Submit Search
Upload
Kotler mm 13e_basic_04
•
Download as PPT, PDF
•
1 like
•
151 views
ムハッマ ヤヤンヂ
Follow
Materi Kuliah Prof. Asep Hermawan
Read less
Read more
Education
Report
Share
Report
Share
1 of 41
Download now
Recommended
marketing research
marketing research
Slide Hub
Kotler mm13e media_04
Kotler mm13e media_04
kanwalg88
Kotlermm13 chapter 08
Kotlermm13 chapter 08
Youth for Better Future
Kotlermm13 chapter 04
Kotlermm13 chapter 04
Youth for Better Future
Kotlermm13 chapter 07
Kotlermm13 chapter 07
Youth for Better Future
Chap 4
Chap 4
umar0007
Chapter 4 Marketing
Chapter 4 Marketing
Beyer_Cuesta
Marketing Management - Chapter 8
Marketing Management - Chapter 8
Perkha Khan
Recommended
marketing research
marketing research
Slide Hub
Kotler mm13e media_04
Kotler mm13e media_04
kanwalg88
Kotlermm13 chapter 08
Kotlermm13 chapter 08
Youth for Better Future
Kotlermm13 chapter 04
Kotlermm13 chapter 04
Youth for Better Future
Kotlermm13 chapter 07
Kotlermm13 chapter 07
Youth for Better Future
Chap 4
Chap 4
umar0007
Chapter 4 Marketing
Chapter 4 Marketing
Beyer_Cuesta
Marketing Management - Chapter 8
Marketing Management - Chapter 8
Perkha Khan
Marketing Management - Chapter 3
Marketing Management - Chapter 3
Perkha Khan
Marketing Management - Chapter 5
Marketing Management - Chapter 5
Perkha Khan
Marketing Management - Chapter 10
Marketing Management - Chapter 10
Perkha Khan
Kotler pom13e student_05
Kotler pom13e student_05
MohdAlifHafifi
Dasrat goswami (2)
Dasrat goswami (2)
Dasrat goswami
Kotlermm13 chapter 05
Kotlermm13 chapter 05
Youth for Better Future
Kotler14e ippt ch4
Kotler14e ippt ch4
Nguyễn Mạnh Tú
Kotler mm 14e_17_ippt
Kotler mm 14e_17_ippt
Beulah Heights University
Kotlermm13 chapter 02
Kotlermm13 chapter 02
Youth for Better Future
Kotler mm 14e 14 ippt
Kotler mm 14e 14 ippt
Ehab Yousry
Dasrat goswami
Dasrat goswami
Dasrat goswami
Mm brand
Mm brand
mohd haris mohd hassan
Mm brand equity
Mm brand equity
mohd haris mohd hassan
C8
C8
Swastik Mohapatra
Ch 4 marketing research system
Ch 4 marketing research system
Saurav Khullar
Dasrat goswami (3)
Dasrat goswami (3)
Dasrat goswami
502412 malhotra mr6e_01
502412 malhotra mr6e_01
MdGolamkibria30
Kotler mm 14e_05_ippt
Kotler mm 14e_05_ippt
iothman10
Dasrat goswami (4)
Dasrat goswami (4)
Dasrat goswami
Introduction to Marketing Research.ppt
Introduction to Marketing Research.ppt
SuperMan209517
Market Research.pptx
Market Research.pptx
Anshika865276
Kotler mm 14e_04_ippt
Kotler mm 14e_04_ippt
Beulah Heights University
More Related Content
What's hot
Marketing Management - Chapter 3
Marketing Management - Chapter 3
Perkha Khan
Marketing Management - Chapter 5
Marketing Management - Chapter 5
Perkha Khan
Marketing Management - Chapter 10
Marketing Management - Chapter 10
Perkha Khan
Kotler pom13e student_05
Kotler pom13e student_05
MohdAlifHafifi
Dasrat goswami (2)
Dasrat goswami (2)
Dasrat goswami
Kotlermm13 chapter 05
Kotlermm13 chapter 05
Youth for Better Future
Kotler14e ippt ch4
Kotler14e ippt ch4
Nguyễn Mạnh Tú
Kotler mm 14e_17_ippt
Kotler mm 14e_17_ippt
Beulah Heights University
Kotlermm13 chapter 02
Kotlermm13 chapter 02
Youth for Better Future
Kotler mm 14e 14 ippt
Kotler mm 14e 14 ippt
Ehab Yousry
Dasrat goswami
Dasrat goswami
Dasrat goswami
Mm brand
Mm brand
mohd haris mohd hassan
Mm brand equity
Mm brand equity
mohd haris mohd hassan
C8
C8
Swastik Mohapatra
Ch 4 marketing research system
Ch 4 marketing research system
Saurav Khullar
Dasrat goswami (3)
Dasrat goswami (3)
Dasrat goswami
502412 malhotra mr6e_01
502412 malhotra mr6e_01
MdGolamkibria30
Kotler mm 14e_05_ippt
Kotler mm 14e_05_ippt
iothman10
Dasrat goswami (4)
Dasrat goswami (4)
Dasrat goswami
What's hot
(19)
Marketing Management - Chapter 3
Marketing Management - Chapter 3
Marketing Management - Chapter 5
Marketing Management - Chapter 5
Marketing Management - Chapter 10
Marketing Management - Chapter 10
Kotler pom13e student_05
Kotler pom13e student_05
Dasrat goswami (2)
Dasrat goswami (2)
Kotlermm13 chapter 05
Kotlermm13 chapter 05
Kotler14e ippt ch4
Kotler14e ippt ch4
Kotler mm 14e_17_ippt
Kotler mm 14e_17_ippt
Kotlermm13 chapter 02
Kotlermm13 chapter 02
Kotler mm 14e 14 ippt
Kotler mm 14e 14 ippt
Dasrat goswami
Dasrat goswami
Mm brand
Mm brand
Mm brand equity
Mm brand equity
C8
C8
Ch 4 marketing research system
Ch 4 marketing research system
Dasrat goswami (3)
Dasrat goswami (3)
502412 malhotra mr6e_01
502412 malhotra mr6e_01
Kotler mm 14e_05_ippt
Kotler mm 14e_05_ippt
Dasrat goswami (4)
Dasrat goswami (4)
Similar to Kotler mm 13e_basic_04
Introduction to Marketing Research.ppt
Introduction to Marketing Research.ppt
SuperMan209517
Market Research.pptx
Market Research.pptx
Anshika865276
Kotler mm 14e_04_ippt
Kotler mm 14e_04_ippt
Beulah Heights University
Kotler_MM_14e_04_sppt.ppt
Kotler_MM_14e_04_sppt.ppt
AliArslan689850
Kotler mm 14e_04_ippt
Kotler mm 14e_04_ippt
Happy Haha
Chap 4 pp
Chap 4 pp
Robin Jean
Kotler_MM_04_ippt.ppt
Kotler_MM_04_ippt.ppt
ShershahAdnan
FOM-Lecture-6.pptx
FOM-Lecture-6.pptx
attiajaved09
Chapter 4
Chapter 4
Awais Ahmed
Melaksanakan Riset Pemasaran dan Meramalkan Permintaan
Melaksanakan Riset Pemasaran dan Meramalkan Permintaan
nitalulu
Principlesof marketing 04 [compatibility mode]
Principlesof marketing 04 [compatibility mode]
Fraz Ali
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
MariaErikaFerrer
Principles of marketing_chapter_4
Principles of marketing_chapter_4
Anis Arafat
Chapter #4.ppt
Chapter #4.ppt
NishatIslam19
Ch 4
Ch 4
Ehab Yousry
business-markets
business-markets
Slide Hub
Kotler pom13e student_04
Kotler pom13e student_04
MohdAlifHafifi
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
Perkha Khan
Chapter #4
Chapter #4
Rayjenn Danielle Ferriols
Dasrat goswami (1)
Dasrat goswami (1)
Dasrat goswami
Similar to Kotler mm 13e_basic_04
(20)
Introduction to Marketing Research.ppt
Introduction to Marketing Research.ppt
Market Research.pptx
Market Research.pptx
Kotler mm 14e_04_ippt
Kotler mm 14e_04_ippt
Kotler_MM_14e_04_sppt.ppt
Kotler_MM_14e_04_sppt.ppt
Kotler mm 14e_04_ippt
Kotler mm 14e_04_ippt
Chap 4 pp
Chap 4 pp
Kotler_MM_04_ippt.ppt
Kotler_MM_04_ippt.ppt
FOM-Lecture-6.pptx
FOM-Lecture-6.pptx
Chapter 4
Chapter 4
Melaksanakan Riset Pemasaran dan Meramalkan Permintaan
Melaksanakan Riset Pemasaran dan Meramalkan Permintaan
Principlesof marketing 04 [compatibility mode]
Principlesof marketing 04 [compatibility mode]
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
Principles of marketing_chapter_4
Principles of marketing_chapter_4
Chapter #4.ppt
Chapter #4.ppt
Ch 4
Ch 4
business-markets
business-markets
Kotler pom13e student_04
Kotler pom13e student_04
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
Chapter #4
Chapter #4
Dasrat goswami (1)
Dasrat goswami (1)
More from ムハッマ ヤヤンヂ
Manajemen principle (part- 2) evolusi manajemen dan lingkungan manajemen-1
Manajemen principle (part- 2) evolusi manajemen dan lingkungan manajemen-1
ムハッマ ヤヤンヂ
Manajemen principle (part- 3) planning function-1
Manajemen principle (part- 3) planning function-1
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_07
Kotler mm 13e_basic_07
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_08
Kotler mm 13e_basic_08
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_10
Kotler mm 13e_basic_10
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_05
Kotler mm 13e_basic_05
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_09
Kotler mm 13e_basic_09
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_03
Kotler mm 13e_basic_03
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_02
Kotler mm 13e_basic_02
ムハッマ ヤヤンヂ
Kotler mm 13e_basic_01
Kotler mm 13e_basic_01
ムハッマ ヤヤンヂ
Kotler lama 9
Kotler lama 9
ムハッマ ヤヤンヂ
Kotler lama 2
Kotler lama 2
ムハッマ ヤヤンヂ
Kotler lama 1
Kotler lama 1
ムハッマ ヤヤンヂ
Dell komputer
Dell komputer
ムハッマ ヤヤンヂ
Ch01 kotler lama
Ch01 kotler lama
ムハッマ ヤヤンヂ
Kotler lama 3
Kotler lama 3
ムハッマ ヤヤンヂ
Kel filosofi sosial dan politik(1)
Kel filosofi sosial dan politik(1)
ムハッマ ヤヤンヂ
H06 s ch 05-money market -sept2013
H06 s ch 05-money market -sept2013
ムハッマ ヤヤンヂ
H05 govt securities market -sept2013
H05 govt securities market -sept2013
ムハッマ ヤヤンヂ
More from ムハッマ ヤヤンヂ
(20)
Manajemen principle (part- 2) evolusi manajemen dan lingkungan manajemen-1
Manajemen principle (part- 2) evolusi manajemen dan lingkungan manajemen-1
Manajemen principle (part- 3) planning function-1
Manajemen principle (part- 3) planning function-1
Kotler mm 13e_basic_07
Kotler mm 13e_basic_07
Kotler mm 13e_basic_08
Kotler mm 13e_basic_08
Kotler mm 13e_basic_10
Kotler mm 13e_basic_10
Kotler mm 13e_basic_05
Kotler mm 13e_basic_05
Kotler mm 13e_basic_09
Kotler mm 13e_basic_09
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
Kotler mm 13e_basic_03
Kotler mm 13e_basic_03
Kotler mm 13e_basic_02
Kotler mm 13e_basic_02
Kotler mm 13e_basic_01
Kotler mm 13e_basic_01
Kotler lama 9
Kotler lama 9
Kotler lama 2
Kotler lama 2
Kotler lama 1
Kotler lama 1
Dell komputer
Dell komputer
Ch01 kotler lama
Ch01 kotler lama
Kotler lama 3
Kotler lama 3
Kel filosofi sosial dan politik(1)
Kel filosofi sosial dan politik(1)
H06 s ch 05-money market -sept2013
H06 s ch 05-money market -sept2013
H05 govt securities market -sept2013
H05 govt securities market -sept2013
Recently uploaded
Sanyam Choudhary Chemistry practical.pdf
Sanyam Choudhary Chemistry practical.pdf
sanyamsingh5019
Model Call Girl in Bikash Puri Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Bikash Puri Delhi reach out to us at 🔝9953056974🔝
9953056974 Low Rate Call Girls In Saket, Delhi NCR
18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf
18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf
ssuser54595a
Solving Puzzles Benefits Everyone (English).pptx
Solving Puzzles Benefits Everyone (English).pptx
OH TEIK BIN
How to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptx
manuelaromero2013
PSYCHIATRIC History collection FORMAT.pptx
PSYCHIATRIC History collection FORMAT.pptx
PoojaSen20
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3
JemimahLaneBuaron
Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1
Maestría en Comunicación Digital Interactiva - UNR
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
VS Mahajan Coaching Centre
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
9953056974 Low Rate Call Girls In Saket, Delhi NCR
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
Thiyagu K
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
SoniaTolstoy
Incoming and Outgoing Shipments in 1 STEP Using Odoo 17
Incoming and Outgoing Shipments in 1 STEP Using Odoo 17
Celine George
Paris 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activity
GeoBlogs
Introduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptx
pboyjonauth
Industrial Policy - 1948, 1956, 1973, 1977, 1980, 1991
Industrial Policy - 1948, 1956, 1973, 1977, 1980, 1991
RKavithamani
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Krashi Coaching
Grant Readiness 101 TechSoup and Remy Consulting
Grant Readiness 101 TechSoup and Remy Consulting
TechSoup
Employee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptx
NirmalaLoungPoorunde1
Concept of Vouching. B.Com(Hons) /B.Compdf
Concept of Vouching. B.Com(Hons) /B.Compdf
UmakantAnnand
Recently uploaded
(20)
Sanyam Choudhary Chemistry practical.pdf
Sanyam Choudhary Chemistry practical.pdf
Model Call Girl in Bikash Puri Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Bikash Puri Delhi reach out to us at 🔝9953056974🔝
18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf
18-04-UA_REPORT_MEDIALITERAСY_INDEX-DM_23-1-final-eng.pdf
Solving Puzzles Benefits Everyone (English).pptx
Solving Puzzles Benefits Everyone (English).pptx
How to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptx
PSYCHIATRIC History collection FORMAT.pptx
PSYCHIATRIC History collection FORMAT.pptx
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3
Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
Incoming and Outgoing Shipments in 1 STEP Using Odoo 17
Incoming and Outgoing Shipments in 1 STEP Using Odoo 17
Paris 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activity
Introduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptx
Industrial Policy - 1948, 1956, 1973, 1977, 1980, 1991
Industrial Policy - 1948, 1956, 1973, 1977, 1980, 1991
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Grant Readiness 101 TechSoup and Remy Consulting
Grant Readiness 101 TechSoup and Remy Consulting
Employee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptx
Concept of Vouching. B.Com(Hons) /B.Compdf
Concept of Vouching. B.Com(Hons) /B.Compdf
Kotler mm 13e_basic_04
1.
Conducting Marketing Research and Forecasting
Demand Marketing Management, 13th ed 4
2.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-2 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?
3.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-3 What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
4.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-4 Types of Marketing Research Firms • Syndicated service • Custom • Specialty-line
5.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-5 The Marketing Research Process • Define the problem • Develop research plan • Collect information • Analyze information • Present findings • Make decision
6.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-6 Step 1: Define the Problem • Define the problem • Specify decision alternatives • State research objectives
7.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-7 Step 2: Develop the Research Plan • Data sources • Research approach • Research instruments • Sampling plan • Contact methods
8.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-8 Research Approaches • Observation • Ethnographic • Focus group • Survey • Behavioral data • Experimentation
9.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-9 Research Instruments • Questionnaires • Qualitative Measures • Technological Devices
10.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-10 Questionnaire Do’s and Don’ts • Ensure questions are free of bias • Make questions simple • Make questions specific • Avoid jargon • Avoid sophisticated words • Avoid ambiguous words • Avoid negatives • Avoid hypotheticals • Avoid words that could be misheard • Use response bands • Use mutually exclusive categories • Allow for “other” in fixed response questions
11.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-11 Question Types - Dichotomous In arranging this trip, did you contact American Airlines? Yes No
12.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-12 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
13.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-13 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
14.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-14 Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
15.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-15 Question Types – Importance Scale Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
16.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-16 Question Types – Rating Scale American Airlines’ food service is _____. Excellent Very good Good Fair Poor
17.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-17 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
18.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-18 Question Types – Completely Unstructured What is your opinion of American Airlines?
19.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-19 Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
20.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-20 Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.
21.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-21 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. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
22.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-22 Question Types – Picture (Empty Balloons)
23.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-23 Qualitative Measures • Word association • Projective techniques • Visualization • Brand personification • Laddering
24.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-24 Technological Devices • Galvanometers • Tachistoscope • Eye cameras • Audiometers • GPS
25.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-25 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?
26.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-26 Table 4.2 Types of Samples Probability Samples • Simple random • Stratified random • Cluster Nonprobability Samples • Convenience • Judgment • Quota
27.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-27 Contact Methods • Mail questionnaire • Telephone interview • Personal interview • Online interview
28.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-28 Pros and Cons of Online Research Advantages • Inexpensive • Fast • Accuracy of data, even for sensitive questions • Versatility Disadvantages • Small samples • Skewed samples • Technological problems • Inconsistencies
29.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-29 What is a Marketing Decision Support System (MDSS)? 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.
30.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-30 Barriers Limiting the Use of Marketing Research • A narrow conception of the research • Uneven caliber of researchers • Poor framing of the problem • Late and occasionally erroneous findings • Personality and presentational differences
31.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-31 Table 4.3 Characteristics of Good Marketing Research • Scientific method • Research creativity • Multiple methods • Interdependence • Value and cost of information • Healthy skepticism • Ethical marketing
32.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-32 What are Marketing Metrics? Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance.
33.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-33 Table 4.4 Marketing Metrics External • Awareness • Market share • Relative price • Number of complaints • Customer satisfaction • Distribution • Total number of 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.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-34 What is Marketing-Mix Modeling? Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
35.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-35 Marketing Dashboards • A customer-performance scorecard records how well the company is doing year after year on customer-based measures. • A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company’s performance including employees, suppliers, banks, distributors, retailers, and stockholders.
36.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-36 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
37.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-37 Common Measurement Paths • Customer metrics pathway • Unit metrics pathway • Cash-flow metrics pathway • Brand metrics pathway
38.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-38 The Measures of Market Demand • Potential market • Available market • Target market • Penetrated market
39.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-39 Vocabulary for Demand Measurement • Market demand • Market forecast • Market potential • Company demand • Company sales forecast • Company sales potential
40.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-40 How Can We Estimate Current Demand? • Total market potential • Area market potential • Market buildup method • Multiple-factor index method
41.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 4-41 Estimating Future Demand • Survey of Buyers’ Intentions • Composite of Sales Force Opinions • Expert Opinion • Past-Sales Analysis • Market-Test Method
Download now