1. Conducting Marketing Research and Forecasting Demand

2. ITC Used Extensive Market Research before launching the Sunfeast range of biscuits

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

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

7. Step 2: Develop the Research Plan Data Sources Contact Methods Research Instruments Sampling Plan Research Approach

8. Research Approaches Observation Focus Group Survey Behavioral Data Experimentation Ethnographic

9. Focus Group in Session

12. Question Types — Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

15. Question Types — Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned

19. Question Types — Completely Unstructured What is your opinion of American Airlines?

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

21. Question Types — Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

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. Question Types — Picture (Empty Balloons)

24. Question Types — Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.

25. Qualitative Measures Word Association Projective Techniques Visualization Brand Personification Laddering

26. Technological Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS

27. Nielsen Outdoor Leverages GPS to Track Billboard Reach

30. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview