Conducting  Marketing Research and  Forecasting Demand
ITC Used Extensive Market Research before launching the Sunfeast range of biscuits
What is Marketing Research? <ul><li>Marketing research  is the systematic design, collection, analysis, and reporting of d...
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 fi...
Step 1:  Define the Problem <ul><li>Define the problem </li></ul><ul><li>Specify decision alternatives </li></ul><ul><li>S...
Step 2:  Develop the Research Plan Data  Sources Contact Methods Research Instruments Sampling Plan Research  Approach
Research Approaches Observation Focus Group Survey Behavioral Data Experimentation Ethnographic
Focus Group in Session
Research Instruments <ul><li>Questionnaires </li></ul><ul><li>Qualitative Measures </li></ul><ul><li>Technological Devices...
Questionnaire Do’s and Don’ts <ul><li>Ensure questions are free of bias </li></ul><ul><li>Make questions simple </li></ul>...
Question Types — Dichotomous In arranging this trip, did you contact American Airlines?     Yes    No
Question Types — Multiple Choice <ul><li>With whom are you traveling on this trip?  </li></ul><ul><li>   No one </li></ul...
Question Types — Likert Scale <ul><li>Indicate your level of agreement with the following statement: Small airlines genera...
Question Types — Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced ...
Question Types — Importance Scale <ul><li>Airline food service is _____ to me.  </li></ul><ul><li>   Extremely important ...
Question Types — Rating Scale <ul><li>American Airlines’ food service is _____.  </li></ul><ul><li>   Excellent </li></ul...
Question Types — Intention to Buy Scale <ul><li>How likely are you to purchase tickets on American Airlines if in-flight I...
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 ____...
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...
Question Types — Picture  (Empty Balloons)
Question Types — Thematic Apperception Test Make up a story that reflects what you think is  happening in this picture.
Qualitative Measures Word Association Projective Techniques Visualization Brand Personification Laddering
Technological Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS
Nielsen Outdoor Leverages GPS to Track Billboard Reach
Sampling Plan <ul><li>Sampling unit: Who is to be surveyed? </li></ul><ul><li>Sample size: How many people should be surve...
Types of Samples <ul><li>Probability Samples </li></ul><ul><li>Simple random </li></ul><ul><li>Stratified random </li></ul...
Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview
Pros and Cons of Online Research <ul><li>Advantages </li></ul><ul><li>Inexpensive </li></ul><ul><li>Fast </li></ul><ul><li...
What is a  Marketing Decision Support System (MDSS)? <ul><li>A  marketing decision support system  is a coordinated collec...
Barriers Limiting the Use of  Marketing Research <ul><li>A narrow conception of the research </li></ul><ul><li>Uneven cali...
Typical Problems in Rural Research <ul><li>Low literacy levels require innovations in questionnaire design scales </li></u...
Characteristics of  Good Marketing Research <ul><li>Scientific method </li></ul><ul><li>Research creativity </li></ul><ul>...
Marketing Debate <ul><li>What is the best type of marketing  </li></ul><ul><li>research? </li></ul><ul><li>Take a position...
Marketing Discussion <ul><li>When was the last time you  </li></ul><ul><li>participated in a survey?  </li></ul><ul><li>Ho...
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Marketing Management Session 7-8-9

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  • Video icon links to Wild Planet snippet on product research methods.
  • Marketing Management Session 7-8-9

    1. 1. Conducting Marketing Research and Forecasting Demand
    2. 2. ITC Used Extensive Market Research before launching the Sunfeast range of biscuits
    3. 3. What is Marketing Research? <ul><li>Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. </li></ul>
    4. 4. Types of Marketing Research Firms Syndicated- service Custom Specialty- line
    5. 5. The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make decision
    6. 6. Step 1: Define the Problem <ul><li>Define the problem </li></ul><ul><li>Specify decision alternatives </li></ul><ul><li>State research objectives </li></ul>
    7. 7. Step 2: Develop the Research Plan Data Sources Contact Methods Research Instruments Sampling Plan Research Approach
    8. 8. Research Approaches Observation Focus Group Survey Behavioral Data Experimentation Ethnographic
    9. 9. Focus Group in Session
    10. 10. Research Instruments <ul><li>Questionnaires </li></ul><ul><li>Qualitative Measures </li></ul><ul><li>Technological Devices </li></ul>
    11. 11. Questionnaire Do’s and Don’ts <ul><li>Ensure questions are free of bias </li></ul><ul><li>Make questions simple </li></ul><ul><li>Make questions specific </li></ul><ul><li>Avoid jargon </li></ul><ul><li>Avoid sophisticated words </li></ul><ul><li>Avoid ambiguous words </li></ul><ul><li>Avoid negatives </li></ul><ul><li>Avoid hypotheticals </li></ul><ul><li>Avoid words that could be misheard </li></ul><ul><li>Use response bands </li></ul><ul><li>Use mutually exclusive categories </li></ul><ul><li>Allow for “other” in fixed response questions </li></ul>
    12. 12. Question Types — Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No
    13. 13. Question Types — Multiple Choice <ul><li>With whom are you traveling on this trip? </li></ul><ul><li> No one </li></ul><ul><li>Spouse </li></ul><ul><li>Spouse and children </li></ul><ul><li>Children only </li></ul><ul><li>Business associates/friends/relatives </li></ul><ul><li>An organized tour group </li></ul>
    14. 14. Question Types — Likert Scale <ul><li>Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. </li></ul><ul><li> Strongly disagree </li></ul><ul><li>Disagree </li></ul><ul><li>Neither agree nor disagree </li></ul><ul><li>Agree </li></ul><ul><li>Strongly agree </li></ul>
    15. 15. Question Types — Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
    16. 16. Question Types — Importance Scale <ul><li>Airline food service is _____ to me. </li></ul><ul><li> Extremely important </li></ul><ul><li>Very important </li></ul><ul><li>Somewhat important </li></ul><ul><li>Not very important </li></ul><ul><li>Not at all important </li></ul>
    17. 17. Question Types — Rating Scale <ul><li>American Airlines’ food service is _____. </li></ul><ul><li> Excellent </li></ul><ul><li>Very good </li></ul><ul><li>Good </li></ul><ul><li>Fair </li></ul><ul><li>Poor </li></ul>
    18. 18. Question Types — Intention to Buy Scale <ul><li>How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? </li></ul><ul><li> Definitely buy </li></ul><ul><li>Probably buy </li></ul><ul><li>Not sure </li></ul><ul><li>Probably not buy </li></ul><ul><li>Definitely not buy </li></ul>
    19. 19. Question Types — Completely Unstructured What is your opinion of American Airlines?
    20. 20. Question Types — Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
    21. 21. Question Types — Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
    22. 22. 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. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
    23. 23. Question Types — Picture (Empty Balloons)
    24. 24. Question Types — Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.
    25. 25. Qualitative Measures Word Association Projective Techniques Visualization Brand Personification Laddering
    26. 26. Technological Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS
    27. 27. Nielsen Outdoor Leverages GPS to Track Billboard Reach
    28. 28. Sampling Plan <ul><li>Sampling unit: Who is to be surveyed? </li></ul><ul><li>Sample size: How many people should be surveyed? </li></ul><ul><li>Sampling procedure: How should the respondents be chosen? </li></ul>
    29. 29. Types of Samples <ul><li>Probability Samples </li></ul><ul><li>Simple random </li></ul><ul><li>Stratified random </li></ul><ul><li>Cluster </li></ul><ul><li>Nonprobability Samples </li></ul><ul><li>Convenience </li></ul><ul><li>Judgment </li></ul><ul><li>Quota </li></ul>
    30. 30. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview
    31. 31. Pros and Cons of Online Research <ul><li>Advantages </li></ul><ul><li>Inexpensive </li></ul><ul><li>Fast </li></ul><ul><li>Accuracy of data, even for sensitive questions </li></ul><ul><li>Versatility </li></ul><ul><li>Disadvantages </li></ul><ul><li>Small samples </li></ul><ul><li>Skewed samples </li></ul><ul><li>Technological problems </li></ul><ul><li>Inconsistencies </li></ul>
    32. 32. What is a Marketing Decision Support System (MDSS)? <ul><li>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. </li></ul>
    33. 33. Barriers Limiting the Use of Marketing Research <ul><li>A narrow conception of the research </li></ul><ul><li>Uneven caliber of researchers </li></ul><ul><li>Poor framing of the problem </li></ul><ul><li>Late and occasionally erroneous findings </li></ul><ul><li>Personality and presentational differences </li></ul>
    34. 34. Typical Problems in Rural Research <ul><li>Low literacy levels require innovations in questionnaire design scales </li></ul><ul><li>Wide geographical dispersion requires long travels </li></ul><ul><li>A large number of languages and dialects, requiring multiple translations </li></ul><ul><li>Non-availability of working population at normal places of residence </li></ul><ul><li>Poor access to women respondents </li></ul><ul><li>Villages layout based on caste lines, requiring innovative sampling </li></ul>
    35. 35. Characteristics of Good Marketing Research <ul><li>Scientific method </li></ul><ul><li>Research creativity </li></ul><ul><li>Multiple methods </li></ul><ul><li>Interdependence </li></ul><ul><li>Value and cost of information </li></ul><ul><li>Healthy skepticism </li></ul><ul><li>Ethical marketing </li></ul>
    36. 36. Marketing Debate <ul><li>What is the best type of marketing </li></ul><ul><li>research? </li></ul><ul><li>Take a position: </li></ul><ul><li>Marketing research should be quantitative. </li></ul><ul><li>or </li></ul><ul><li>2. Marketing research should be qualitative. </li></ul>
    37. 37. Marketing Discussion <ul><li>When was the last time you </li></ul><ul><li>participated in a survey? </li></ul><ul><li>How helpful do you think the </li></ul><ul><li>information you provided was? </li></ul><ul><li>Could the research have been done </li></ul><ul><li>differently? </li></ul>

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