1224691022 kotler mm_13e_basic_04
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marketing management 13th edition chapter 4

marketing management 13th edition chapter 4

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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