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ConductingMarketing Research
&Forecasting Demand
CHapter
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Chapter Questions
What is marketing research? What constitutes good marketing research? The marketing research process.
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What is Marketing Research?
Marketing research is the systematic design,collection, analysis, and reporting of data and
findings relevant to a specific marketing situationfacing the company.
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Types of Marketing Research Firms
Syndicated service research firms Firms gather consumer & trade information, which they sell for a
fee e.g. ACNielsen, National Council For Applied EconomicResearch (NCAER)
Custom marketing research firms They design & carry out research studies for various clients based
on specific briefs.
Specialty-line marketing research firms These firms provides specialized research services such asdeveloping a research brief, collecting field data, preparing dataanalyses & reports for other firms.
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The Marketing Research Process
Develop The Research Plan
Define the problem, The decisionalternatives & the research objectives
Collect The Information
Make The Decision
Present The Findings
Analyze The Information
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Step 1: Define the Problem
Define the problem Problem should not be too broad or too narrow.
Specify decision alternatives State research objectives
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Step 2: Develop the Research Plan
Data sources Research approach Research instruments Sampling plan
Contact methods
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Step 2: Develop the Research Plan
Data sources Secondary data, primary data or both.
Research approaches
Observational Research Ethnographic Research Focus group Research Survey Research Behavioral data Experimental Research
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Step 2: Develop the Research Plan
Research instruments Questionnaires Qualitative Measures
Technological Devices
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Questionnaire Dos and Donts
Ensure questions are freeof 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 fixedresponse questions
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Question Types (Closed End) -Dichotomous
In arranging this trip, did you contact American Airlines?
Yes No
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Question Types Multiple Choice
With whom are you traveling on this trip?
No one
SpouseSpouse and children
Children only
Business associates/friends/relatives
An organized tour group
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Question Types Likert Scale
Indicate your level of agreement with thefollowing statement: Small airlines generally givebetter service than large ones.
Strongly disagree
Disagree
Neither agree nor disagree Agree
Strongly agree
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Question Types Intention to Buy Scale
How likely are you to purchase tickets on American Airlines if in-flight Internet accesswere available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
( d) l l
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Question Types (Open End) -CompletelyUnstructured
What is your opinion of American Airlines?
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Question Types Word Association
What is the first word that comes to your mindwhen you hear the following?
Airline ________________________
American _____________________
Travel ________________________
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Question Types Sentence Completion
When I choose an airline, the most importantconsideration in my decision is:
_____________________________________
_____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.
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Question Types Story Completion
I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the following
thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
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Question Types Picture (Empty Balloons)
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Technological Devices
Galvanometers Measure the interest or emotions aroused by exposure to specific
ad or picture.
Tachistoscope Flashes an ad to a subject with an exposure interval that rangefrom less than one hundredth of a second to several seconds.
Eye cameras Study respondents eye movements to see where their eyes land
first, how long they linger on a given item.
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Technological Devices
Audiometers Attached to TV sets in participating homes record when the
set on & to which channel is tuned.
GPS Global Positioning System How many billboards a personmay walk by or drive by during a day.
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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?
Step 2: Develop the Research Plan
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Types of Samples
Probability Samples Simple random
Every member of the populationhas an equal chance of selection.
Stratified random The population is divided into
mutually exclusive groups i.e. agegroup & random sample drawnfrom each group.
Cluster The population is divided into
mutually exclusive groups i.e. cityblocks the researcher draws asample of the group.
Nonprobability Samples Convenience
The researcher selects the mostaccessible population members.
Judgment The researcher selects population
members who are good prospects foraccurate information .
Quota The researcher find & interviews aprescribed number of people in eachof several categories.
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Pros and Cons of Online Research
Advantages Inexpensive Fast Accuracy of data, even
for sensitive questions
Versatility
Disadvantages Small samples Skewed samples Technological problems Inconsistencies
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The data collection phase of marketing researchis generally the most expensive and the most
prone to error.
Data collection methods are rapidly improvingthanks to computers and telecommunications.
Step 3: Collect the I n fo rm a t ion
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The next to last step in the process is to extractfindings by tabulating the data and developing
frequency distributions.
Step 4: Analyze the I n fo rm a t io n
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As the last step, the researcher present findingsrelevant to major marketing decisions facing
management.
Step 5: Present the findings
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Research findings provide additional informationand help the managers in decision making
process.
Step 6: Make the decision
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Marketing Management A South Asian Perspectiveby Philip Kotler, Kevin Lane Keller, Abraham Koshy &Mithileshwar Jha, 13th Edition, Published by PearsonEducation, Inc.
Strategic Marketing Management Meeting TheGlobal Marketing Challenges by Carol H. Anderson &Julian W. Vincze Published by Houghton Mifflin Company.
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Principles of Marketing by Philip Kotler & Gary ArmstrongThirteenth Edition, Published by Prentice Hall
Bibliography
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The fragrance of flowers spreads only in thedirection of the wind. But the goodness of a
person spreads in all directions!- Author Unknown
The End