4-1 Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.

4-2 The Marketing Research Process Define the problem / Opportunity Develop the research plan Collect information Analyze information Present findings Make decision

4-3 Step 1 Define the problem / opportunity Should internet service be introduced in in-flight services? Specify decision alternatives If yes, should service be offered to everyone or first class only? What price should be charged? State research objectives What type of first class passengers will use in-flight service How many first class passengers are likely to avail this service How many of these passengers will buy the service at different price levels

4-4 Step 2 Data sources Research approach Research instruments Sampling plan Contact methods

4-5 Research Approaches Observation Focus group Survey Behavioral Data Experimentation

4-6 Research Instruments Questionnaires Qualitative Measures Mechanical Devices

4-7 Avoid words that could be misheard Allow for “other” in fixed response questions Questionnaire Do’s and Don’ts Make questions simple Make questions specific Avoid jargon

4-8 Question Types - Dichotomous In arranging this trip, did you contact PIA?  Yes  No

4-9 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

4-10 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

4-11 Question Types – Semantic Differential PIA Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned

4-12 Question Types – Importance Scale Airline food service is _____ to me.  Extremely important  Very important  Somewhat important  Not very important  Not at all important

4-13 Question Types – Rating Scale PIA’s food service is _____.  Excellent  Very good  Good  Fair  Poor

4-14 Question Types – Intention to Buy Scale How likely are you to purchase tickets from PIA if in-flight Internet access were available?  Definitely buy  Probably buy  Not sure  Probably not buy  Definitely not buy

4-15 Question Types – Completely Unstructured What is your opinion of PIA?

4-16 Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ Travel ________________________

4-17 Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________.

4-18 Question Types – Story Completion “I flew PIA 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. ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________

4-19 Mechanical Devices Galvanometers ( Can measure interest or emotion aroused by a specific ad or picture ) Tachistoscope ( Flashes an ad to a subject within an exposure interval that may range from less than one hundredth of a second to several seconds. After each exposure respondents describe every thing that he/she recalls) Eye cameras ( To see where eyes land first ) Audiometers ( Can be attached to TV sets in participating homes to record when the set is on & which channel is tuned ) GPS ( Global Positioning System can measure the no. of billboards a person may walk by or drive by during a day.

4-20 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?

4-21 Types of Samples Probability Simple random Stratified random( mutually exclusive groups) Nonprobability Convenience Judgment Quota

4-22 Contact Methods Mail questionnaire Telephone interview Personal interview Online interview

Step: 4 Analyze the information Step: 5 Present Finding: About 10 passengers out 0f 40 will use the internet service at Rs.200 & 12 will use at Rs. 150 incremental charge for international flights.  Step : 6 Make the decision 4-23