Marketing Research slides

  • View
    222

  • Download
    0

Embed Size (px)

Text of Marketing Research slides

  • 8/12/2019 Marketing Research slides

    1/27

    Conducting

    Marketing Research and

    Forecasting Demand

    Market ing Management, 13thed

    4

  • 8/12/2019 Marketing Research slides

    2/27

  • 8/12/2019 Marketing Research slides

    3/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3

    What is Marketing Research?

    Marketing researchis the systematic

    design, collection, analysis, and

    reporting of data and findings relevant

    to a specific marketing situation facing

    the company.

  • 8/12/2019 Marketing Research slides

    4/27

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

    Types of Marketing Research Firms

    Syndicated service

    Custom

    Specialty-line

  • 8/12/2019 Marketing Research slides

    5/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-5

    The Marketing Research Process

    Define the problem

    Develop research plan

    Collect information

    Analyze information

    Present findings

    Make decision

  • 8/12/2019 Marketing Research slides

    6/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-6

    Step 1: Define the Problem

    Define the problem

    Specify decision alternatives State research objectives

  • 8/12/2019 Marketing Research slides

    7/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-7

    Step 2: Develop the Research Plan

    Data sources

    Research approach

    Research instruments

    Sampling plan

    Contact methods

  • 8/12/2019 Marketing Research slides

    8/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8

    Research Approaches

    Observation

    Ethnographic

    Focus group

    Survey

    Behavioral data

    Experimentation

  • 8/12/2019 Marketing Research slides

    9/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-9

    Research Instruments

    Questionnaires

    Qualitative Measures

    Technological Devices

  • 8/12/2019 Marketing Research slides

    10/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-10

    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

  • 8/12/2019 Marketing Research slides

    11/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-11

    Question Types - Dichotomous

    In arranging this trip, did you contact

    American Airlines?

    Yes No

  • 8/12/2019 Marketing Research slides

    12/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12

    Question TypesMultiple Choice

    With whom are you traveling on this trip?

    No one

    SpouseSpouse and children

    Children only

    Business associates/friends/relatives

    An organized tour group

  • 8/12/2019 Marketing Research slides

    13/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-13

    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

  • 8/12/2019 Marketing Research slides

    14/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-14

    Question TypesSemantic Differential

    American Airlines

    Large ....Small

    Experienced..Inexperienced

    Modern...Old-fashioned

  • 8/12/2019 Marketing Research slides

    15/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-15

    Question TypesImportance Scale

    Airline food service is _____ to me.

    Extremely important

    Very important

    Somewhat important

    Not very important

    Not at all important

  • 8/12/2019 Marketing Research slides

    16/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-16

    Question TypesRating Scale

    American Airlines food service is _____.

    Excellent

    Very good

    Good

    Fair

    Poor

  • 8/12/2019 Marketing Research slides

    17/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-17

    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

  • 8/12/2019 Marketing Research slides

    18/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-18

    Question Types

    Completely Unstructured

    What is your opinion of American Airlines?

  • 8/12/2019 Marketing Research slides

    19/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-19

    Question Types

    Word Association

    What is the first word that comes to your mind

    when you hear the following?

    Airline ________________________

    American _____________________

    Travel ________________________

  • 8/12/2019 Marketing Research slides

    20/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-20

    Question Types

    Sentence Completion

    When I choose an airline, the most important

    consideration in my decision is:

    _____________________________________

    __________________________________________________________________________

    _____________________________________

    _____________________________________

    _______________________________________________________.

  • 8/12/2019 Marketing Research slides

    21/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-21

    Question Types

    Story 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._______________________________________

    _______________________________________

    _______________________________________

    ______________________________________________________________________________

    _______________________________________

  • 8/12/2019 Marketing Research slides

    22/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-22

    Question Types

    Picture (Empty Balloons)

  • 8/12/2019 Marketing Research slides

    23/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-23

    Qualitative Measures

    Word association

    Projective techniques

    Visualization Brand personification

    Laddering

  • 8/12/2019 Marketing Research slides

    24/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-24

    Technological Devices

    Galvanometers: Measure interest or emotionaroused by exposure to a specific ad or picture

    Tachistoscope: flashes an ad with exposure interval

    Eye cameras: where does the eye lands first?

    Audiometers

    GPS

  • 8/12/2019 Marketing Research slides

    25/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-25

    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?

  • 8/12/2019 Marketing Research slides

    26/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-26

    Contact Methods

    Mail questionnaire

    Telephone interview

    Personal interview Online interview

  • 8/12/2019 Marketing Research slides

    27/27

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-27

    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

Search related