CH 04

4
Conducting Marketing Research and Forecasting Demand
Marketing Management
A South Asian Perspective, 13th ed
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.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
4-2
Types of Marketing Research Firms
Syndicatedservice
Custom
Specialtyline
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The Marketing Research Process

Define the problem Develop research plan
Collect information
Analyze information Present findings
Make decision
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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 Research Instruments Contact Methods

Research Approach Sampling Plan
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Research Approaches
Observation
Ethnographic
Focus Group Survey
Behavioral Data
Experimentation
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 4-7
Focus Group in Session
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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 fixed response questions
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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
Question TypesSemantic Differential

American Airlines Large ....Small Experienced..Inexperienced
Modern...Old-fashioned
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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
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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
Question TypesCompletely Unstructured

What is your opinion of American Airlines?
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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: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.
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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. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
Question TypesPicture (Empty Balloons)
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Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
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Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
Nielsen Outdoor Leverages GPS to Track Billboard Reach
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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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Table 4.2 Types of Samples

Probability Samples Simple random Stratified random Cluster Nonprobability Samples Convenience Judgment Quota
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Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
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
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What is a Marketing Decision Support System (MDSS)?
A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
Barriers Limiting the Use of Marketing Research

A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences
Typical Problems in Rural Research

Low literacy levels require innovations in questionnaire design scales Wide geographical dispersion requires long travels A large number of languages and dialects, requiring multiple translations Non-availability of working population at normal places of residence Poor access to women respondents Villages layout based on caste lines, requiring innovative sampling
Table 4.3 Characteristics of Good Marketing Research

Scientific method
Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
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What is Marketing Metrics?

Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret marketing performance.
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Table 4.4 Marketing Metrics

External
Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers Loyalty
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
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What is Marketing-Mix Modeling?

Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
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Marketing Dashboards
A customer-performance scorecard records how well the company is doing year after year on customer-based measures. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the companys performance including employees, suppliers, banks, distributors, retailers, and stockholders.
Table 4.5 Sample Customer-Performance Scorecard Measures

% of new customers to average # % of lost customers to average # % of win-back customers to average # % of customers in various levels of satisfaction % of customers who would repurchase % of target market members with brand recall % of customers who say brand is most preferred
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Common Measurement Paths

Customer Metrics Pathway
Unit Metrics Pathway Cash-flow Metrics Pathway
Brand Metrics Pathway
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Figure 4.2 Marketing Measurement Pathways
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Figure 4.3 Example of a Marketing Dashboard
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The Measures of Market Demand
Potential Market
Available Market
Target Market
Penetrated Market
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Vocabulary for Demand Measurement

Market demand Market forecast Market potential Company demand Company sales forecast Company sales potential
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Figure 4.4 Ninety Types of Demand Measurement
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Figure 4.5 Market Demand Functions
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Figure 4.5 Market Demand Functions
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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
Table 4.6 Calculating the Brand Development Index (BDI)
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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 Debate
What is the best type of marketing research? Take a position: 1. Marketing research should be quantitative. or
2. Marketing research should be qualitative.


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Conducting Marketing Research and Forecasting Demand

What is Marketing Research?

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Types of Marketing Research Firms

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

The Marketing Research Process

Step 1: Define the Problem

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Step 2: Develop the Research Plan

Data Sources Research Instruments Contact Methods

Research Approach Sampling Plan

Focus Group in Session

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Questionnaires Qualitative Measures Technological Devices

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Questionnaire Dos and Donts

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesMultiple Choice

Question TypesLikert Scale

Question TypesSemantic Differential

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesImportance Scale

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesRating Scale

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question Types Intention to Buy Scale

Probably not buy

Question TypesCompletely Unstructured

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesWord Association

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question Types Sentence Completion

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesStory Completion

Question TypesPicture (Empty Balloons)

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Nielsen Outdoor Leverages GPS to Track Billboard Reach

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Table 4.2 Types of Samples

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Pros and Cons of Online Research

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

What is a Marketing Decision Support System (MDSS)?

Barriers Limiting the Use of Marketing Research

Typical Problems in Rural Research

Table 4.3 Characteristics of Good Marketing Research

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

What is Marketing Metrics?

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Table 4.4 Marketing Metrics

What is Marketing-Mix Modeling?

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Table 4.5 Sample Customer-Performance Scorecard Measures

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Common Measurement Paths

Brand Metrics Pathway

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 4.2 Marketing Measurement Pathways