V47 Ch4 Market Research & Demand Visual Edition Zarah Adea

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  • 1. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts Visual Edition
  • 2. Outline: Conducting Marketing Research and Forecasting Demand
    • Why conduct marketing research?
    • 7 Characteristics of good marketing research
    • Market Research process – 6 Steps
    • Data sources – Primary or Secondary?
    • Research approaches &
    • instruments
  • 3. Outline: Conducting Marketing Research and Forecasting Demand
    • How to get primary data?
    • 2 Measures of market productivity
    • Market and Company Demand
    • Market segments
    • Estimating current &
      • future demand
  • 4. Concept 1: Why do companies marketing research? Insights Market
  • 5. Concept 2: 7 Characteristics of a good marketing research 7 Continents Market Insights
  • 6. Concept 3: Market Research Process involves 6 steps 6 steps 7 Characteristics Market Insights
  • 7. Concept 4: What kind of data to gather? Primary Secondary 6 steps Market Insights 7 Characteristics
  • 8. Concept 5: Research Approaches & Instruments 5 Approaches Instruments 6 steps Primary Secondary 7 Characteristics Market Insights
  • 9.
        • Concept 6: How to get primary data? (Sampling & Contact methods)
    Research Approaches & Instruments Data sources 6 Steps Select sample Online Interview Phone Mail Insights Market
  • 10.
      • Concept 7: Measuring of Market Productivity
    Research Approaches & Instruments Data sources 6 Steps Sample Online Interview Phone Mail Insights Market Board Justify
  • 11. Concept 8: Types of Demand Research Approaches & Instruments Data sources 6 Steps Select sample Online Interview Phone Mail Insights Market Marketing dashBoard 50% off Market Demand Company Demand
  • 12. Concept 9: Market Segments Research Approach & Instruments Data sources 6 Steps Select sample Online Interview Phone Mail Insights Market Marketing dashBoard 50% off Market Demand Company Demand
  • 13. Concept 10: Estimating Current & Future Demand Research Approach & Instruments Data sources 6 Steps Select sample Online Interview Phone Mail Insights Market Marketing dashBoard 50% off Market Demand Company Demand $ Sales Forecast
  • 14. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts Visual Edition