Conducting Marketing Research & Forecasting Demand

Marketing Management

Submitted to Prof. de Ungria

Shelle Caiga

04.27.2012

Data Sources

Research Approach

Research Instruments

Sampling Plan

Contact Methods

Etnographic

Focus Group

Behavioral Data

Questionnaires: DO’s

Ensure questions are FREE of BIAS

K.I.S.S. (Keep It Short & Simple)

Make it SPECIFIC

No to JARGONS

No to SOPHISTICATED words

No to AMBIGUOUS words

Questionnaires: DON’Ts

No negatives

No hypothetical

No words that could be misheard

Use response bands

Use mutually exclusive categories

Allow for “other” in fixed response questions

Word Association

Projective Techniques

Visualization

Brand Personification

Laddering

Sampling Unit

Sample Size

Sampling Procedure

PROBABILITY

Sample Involve random selection

NON-PROBABILITY Sample

x Doesn’t involve random selection

MAILS QUESTIONNAIRES

FACE-TO-FACE INTERVIEW

PHONE INTERVIEW

ONLINE INTERVIEW

Awareness

Market share Relative price

Number of complaints

Customer satisfaction

Distribution

Total # of customers

Loyalty

Awareness of goals

Desire to learn

Resource adequacy

Active support

Customer satisfaction

Commitment of goals

Staffing levels

Willingness to change

Autonomy

Freedom to fail

Nobody counts the number of ads you run; they just remember the impression you make. – Bill Bernbach, advertising pioneer and founder of DDB

An EXEMPLARY

MARKETING RESEARCH

will definitely result to an

EXCELLENT CUSTOMER SATISFACTION