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    1224691022 kotler mm_13e_basic_04 1224691022 kotler mm_13e_basic_04 Presentation Transcript

    • Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4
    • 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?
    • 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.
    • Types of Marketing Research Firms
      • Syndicated service
      • Custom
      • Specialty-line
    • The Marketing Research Process
      • Define the problem
      • Develop research plan
      • Collect information
      • Analyze information
      • Present findings
      • Make decision
    • Step 1: Define the Problem
      • Define the problem
      • Specify decision alternatives
      • State research objectives
    • Step 2: Develop the Research Plan
      • Data sources
      • Research approach
      • Research instruments
      • Sampling plan
      • Contact methods
    • Research Approaches
      • Observation
      • Ethnographic
      • Focus group
      • Survey
      • Behavioral data
      • Experimentation
    • Research Instruments
      • Questionnaires
      • Qualitative Measures
      • Technological Devices
    • 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
    • Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No
    • 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
    • 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
    • Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
    • Question Types – Importance Scale
      • Airline food service is _____ to me.
      •  Extremely important
      • Very important
      • Somewhat important
      • Not very important
      • Not at all important
    • Question Types – Rating Scale
      • American Airlines’ food service is _____.
      •  Excellent
      • Very good
      • Good
      • Fair
      • Poor
    • 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
    • Question Types – Completely Unstructured What is your opinion of American Airlines?
    • Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
    • 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)
    • Qualitative Measures
      • Word association
      • Projective techniques
      • Visualization
      • Brand personification
      • Laddering
    • Technological Devices
      • Galvanometers
      • Tachistoscope
      • Eye cameras
      • Audiometers
      • GPS
    • 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?
    • Table 4.2 Types of Samples
      • Probability Samples
      • Simple random
      • Stratified random
      • Cluster
      • Nonprobability Samples
      • Convenience
      • Judgment
      • Quota
    • Contact Methods
      • Mail questionnaire
      • Telephone interview
      • Personal interview
      • Online interview
    • 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
    • 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
    • Table 4.3 Characteristics of Good Marketing Research
      • Scientific method
      • Research creativity
      • Multiple methods
      • Interdependence
      • Value and cost of information
      • Healthy skepticism
      • Ethical marketing
    • What are Marketing Metrics?
      • Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance.
    • 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
    • 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.
    • 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
    • Common Measurement Paths
      • Customer metrics pathway
      • Unit metrics pathway
      • Cash-flow metrics pathway
      • Brand metrics pathway
    • The Measures of Market Demand
      • Potential market
      • Available market
      • Target market
      • Penetrated market
    • Vocabulary for Demand Measurement
      • Market demand
      • Market forecast
      • Market potential
      • Company demand
      • Company sales forecast
      • Company sales potential
    • How Can We Estimate Current Demand?
      • Total market potential
      • Area market potential
        • Market buildup method
        • Multiple-factor index method
    • Estimating Future Demand
      • Survey of Buyers’ Intentions
      • Composite of Sales Force Opinions
      • Expert Opinion
      • Past-Sales Analysis
      • Market-Test Method