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4-1 MARKETING MANAGEMENT Conducting Marketing Research and Forecasting Demand.

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Presentation on theme: "4-1 MARKETING MANAGEMENT Conducting Marketing Research and Forecasting Demand."— Presentation transcript:

1 4-1 MARKETING MANAGEMENT Conducting Marketing Research and Forecasting Demand

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

3 Need estimates of prevalence? Objective answers by asking? Yes No Yes SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH OBSERVATIONAL RESEARCH FOCUS GROUPS No Research Flowchart Understanding of problem

4 4-4 Market Demand Functions

5 4-5 Market Demand Functions

6 4-6 Product Penetration Percentage

7 4-7 Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method

8 4-8 Activity 1.What does Fisher-Price need to know? 2.How should they find that out? (What type of research)? 3.What should they observe, ask, or measure?

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