22/09/2014 · forecasting demand marketing management, ... "what are good metrics for...

22/09/2014

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Melakukan RisetPemasaran dan

Meramalkan PermintaanConducting

Marketing Research andForecasting Demand

Marketing Management, 13th ed

4

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2

Chapter Questions• What constitutes good marketing

research?• What are good metrics for measuring

marketing productivity?• How can marketers assess their return

on investment of marketingexpenditures?

• How can companies more accuratelymeasure and forecast demand


Gillette Used Extensive MarketResearch When Designing the Venus

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What is Marketing Research?

Marketing research is the systematicdesign, collection, analysis, and

reporting of data and findings relevantto a specific marketing situation facing

the company.


Types of Marketing Research Firms

Syndicated-service Custom Specialty-

line


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


Step 2: Develop the Research Plan

DataSources

ContactMethods

ResearchInstruments

SamplingPlan

ResearchApproach


Research ApproachesObservationObservation

Focus GroupFocus Group

SurveySurvey

Behavioral DataBehavioral Data

ExperimentationExperimentation

EthnographicEthnographic

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Focus Group in Session


Research Instruments

QuestionnairesQualitative MeasuresTechnological Devices


Questionnaire Do’s and Don’ts

• Ensure questions arefree 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

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Question Types—Dichotomous

In arranging this trip, did you contactAmerican Airlines?

Yes No


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


Question Types—Likert Scale

Indicate your level of agreement with thefollowing statement: Small airlines generally givebetter 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


Question Types—Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important


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 onAmerican Airlines if in-flight Internet accesswere available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy


Question Types—CompletelyUnstructured

What is your opinion of American Airlines?


Question Types—Word Association

What is the first word that comes to your mindwhen you hear the following?

Airline ________________________

American _____________________

Travel ________________________

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Question Types—Sentence Completion

When I choose an airline, the most importantconsideration in my decision is:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.


Question Types—Story Completion

“I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the followingthoughts and feelings.” Now complete the story.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Question Types—Picture(Empty Balloons)

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Question Types—ThematicApperception Test

Make up a story that reflects what you think ishappening in this picture.


Qualitative Measures

Word AssociationWord Association

Projective TechniquesProjective Techniques

VisualizationVisualization

Brand PersonificationBrand Personification

LadderingLaddering


Technological Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS

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Nielsen Outdoor Leverages GPS toTrack Billboard Reach


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?


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


Pros and Cons of Online Research

Advantages• Inexpensive• Fast• Accuracy of data,

even for sensitivequestions

• Versatility

Disadvantages• Small samples• Skewed samples• Technological

problems• Inconsistencies


MarketTools’ Research Panels

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What is aMarketing Decision Support System

(MDSS)?

A marketing decision supportsystem is a coordinated collection ofdata, systems, tools, and techniqueswith supporting hardware and softwareby which an organization gathers andinterprets relevant information frombusiness and environment and turns itinto a basis for marketing action.


Barriers Limiting the Use ofMarketing Research

• A narrow conception of the research• Uneven caliber of researchers• Poor framing of the problem• Late and occasionally erroneous

findings• Personality and presentational

differences


Table 4.3 Characteristics ofGood Marketing Research

Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

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What is Marketing Metrics?

Marketing metrics is the set ofmeasures that helps marketersquantify, compare, and interpret

marketing performance.


Table 4.4 Marketing MetricsExternal• 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


What is Marketing-Mix Modeling?

Marketing-mix models analyze datafrom a variety of sources, such as

retailer scanner data, companyshipment data, pricing, media, and

promotion spending data, to understandmore precisely the effects of specific

marketing activities.

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Marketing Dashboards

• A customer-performance scorecardrecords how well the company is doingyear after year on customer-basedmeasures.

• A stakeholder-performancescorecard tracks the satisfaction ofvarious constituencies who have acritical interest in and impact on thecompany’s performance includingemployees, suppliers, banks,distributors, retailers, and stockholders.


Table 4.5 Sample Customer-PerformanceScorecard Measures

• % of new customers to average #• % of lost customers to average #• % of win-back customers to average #• % of customers in various levels of satisfaction• % of customers who would repurchase• % of target market members with brand recall• % of customers who say brand is most

preferred


Common Measurement Paths

Customer Metrics Pathway

Unit Metrics Pathway

Cash-flow Metrics Pathway

Brand Metrics Pathway

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Figure 4.2 Marketing MeasurementPathways


Figure 4.3 Example of aMarketing Dashboard


The Measures of Market Demand

PotentialMarket

PenetratedMarket

TargetMarket

AvailableMarket

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Vocabulary for Demand Measurement

• Market demand• Market forecast• Market potential• Company demand• Company sales forecast• Company sales potential


Figure 4.4 Ninety Types ofDemand Measurement


Figure 4.5Market Demand Functions

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Figure 4.5Market Demand Functions


Product Penetration Percentage


How Can We EstimateCurrent Demand?

• Total market potential

• Area market potential• Market buildup method• Multiple-factor index method

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Table 4.6 CalculatingBrand Development Index


Estimating Future Demand

• Survey of Buyers’ Intentions• Composite of Sales Force Opinions• Expert Opinion• Past-Sales Analysis• Market-Test Method


Marketing Debate

What is the best type of marketingresearch?

Take a position:1. Marketing research should be quantitative.or2. Marketing research should be qualitative.

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Marketing Discussion

When was the last time youparticipated in a survey?

How helpful do you think theinformation you provided was?

Could the research have been donedifferently?

22/09/2014 · forecasting demand marketing management, ... "what are good metrics for...

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