Chapter 4 1

MARKETING MANAGEMENT
4 Conducting Marketing Research and Forecasting Demand
Kotler
Keller
Chapter Questions
What constitutes good marketing research? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?
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Marketing Research Defined
Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.
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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
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Make decision
Step 1
Define the problem Specify decision alternatives State research objectives
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Step 2
Data Sources Research Instruments Contact Methods
Research Approach Sampling Plan
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Data Sources
Secondary data: collected for another purpose or already exist. Secondary data is information obtained from existing sources like company archives, government publications and websites (Sekaran, 2003).
Problems relating to secondary data include: - Availability of data The age of data Accuracy of data Reliability of data
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Secondary research can help the researchers in many ways as follows (Wright and Crimp, 2000): It keeps the researcher away from repeating work done by others. It is inexpensive in comparison with primary data. It helps the researcher to assess the availability of information particularly before the collection of primary data. It helps the researcher to evaluate gaps in the literature. Confidentiality is not a problem with secondary data.
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Primary data: gathered for a specific purpose. Primary data refers to information researchers obtained first-hand on the variables to address the research problem.
Problems associated with primary data include: Sampling Language and comprehension Respondent bias Non-response bias
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Research Approaches
Observation Focus Group Survey Behavioral Data Experimentation
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Focus Group in Session
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The main strength of qualitative research is the ability to obtain a more a indepth understanding of the studied area. Focus groups are used across different fields, like business, education, political science and public health. Focus group is a qualitative data collecting approach that takes advantage of structured interviewing techniques carried out in group setting.
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Focus group is semi-structured discussion of six to twelve people led by a moderator who tries to generate discussion about one or several topics in a group of the interviewees. It is a carefully planned discussion used to obtain the perceptions of a group of people on a specific area.
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There are five fundamental assumptions regarding focus groups: People are a valuable source of information. People are capable of discussing themselves and articulating their thoughts, feelings and behaviours. The moderator can help people retrieve information. The dynamics of the group can help to generate valid and reliable data. Group interviewing can be more effective than individual interviewing in particular research circumstances.
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Research Instruments
Questionnaires Qualitative Measures Mechanical Devices
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Questionnaire
The questionnaire is a useful flexible tool for business research, since it helps the researchers to gain information about consumer behaviour and needs. It is a structured technique to collect data using a series of written or verbal questions
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The design of the questionnaire affects the response rate as well as the reliability and the validity of the gathered data. However, to increase response rates, validity and reliability, there are a number of suggested techniques: Careful design of questions. Clear layout of the questionnaire outline. Clear explanation of the purpose of the questionnaire. Pilot testing. Cautiously planned and executed administration.
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The design of a questionnaire

Identification of the research objectives. Selection of the population to be studied. Choice of data collection e.g. personal administered, mail, internet. Ordering the topics to be studied. Establishing the cross-tabulations that will be needed. Deciding how the topics will be addressed e.g. closed ended questions and precoded. Questionnaire layout. Pretesting of the questionnaire.
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Question Types - Dichotomous

In arranging this trip, did you contact American Airlines? Yes No
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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
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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
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Question Types Semantic Differential

American Airlines Large ....Small Experienced..Inexperienced Modern...Old-fashioned
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Question Types Importance 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 Types Rating 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
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Question Types Completely Unstructured

What is your opinion of American Airlines?
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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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Question Types Sentence Completion

When I choose an airline, the most important consideration in my decision is: ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________.
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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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Question Types Thematic Apperception Test
Make up a story that reflects what you think is happening in this picture.
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Qualitative Measures
Shadowing Behavior mapping Consumer journey Camera journals Extreme user interviews Storytelling Unfocused groups
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Mechanical Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
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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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Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
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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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Table 4.4 Marketing Metrics

Internal External Awareness of goals Awareness Commitment to goals Market share Active support Relative price Number of complaints Resource adequacy Customer satisfaction Staffing levels Desire to learn Distribution Willingness to change Total number of customers Freedom to fail Loyalty Autonomy
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Tools to Measure Marketing Plan Performance
Sales Analysis Expenseto-Sales Analysis
Market Share Analysis Financial Analysis
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Sales Analysis
SalesVariance Analysis
MicroSales Analysis
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Market Share Analysis
Overall market share Served market share Relative market share
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The Measures of Market Demand
Potential Market
Available Market
Target Market
Penetrated Market
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Figure 4.5 Market Demand Functions
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Figure 4.5 Market Demand Functions
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Category and Brand Indices

CATEGORY DEVELOPMENT INDEX
BRAND DEVELOPMENT INDEX
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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. 2. Marketing research should be qualitative.
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Marketing Discussion
When was the last time you participated in a survey? How helpful do you think was the information you provided? Could the research have been done differently?
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MARKETING MANAGEMENT

4 Conducting Marketing Research and Forecasting Demand

Build-A-Bear Workshop makes the most of interactive entertainment retailing

Marketing Research Defined

Types of Marketing Research Firms

The Marketing Research Process

Define the problem Specify decision alternatives State research objectives

Data Sources Research Instruments Contact Methods

Research Approach Sampling Plan

Focus Group in Session

Questionnaires Qualitative Measures Mechanical Devices

The design of a questionnaire

Question Types - Dichotomous

Question Types Multiple Choice

Question Types Likert Scale

Question Types Semantic Differential

Question Types Importance Scale

Question Types Rating Scale

Question Types Intention to Buy Scale

Question Types Completely Unstructured

Question Types Word Association

Question Types Sentence Completion

Question Types Story Completion

Question Types Picture (Empty Balloons)

Question Types Thematic Apperception Test

Characteristics of Good Marketing Research

Table 4.4 Marketing Metrics

Tools to Measure Marketing Plan Performance

Sales Analysis Expenseto-Sales Analysis

Market Share Analysis Financial Analysis

Market Share Analysis

Overall market share Served market share Relative market share

The Measures of Market Demand

Figure 4.5 Market Demand Functions

Figure 4.5 Market Demand Functions

Category and Brand Indices

BRAND DEVELOPMENT INDEX

Estimating Future Demand

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Questionnaires Qualitative Measures Mechanical Devices