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8/12/2019 Marketing Research slides
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Conducting
Marketing Research and
Forecasting Demand
Market ing Management, 13thed
4
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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.
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-4
Types of Marketing Research Firms
Syndicated service
Custom
Specialty-line
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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
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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
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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
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8
Research Approaches
Observation
Ethnographic
Focus group
Survey
Behavioral data
Experimentation
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-9
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
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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
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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
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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
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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
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-14
Question TypesSemantic Differential
American Airlines
Large ....Small
Experienced..Inexperienced
Modern...Old-fashioned
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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
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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
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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
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-18
Question Types
Completely Unstructured
What is your opinion of American Airlines?
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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 ________________________
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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:
_____________________________________
__________________________________________________________________________
_____________________________________
_____________________________________
_______________________________________________________.
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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._______________________________________
_______________________________________
_______________________________________
______________________________________________________________________________
_______________________________________
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Question Types
Picture (Empty Balloons)
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-23
Qualitative Measures
Word association
Projective techniques
Visualization Brand personification
Laddering
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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
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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?
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Contact Methods
Mail questionnaire
Telephone interview
Personal interview Online interview
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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