MARKETING MANAGEMENT
Conducting
Marketing Research
and Forecasting
Demand
4-2
Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
4-3
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision
4-4
Step 1
• Define the problem
• Specify decision alternatives
• State research objectives
4-5
Step 2 Develop the research Plan
Data
Sources
Contact
Methods
Research
Instruments
Sampling
Plan
Research
Approach
4-6
Research Approaches
Observation
Focus Group
Survey
Behavioral Data
Experimentation
4-7
Focus Group in Session
4-8
Research Instruments
Questionnaires
Qualitative Measures
Mechanical Devices
4-9
• Avoid negatives
• Avoid hypotheticals
• Avoid words that could
be misheard
• Use response bands
• Use mutually exclusive
categories
• Allow for “other” in fixed
response questions
Questionnaire Do’s and Don’ts
• Ensure questions are
free of bias
• Make questions simple
• Make questions specific
• Avoid jargon
• Avoid sophisticated
words
• Avoid ambiguous words
4-10
Question Types - Dichotomous
In arranging this trip, did you contact Air India?
Yes No
4-11
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
4-12
Question Types – Likert 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
4-13
Question Types – Semantic Differential
Air India
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned
4-14
Question Types – Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
4-15
Question Types – Rating Scale
Air India food service is _____.
Excellent
Very good
Good
Fair
Poor
4-16
Question Types –
Intention to Buy Scale
How likely are you to purchase tickets on Air India if
in-flight Internet access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
4-17
Question Types –
Completely Unstructured
What is your opinion of Air India?
4-18
Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
India _____________________
Travel ________________________
4-19
Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________.
4-20
Question Types –
Story Completion
“I flew Air India a few days ago. I noticed that the
exterior and interior of the plane had a very warm
feeling. This aroused in me the following thoughts
and feelings.” Now complete the story.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
4-21
Question Types –
Picture (Empty Balloons)
4-22
Question Types –
Thematic Apperception Test
Make up a story that reflects what you think is
happening in this picture.
4-23
Qualitative Measures
Shadowing
Behavior mapping
Consumer journey
Camera journals
Extreme user interviews
Storytelling
Unfocused groups
4-24
Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
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?
4-26
Types of Samples
Probability
• Simple random
• Stratified random
• Cluster (Area)
Nonprobability
• Convenience
• Judgment
• Quota
4-27
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview