Post on 19-Jun-2015
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.
4-2
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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Step 1: Define the Problem
• Define the problem
• Specify decision alternatives
• State research objectives
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Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
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Data Sources
Internal External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)
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Research Approaches
ObservationObservation
Focus GroupFocus Group
SurveySurvey
Behavioral DataBehavioral Data
ExperimentationExperimentation
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Focus Group in Session
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Research Instruments
QuestionnairesQualitative MeasuresTechnological Devices
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Question Types—Dichotomous
In arranging this trip, did you contact American Airlines?
Yes No
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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
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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
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Question Types—Semantic Differential
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
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Question Types—Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
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Question Types—Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
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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
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Question Types—Completely Unstructured
What is your opinion of American Airlines?
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Question Types—Word Association
What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
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Question Types—Sentence Completion
When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
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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. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Question Types—Picture (Empty Balloons)
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Question Types—Thematic Apperception Test
Make up a story that reflects what you think is happening in this picture.
Qualitative research approaches
• Word Association
• Projective techniques
• Brand personification
• Laddering
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Technological devices
• Galvanometers
• Eye camera
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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?
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Table 4.2 Types of Samples
Probability Samples• Simple random• Stratified random• Cluster
Nonprobability Samples• Convenience• Judgment• Quota
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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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
Analyze the results
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Present the findings
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Make the decision
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What is Marketing Metrics?
Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret
marketing performance.
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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
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Figure 4.3 Example of a Marketing Dashboard
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The Measures of Market Demand
PotentialMarket(Interest)
PenetratedMarket
TargetMarket
AvailableMarket(I,I,A)
Vocabulary for demand measurement
• Market Demand
• Market forecast
• Market potential
• Company Demand
• Company Sales forecast
• Company sales potential
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Estimating Current Demand
• Total Market Potential
• Area market Potential
1.Market build up method
2.Multiple factor index method
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Product Penetration Percentage
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Estimating Future Demand
• Survey of Buyers’ Intentions
• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method