V47 Ch4 Market Research & Demand Zarah Adea

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V47 Ch4 Market Research & Demand Zarah Adea

  1. 1. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts
  2. 2. Outline: Conducting Marketing Research and Forecasting Demand <ul><li>Marketing research defined </li></ul><ul><li>Characteristics of a good marketing research </li></ul><ul><li>Market research process involves 6 steps </li></ul><ul><li>Data sources – Primary or </li></ul><ul><ul><ul><li>Secondary? </li></ul></ul></ul><ul><li>Research approaches & instruments </li></ul>
  3. 3. Outline: Conducting Marketing Research and Forecasting Demand <ul><li>Sampling plan & contact methods </li></ul><ul><li>Measures of market productivity </li></ul><ul><li>Two types of demands </li></ul><ul><li>Productive way to breakdown </li></ul><ul><ul><li>the market </li></ul></ul><ul><li>Estimating current & </li></ul><ul><ul><li>future demand </li></ul></ul>
  4. 4. Concept 1: Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. <ul><li>Insights to help interpret past performance and plan future activities </li></ul><ul><li>Companies can conduct their own marketing research or hire other companies to do it for them. </li></ul>
  5. 5. Concept 2: 7 Characteristics of a good marketing research
  6. 6. Concept 3: Marketing Research Process – 6 Steps
  7. 7. Concept 4: Decision 1: Data Sources – Primary or Secondary? Secondary Data Primary Data
  8. 8. Concept 5: Decision 2: Research Approaches & Instruments Research Approaches: Marketers collect primary data in five main ways
  9. 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. 10. Concept 6: Decision 3: Sampling Plan and Contact methods
  11. 11. Concept 6: Decision 3: Sampling Plan and Contact methods
  12. 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. 13. Concept 7: Two complementary approaches to measuring Marketing Productivity Customer- Performance scorecard Stakeholder- Performance scorecard
  14. 14. <ul><li>Market Demand </li></ul><ul><ul><li>Total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program </li></ul></ul><ul><li>Company Demand </li></ul><ul><ul><li>The company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. </li></ul></ul>Concept 8: Marketing is responsible for preparing sales forecasts based on estimates of demand
  15. 15. Concept 9: Marketers break down the market into segments to help them with market planning
  16. 16. Concept 10: Estimating Current & Future Demand
  17. 17. Summary: Conducting Marketing Research and Forecasting Demand <ul><li>Marketing research defined </li></ul><ul><li>7 Characteristics of a good marketing research </li></ul><ul><li>Market research process involves 6 steps </li></ul><ul><li>Data sources – Primary or </li></ul><ul><ul><ul><li>Secondary? </li></ul></ul></ul><ul><li>Research approaches & instruments </li></ul>
  18. 18. Summary: Conducting Marketing Research and Forecasting Demand <ul><li>Sampling plan & contact methods </li></ul><ul><li>Complementary measures of market productivity </li></ul><ul><li>Two types of demands </li></ul><ul><li>Productive way to breakdown </li></ul><ul><ul><li>the market </li></ul></ul><ul><li>Estimating current & </li></ul><ul><ul><li>future demand </li></ul></ul>
  19. 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. 20. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND Zarah Katrina C. Adea Ateneo Graduate School of Business Top 10 Concepts

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