1. Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4

2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2 Chapter Questions What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?

3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3 The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make decision

4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-4 Step 2: Develop the Research Plan Data Sources Contact Methods Research Instruments Sampling Plan Research Approach

5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-5 Research Approaches Observation Focus Group Survey Behavioral Data Experimentation Ethnographic

6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-6 Questionnaire Do’s and Don’ts 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

7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-7 Qualitative Measures Word Association Projective Techniques Visualization Brand Personification Laddering

8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8 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?

9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-9 Table 4.2 Types of Samples Probability Samples Simple random Stratified random Cluster Nonprobability Samples Convenience Judgment Quota

10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-10 Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview

11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-11 Table 4.3 Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12 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

13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-13 Common Measurement Paths Customer Metrics Pathway Unit Metrics Pathway Cash-flow Metrics Pathway Brand Metrics Pathway

14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-14 Figure 4.2 Marketing Measurement Pathways

15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-15 Figure 4.3 Example of a Marketing Dashboard

16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-16 The Measures of Market Demand Potential Market Penetrated Market Target Market Available Market

17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-17 Figure 4.4 Ninety Types of Demand Measurement

18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-18 Figure 4.5 Market Demand Functions

19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-19 Figure 4.5 Market Demand Functions

20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-20 Table 4.6 Calculating Brand Development Index