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

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

3. 4-3 Research Approaches Observation Focus Group Survey Behavioral Data Experimentation

4. 4-4 Focus Group in Session

5. 4-5 Research Instruments  Questionnaires  Qualitative Measures  Mechanical Devices

6. 4-6 Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

7. 4-7 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

8. 4-8 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

9. 4-9 Question Types – Semantic Differential American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned

10. 4-10 Question Types – Importance Scale Airline food service is _____ to me.  Extremely important  Very important  Somewhat important  Not very important  Not at all important

11. 4-11 Question Types – Rating Scale American Airlines’ food service is _____.  Excellent  Very good  Good  Fair  Poor

12. 4-12 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

13. 4-13 Question Types – Completely Unstructured What is your opinion of American Airlines?

14. 4-14 Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

15. 4-15 Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________.

16. 4-16 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. ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________

17. 4-17 Question Types – Picture (Empty Balloons)

18. 4-18 Qualitative Measures Shadowing Behavior mapping Consumer journey Camera journals Extreme user interviews Storytelling Unfocused groups

19. 4-19 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?

20. 4-20 Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview

21. 4-21 Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

22. 4-22 Tools to Measure Marketing Plan Performance Sales Analysis Financial Analysis Expense- to-Sales Analysis Market Share Analysis

23. 4-23 The Measures of Market Demand Potential Market Penetrated Market Target Market Available Market

24. 4-24 Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method

25. 4-25 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.