Kotler MM 13e Overheads 04
4
Conducting
Marketing Research and
Forecasting Demand
Marketing Management, 13th ed
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Make
decision
Present findings
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Research Approaches
Observation
Observation
Ethnographic
Ethnographic
Focus
Focus Group
Group
Survey
Survey
Behavioral
Behavioral Data
Data
Experimentation
Experimentation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Qualitative Measures
Word
Word Association
Association
Projective
Projective Techniques
Techniques
Visualization
Visualization
Brand
Brand Personification
Personification
Laddering
Laddering
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.2 Types of Samples
Probability Samples
• Simple random
• Stratified random
• Cluster
Nonprobability Samples
• Convenience
• Judgment
• Quota
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.3 Characteristics of
Good Marketing Research
Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.4 Marketing Metrics
External
Internal
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
• Loyalty
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Common Measurement Paths
Customer Metrics Pathway
Unit Metrics Pathway
Cash-flow Metrics Pathway
Brand Metrics Pathway
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.2 Marketing Measurement
Pathways
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.3 Example of a
Marketing Dashboard
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Measures of Market Demand
Potential
Market
Available
Market
Target
Market
Penetrated
Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.4 Ninety Types of
Demand Measurement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.6 Calculating
Brand Development Index
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Conducting
Marketing Research and
Forecasting Demand
Marketing Management, 13th ed
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Make
decision
Present findings
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Research Approaches
Observation
Observation
Ethnographic
Ethnographic
Focus
Focus Group
Group
Survey
Survey
Behavioral
Behavioral Data
Data
Experimentation
Experimentation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Qualitative Measures
Word
Word Association
Association
Projective
Projective Techniques
Techniques
Visualization
Visualization
Brand
Brand Personification
Personification
Laddering
Laddering
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.2 Types of Samples
Probability Samples
• Simple random
• Stratified random
• Cluster
Nonprobability Samples
• Convenience
• Judgment
• Quota
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.3 Characteristics of
Good Marketing Research
Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.4 Marketing Metrics
External
Internal
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
• Loyalty
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Common Measurement Paths
Customer Metrics Pathway
Unit Metrics Pathway
Cash-flow Metrics Pathway
Brand Metrics Pathway
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.2 Marketing Measurement
Pathways
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.3 Example of a
Marketing Dashboard
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
The Measures of Market Demand
Potential
Market
Available
Market
Target
Market
Penetrated
Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.4 Ninety Types of
Demand Measurement
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 4.5
Market Demand Functions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 4.6 Calculating
Brand Development Index
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall