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Marketing Management, 12/eA South Asian Perspective
4 Conducting
Marketing Research and Forecasting Demand
Dr. Hitesh Ruparel
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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?
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Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
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Types of Marketing Research Firms
Syndicated Custom Specialty-line
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The Marketing Research Process
Define the problem Develop the research plan Collect information Analyze information Present findings Make decision
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Step 1
Define the problem Specify decision alternatives State research objectives
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Step 2
Data sources Research approach Research instruments Sampling plan Contact methods
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Research Approaches
Observation Focus group Survey Behavioral Data Experimentation
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Research Instruments
Questionnaires Qualitative Measures Mechanical Devices
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Avoid negatives Avoid hypotheticals Avoid words that could
be misheard Use response bands Use mutually exclusive
categories Allow for “other” in fixed
response questions
Questionnaire Do’s and Don’tsEnsure questions are
free of biasMake questions simpleMake questions specificAvoid jargonAvoid sophisticated
wordsAvoid ambiguous words
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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 ICICI Bank ?
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Question Types – Word Association
What is the first word that comes to your mind when you hear the following?
Finance ________________________
Bank _____________________
Multi National Banking _____________________
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Question Types – Sentence Completion
When I choose an bank, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
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Question Types – Story Completion
I submitted to clear my L/C quite a few days ago, I have still not received from my Banker…”Complete the Story” ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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Question Types –Picture (Empty Balloons)
Hi!, I am Region Head – ICICI, US
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Qualitative Measures
Shadowing Behavior mapping Consumer Interactions Camera journals Extreme user interviews Storytelling Unfocused groups
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Mechanical Devices
Eye cameras Audiometers GPS
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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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Types of Samples
Probability Simple random Stratified random Cluster
Nonprobability Convenience Judgment Quota
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Contact Methods
Mail questionnaire Telephone interview Personal interview Online interview
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Characteristics of Good Marketing Research
Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
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Tools to Measure Marketing Plan Performance
Sales analysis Market share analysis Expense-to-Sales Analysis Financial Analysis
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Sales Analysis
Sales-Variance Analysis Micro-Sales Analysis
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Market Share Analysis
Overall market share Served market share Relative market share
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Marketing-Profitability Analysis
Step 1: Identifying Functional Expenses
Step 2: Assigning Functional Expenses to Marketing Entities
Step 3: Preparing a Profit-and-Loss Statementfor each Marketing Entity
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Distinguishing Types of Costs
Direct Traceable common Nontraceable common
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The Measures of Market Demand
Potential market Available market Target market Penetrated market
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Estimating Current Demand
Total market potential Area market potential
Market buildup methodMultiple-factor index method
Brand development index
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Estimating Future Demand
Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method