MARKETING MANAGEMENT
12th edition
4
Conducting
Marketing Research
and Forecasting Demand
Kotler Keller
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?
2
Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
3
Types of Marketing Research Firms
Syndicated
Custom
Specialty-line
4
The Marketing Research Process
Define the problem
Develop the research plan
Collect information
Analyze information
Present findings
Make decision
5
Step 1
Define the problem
Specify decision alternatives
State research objectives
6
Step 2
Data sources
Research approach
Research instruments
Sampling plan
Contact methods
7
Research Approaches
Observation
Focus group
Survey
Behavioral Data
Experimentation
8
Research Instruments
Questionnaires
Qualitative Measures
Mechanical Devices
9
Avoid negatives
Avoid hypotheticals
Avoid words that could
be misheard
Use response bands
Use mutually exclusive
categories
Allow for “other” in fixed
response questions
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
10
Question Types - Dichotomous
In arranging this trip, did you contact American
Airlines?
Yes No
11
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
12
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
13
Question Types – Semantic Differential
American Airlines
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned
14
Question Types – Importance Scale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
15
Question Types – Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
16
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
17
Question Types –
Completely Unstructured
What is your opinion of American Airlines?
18
Question Types – Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
19
Question Types – Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________.
20
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.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
21
Question Types –
Picture (Empty Balloons)
22
Qualitative Measures
Shadowing
Behavior mapping
Consumer journey
Camera journals
Extreme user interviews
Storytelling
Unfocused groups
23
Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
24
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?
25
Types of Samples
Probability
Simple random
Stratified random
Cluster
Nonprobability
Convenience
Judgment
Quota
26
Contact Methods
Mail questionnaire
Telephone interview
Personal interview
Online interview
27
Characteristics of Good
Marketing Research
Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
28
Table 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
29
Table Sample Customer-
Performance Scorecard Measures
% of new customers to average #
% of lost customers to average #
% of win-back customers to average #
% of customers in various levels of satisfaction
% of customers who would repurchase
% of target market members with brand recall
% of customers who say brand is most preferred
30
Tools to Measure Marketing Plan
Performance
Sales analysis
Market share analysis
Expense-to-Sales Analysis
Financial Analysis
31
Sales Analysis
Sales-Variance Analysis
Micro-Sales Analysis
32
Market Share Analysis
Overall market share
Served market share
Relative market share
33
Marketing-Profitability Analysis
Step 1: Identifying Functional Expenses
Step 2: Assigning Functional Expenses to
Marketing Entities
Step 3: Preparing a Profit-and-Loss Statement
for each Marketing Entity
34
Distinguishing Types of Costs
Direct
Traceable common
Nontraceable common
35
The Measures of Market Demand
Potential market
Available market
Target market
Penetrated market
36
Estimating Current Demand
Total market potential
Area market potential
Market buildup method
Multiple-factor index method
Brand development index
37
Estimating Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
38
Purchase Probability Scale
Do you intend to buy an automobile within
the next 6 months?
No
Slight possibility
Fair possibility
Good possibility
High possibility
Certain
39
