kotler 13e chap 4 - market research - catacutan
TRANSCRIPT
1
CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND
Angelo Martin B. CatacutanAteneo School of Medicine and Public
Health
www.josephdeungria.com
Top 10 Concepts
Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?
Outline:Forecasting Demand7. Forecasting and measuring demand –
why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?
Concept 1:
Why do marketing research?
Diagnostic tool
Provides marketing insights
Concept 2:
Who does marketing research?
VS
The Marketing Research Process Define Problem, Decision Alternatives, and
Research Objectives Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision
Concept 3:
How do we domarket research?
X
Simple Mnemonic:
“PAO Plans To Coll Ana To Present and Decide”
Concept 3:
How do we domarket research?
Defining the Problem, Alternatives, and Objectives
Concept 3:
How do we domarket research?
X X
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Contact Methods
1° 2°
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
•Observational•Ethnographic• FGD•Survey•Behavioral•Experimental
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan • Questionnaires
• Qualitative Measures• Technology
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Research Approach
Research Instrument
Sampling Plan
Contact Methods Researc
hPlan
• Probability• Non Probability
Develop Research Plan
Concept 3:
How do we domarket research?
Data Sources
Sampling Plan
Contact Methods
ResearchPlan
Develop Research Plan Collect Information Analyze Information Present Findings Make a Decision
Concept 3:
How do we domarket research?
Seven CharacteristicsMultiple methodsResearch creativityScientific methodHealthy skepticismInterdependence of models and dataValue and cost informationEthical marketing
Concept 4:
Is your market research good enough?
REMEMBER: MRS. HIVEs!
Why companies fail to do so?
Research Structure Execution Erroneous Results Preferences
Concept 5:
How to use it well?
Measuring marketing productivity Marketing metrics
Asses marketing effects Marketing-mix Modeling
Estimate impact of marketing techniques
Concept 6:
What can you use it for?
Marketing Dashboard Structures the data gathered
Customer performance scorecard Stakeholer performance scorecard
Concept 6:
What can you use it for?
Identify market opportunities!
Concept 7:
Why forecast and measure demand?
Market Demand Company Demand
Concept 8:
What are the types of demand?
WAIT! Know first how the beak down of the market is!
Concept 8:
What are the types of demand?
Potential Market
Target Market
Penetrated Market
Market Demand Total volume bought
Company Demand Estimated share of market demand
Concept 8:
AGAIN! What are the types of demand?
Total Market Potential Area Market Potential Industry Sales Market Shares
Concept 9:
How do you estimate CURRENT Demand?
Buyers’ intentions Sales force’s input Expert opinions Past sales analysis Market testing
Concept 10:
How do you estimate FUTURE Demand?
Outline: Marketing Research…1. Why do it?2. Who does it?3. How do we do it?4. Is the research good enough?5. How to use it well?6. What can you use it for?
Outline:Forecasting Demand7. Forecasting and measuring demand –
why?8. What are the types of demand?9. How do you estimate current demand?10. How about future demands?
Conclusion: Market Research and Forecasting Demand
To gain insight of the market:Study itPredict what happensLook for opportunitiesAnd of course…
Carpe Diem!
30
CONDUCTING MARKETING RESEARCH and FORECASTING DEMAND
Angelo Martin B. CatacutanAteneo School of Medicine and Public
Health
www.josephdeungria.com
Top 10 Concepts