-Ch#3 Marketing Research

7/23/2019 -Ch#3 Marketing Research

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1) Scanning the Marketing Environment,

2) Forecasting Demand &

3) Conducting Marketing Research

Marketing ManagementA South Asian Perspective


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What is a

Marketing Information System (MIS)?

A marketing information system

consists of people, equipment, and

procedures to gather, sort, analyze,

evaluate, and distribute needed, timely,

and accurate information to

marketing decision makers.

MIS consist of:

a) Internal Records

b) Marketing Intelligence System

c) Marketing Research System

Information Needs Probes

What decisions do you regularly make?

What information do you need to make these

decisions?

What information do you regularly get?

What special studies do you periodicallyrequest?

What information would you want that you

are not getting now?

What are the four most helpful improvements

that could be made in the present marketing

information system?


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Internal Records andMarketing Intelligence

Order-to-Payment

Cycle

Databases,

Warehousing,Data Mining

Marketing

IntelligenceSystem

Sales

Information

System

Steps to Improve Marketing Intelligence

Train sales force to scan for new developments

Motivate channel members to share intelligence

Network externally

Utilize a customer advisory panel

Utilize government data resources

Purchase information

Collect customer feedback online


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Sources of Competitive Information

Independent customer goods and service

review forums

Distributor or sales agent feedback sites

Combination sites offering customer reviews

and expert opinions

Customer complaint sites

Public blogs

Macroenvironment


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Needs and Trends

Fad

Trend

Megatrend

Environmental Forces

Demographic

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural


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Population and Demographics

Population growth

Population age mix

Ethnic markets

Educational groups

Household patterns

Geographical shifts

Forecasting Demand


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The Measures of Market Demand

1. Potential

Market

4. PenetratedMarket3. TargetMarket

2. Available

Market

Vocabulary for Demand Measurement

Market demand

Market forecast

Market potential

Company demand

Company sales forecast

Company sales potential


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Ninety Types of

Demand Measurement

Market Demand Functions


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Market Demand Functions

Product Penetration Percentage


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How Can We Estimate

Current Demand?

Total market potential

Area market potential

Market buildup method

Multiple-factor index method

Estimating Future Demand

Survey of Buyers Intentions

Composite of Sales Force Opinions

Expert Opinion Past-Sales Analysis

Market-Test Method


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Marketing Research

Extensive Market Research before

launching the product


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What is Marketing Research?

Marketing research is the systematic

design, collection, analysis, and

reporting of data and findings relevant

to a specific marketing situation facing

the company.

Types of Marketing Research Firms

Syndicated-

Service

Marketing

Research Firms

Custom

Marketing

Research Firms

Specialty-

LineMarketing

Research Firms


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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make

decision

Step 1: Define the Problem

Define the problem

Specify decision alternatives

State research objectives


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Step 2: Develop the Research Plan

Data

Sources

Contact

Methods

Research

Instruments

Sampling

Plan

Research

Approach

Data Sources

Internal External

Secondary Data

(Already Exists)

Primary Data

(Freshly Gathered

For A Specific Purpose)


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Types of Research

Exploratory

Descriptive

Causal

Research Approaches

Observation

Focus Group

Survey

Behavioral Data

Experimentation

Ethnographic


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Focus Group in Session

Research Instruments

Questionnaires

Qualitative Measures

Technological Devices


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Questionnaire Dos and Donts

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 fixedresponse questions

Question TypesDichotomous

In arranging this trip, did you contact

American Airlines?

Yes No


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Question TypesMultiple 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 TypesLikert 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 TypesSemantic Differential

American Airlines

Large ....Small

Experienced..Inexperienced

Modern...Old-fashioned

Question TypesImportance 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 TypesRating Scale

American Airlines food service is _____.

Excellent

Very good

Good

Fair

Poor

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 TypesCompletely

Unstructured

What is your opinion of American Airlines?

Question TypesWord Association

What is the first word that comes to your mind

when you hear the following?

Airline ________________________

American _____________________

Travel ________________________


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Question Types

Sentence Completion

When I choose an airline, the most important

consideration in my decision is:

_____________________________________

_____________________________________

_____________________________________

_____________________________________

_____________________________________

_____________________________________

__________________.

Question TypesStory Completion

I flew American a few days ago. I noticed that

the exterior and interior of the plane had very

bright colors. This aroused in me the following

thoughts and feelings. Now complete the story.

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________


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Question TypesPicture

(Empty Balloons)

Question TypesThematic

Apperception Test

Make up a story that reflects what you think is

happening in this picture.


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Qualitative Measures

Word Association

Projective Techniques

Visualization

Brand Personification

Laddering

Technological Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS


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Nielsen Outdoor Leverages GPS to

Track 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?


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Types of Samples

Probability Samples

Simple random

Stratified random

Cluster

Nonprobability Samples

Convenience

Judgment

Quota

Contact Methods

Mail Questionnaire

Telephone

Interview

Personal

Interview

Online

Interview


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Pros and Cons of Online Research

Advantages

Inexpensive

Fast

Accuracy of data,

even for sensitive

questions

Versatility

Disadvantages

Small samples

Skewed samples

Technological

problems

Inconsistencies

Documents

-Ch#3 Marketing Research