chapter 4 marketing research
TRANSCRIPT
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