Research… Why do it? Who does it? How do we do it? Is the research good enough? How to use it well? What can you use it for?

40. Outline:Forecasting Demand Forecasting and measuring demand – why? What are the types of demand? How do you estimate current demand? How about future demands?

41. Conclusion: Market Research and Forecasting Demand To gain insight of the market: Study it Predict what happens Look for opportunities And of course… Carpe Diem!

42. 30 Top 10 Concepts CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND Angelo Martin B. Catacutan Ateneo School of Medicine and Public Health www.josephdeungria.com