The document discusses conducting marketing research and forecasting demand. It defines marketing research and lists its key characteristics. The marketing research process involves 6 steps and choices around data sources, research approaches, instruments, and sampling. There are complementary approaches to measuring market productivity and estimating current and future demand by breaking down markets into segments.

1. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts

5. Concept 2: 7 Characteristics of a good marketing research

6. Concept 3: Marketing Research Process – 6 Steps

7. Concept 4: Decision 1: Data Sources – Primary or Secondary? Secondary Data Primary Data

8. Concept 5: Decision 2: Research Approaches & Instruments Research Approaches: Marketers collect primary data in five main ways

9. Concept 5: Decision 2: Research Approaches & Instruments Research Instruments: Marketing researchers have a choice of three main research instruments in collecting primary data

10. Concept 6: Decision 3: Sampling Plan and Contact methods

11. Concept 6: Decision 3: Sampling Plan and Contact methods

12. Concept 7: Two complementary approaches to measuring Marketing Productivity Used to assess marketing effects Used to estimate causal relationships & measure how marketing activity affects outcomes

13. Concept 7: Two complementary approaches to measuring Marketing Productivity Customer- Performance scorecard Stakeholder- Performance scorecard

15. Concept 9: Marketers break down the market into segments to help them with market planning

16. Concept 10: Estimating Current & Future Demand

19. My Conclusion: Conducting Marketing Research and Forecasting Demand The success of a brand or a product often depends on discovering market opportunities through marketing research and having timely, accurate, and actionable information about consumers and competition in order to make good business decisions.

20. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts