1. Apa syarat-syarat riset pemasaran yang baik ? 2. Apa syarat-syarat ukuran yang baik untuk mengukur produktivitas pemasaran? 3. Bagaimana pemasar dapat menilai tingkat pengembalian dari investasi yang mereka tanamkan pada pengeluaran pemasaran? 4. Bagaimana perusahaan dapat mengukur dan meramalkan permintaan secara lebih akurat?

1. MARKETING MANAGEMENT
12th edition
4
Conducting
Marketing Research
and Forecasting
Demand
Kotler Keller

2. 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?
4-2

3. Build-A-Bear
Workshop makes
the most of
“interactive
entertainment
retailing”
4-3

4. 4-4
Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.

5. 4-5
Karmaloop.com

6. Types of Marketing Research Firms
4-6
Syndicated-service
Custom Specialty-line

7. The Marketing Research Process
4-7
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision

8. 4-8
Step 1
• Define the problem
• Specify decision alternatives
• State research objectives

9. Research
Approach
4-9
Step 2
Data
Sources
Research
Instruments
Contact
Methods
Sampling
Plan

10. 4-10
Research Approaches
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EExxppeerriimmeennttaattiioonn

11. 4-11
Focus Group in Session

12. 4-12
Research Instruments
Questionnaires
Qualitative Measures
Mechanical Devices

13. Questionnaire Do’s and Don’ts
• Avoid negatives
• Avoid hypotheticals
• Avoid words that could
be misheard
• Use response bands
• Use mutually exclusive
categories
• Allow for “other” in fixed
response questions
4-13
• Ensure questions are
free of bias
• Make questions simple
• Make questions specific
• Avoid jargon
• Avoid sophisticated
words
• Avoid ambiguous words

14. Question Types - Dichotomous
In arranging this trip, did you contact American
Airlines?
 Yes  No
4-14

15. 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
4-15

16. 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
4-16

17. Question Types – Semantic Differential
4-17
American Airlines
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned

18. Question Types – Importance Scale
4-18
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important

19. Question Types – Rating Scale
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
4-19

20. 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
4-20

21. Question Types –
Completely Unstructured
What is your opinion of American Airlines?
4-21

22. Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
4-22

23. Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
___________________________________.
4-23

24. 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.
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
___________________________________
4-24

25. 4-25
Question Types –
Picture (Empty Balloons)

26. Question Types –
Thematic Apperception Test
Make up a story that reflects what you think is
happening in this picture.
4-26

27. 4-27
Qualitative Measures
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CCaammeerraa jjoouurrnnaallss
EExxttrreemmee uusseerr iinntteerrvviieewwss
SSttoorryytteelllliinngg
UUnnffooccuusseedd ggrroouuppss

28. 4-28
Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS

29. 4-29
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?

30. 4-30
Types of Samples
Probability
• Simple random
• Stratified random
• Cluster
Nonprobability
• Convenience
• Judgment
• Quota

31. 4-31
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview

32. 4-32
Characteristics of Good
Marketing Research
 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing

33. Table 4.4 Marketing Metrics
External
• Awareness
• Market share
• Relative price
• Number of complaints
• Customer satisfaction
• Distribution
• Total number of
4-33
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

34. 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
4-34

35. Tools to Measure Marketing Plan
Performance
4-35
Sales
Analysis
Financial
Analysis
Expense-to-
Sales
Analysis
Market Share
Analysis

36. 4-36
Sales Analysis
Micro-
Sales
Analysis
Sales-
Variance
Analysis

37. 4-37
Market Share Analysis
• Overall market share
• Served market share
• Relative market share

38. Figure 4.2 The Control-Chart Model
4-38

39. 4-39
Figure 4.3 Financial Model of
Return on Net Worth

40. Marketing-Profitability Analysis
Step 1: Identifying Functional Expenses
Step 2: Assigning Functional Expenses to
4-40
Marketing Entities
Step 3: Preparing a Profit-and-Loss Statement
for each Marketing Entity

41. Table 4.6
Simplified Profit-and-Loss Statement
4-41

42. Table 4.7 Mapping Natural Expenses into
Functional Expenses
4-42

43. Table 4.8 Bases for Allocating Functional
Expenses to Channels
4-43

44. Table 4.9 Profit-and-Loss Statements
for Channels
4-44

45. Distinguishing Types of Costs
Direct Nontraceable
common
4-45
Traceable
common

46. Gladware uses
marketing-mix
modeling to test
advertising
effectiveness
4-46

47. The Measures of Market Demand
4-47
Potential
Market
Penetrated
Market
Target
Market
Available
Market

48. 4-48
Figure 4.4 Ninety Types of
Demand Measurement

49. 4-49
Figure 4.5
Market Demand Functions

50. 4-50
Figure 4.5
Market Demand Functions

51. Product Penetration Percentage
4-51

52. Estimating Current Demand
4-52
• Total market potential
• Area market potential
–Market buildup method
–Multiple-factor index method
• Brand development index

53. 4-53
Table 4.10 Calculating
Brand Development Index

54. Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method
4-54

55. Purchase Probability Scale
Do you intend to buy an automobile within
the next 6 months?
0.00 No
0.20 Slight possibility
0.40 Fair possibility
0.60 Good possibility
0.80 High possibility
1.00 Certain
4-55

56. 4-56
Marketing Debate
 What is the best type of marketing
research?
Take a position:
1. Marketing research should be
quantitative.
2. Marketing research should be
qualitative.

57. 4-57
Marketing Discussion
When was the last time you
participated in a survey? How helpful
do you think was the information
you provided? Could the research
have been done differently?