|




 



  

 


 |
  

‡ 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?
O

 
 


 
 
 is the systematic
design, collection, analysis, and
reporting of data and findings relevant
to a specific marketing situation facing
the company.
 ð   
 
 


‡ Syndicated service
‡ Custom
‡ Specialty-line
 ð 
 
 
  

‡ Define the problem

‡ Develop research plan
‡ Collect information
‡ Analyze information
‡ Present findings
‡ Make decision
 ¢  
   

‡ Define the problem

‡ Specify decision alternatives
‡ State research objectives
 ¢      


‡ Data sources
‡ Research approach
‡ Research instruments
‡ Sampling plan
‡ Contact methods
  

 

‡ Observation
‡ Ethnographic
‡ Focus group
‡ Survey
‡ Behavioral data
‡ Experimentation
  




‡ Questionnaires
‡ Qualitative Measures
‡ Technological Devices
  


  !


!

‡ Ensure questions are ‡ Avoid negatives

free of bias ‡ Avoid hypotheticals
‡ Make questions simple ‡ Avoid words that could
‡ Make questions specific be misheard
‡ Avoid jargon ‡ Use response bands
‡ Avoid sophisticated ‡ Use mutually exclusive
words categories
‡ Avoid ambiguous words ‡ Allow for ³other´ in fixed
response questions
 
ð  "    

±n arranging this trip, did you contact

American Airlines?
r ‰es r No
  
ð  #  | 
With whom are you traveling on this trip?
r No one
r Spouse
r Spouse and children
r Children only
r Business associates/friends/relatives
r An organized tour group
  
ð  # $ ¢


±ndicate your level of agreement with the

following statement: Small airlines generally give
better service than large ones.
r Strongly disagree
r Disagree
r Neither agree nor disagree
r Agree
r Strongly agree
 
ð  # ¢ 

 



American Airlines
Large ««««««««««««...««.Small
Experienced«««««««.«.±nexperienced
Modern«««««««««.«..Old-fashioned
  
ð  #  

 ¢


Airline food service is _____ to me.

r Extremely important
r Very important
r Somewhat important
r Not very important
r Not at all important
  
ð  # 

¢


American Airlines¶ food service is _____.

r Excellent
r Very good
r Good
r Fair
r Poor
  
ð  #



 % ¢


How likely are you to purchase tickets on

American Airlines if in-flight ±nternet access
were available?
r Definitely buy
r Probably buy
r Not sure
r Probably not buy
r Definitely not buy
  
ð  #
|    &
 

What is your opinion of American Airlines?

  
ð  #
O  


What is the first word that comes to your mind

when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
  
ð  #
¢

 |  

When ± choose an airline, the most important

consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
  
ð  #
¢  |  

³± flew American a few days ago. ± 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.
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
  
ð  #
 '( %

)
 

 
 

‡ Word association
‡ Projective techniques
‡ Visualization
‡ Brand personification
‡ Laddering
 ð 
 
  

‡ Galvanometers
‡ Tachistoscope
‡ Eye cameras
‡ Audiometers
‡ GPS
 ¢



‡ Sampling unit: Who is to be surveyed?

‡ Sample size: How many people should be
surveyed?
‡ Sampling procedure: How should the
respondents be chosen?
 ð
 *+ð   ¢
 

 
 ¢
  ,
 
 ¢
 
‡ Simple random ‡ Convenience
‡ Stratified random ‡ Judgment
‡ Cluster ‡ Quota
 |

  

‡ Mail questionnaire
‡ Telephone interview
‡ Personal interview
‡ Online interview
  

|
 -

 





  



 
‡ ±nexpensive ‡ Small samples
‡ Fast ‡ Skewed samples
‡ Accuracy of data, ‡ Technological
even for sensitive problems
questions ‡ ±nconsistencies
‡ Versatility
 O



 
 
¢ ¢  
' ¢¢)
A 
 
 
 
   is a coordinated collection of
data, systems, tools, and techniques
with supporting hardware and software
by which an organization gathers and
interprets relevant information from
business and environment and turns it
into a basis for marketing action.
 %
 $
 &  

 
 


‡ A narrow conception of the research

‡ Uneven caliber of researchers
‡ Poor framing of the problem
‡ Late and occasionally erroneous
findings
‡ Personality and presentational
differences
 ð
 *+.|

  
/ 
 
 

‡ Scientific method
‡ Research creativity
‡ Multiple methods
‡ ±nterdependence
‡ Value and cost of information
‡ Healthy skepticism
‡ Ethical marketing
O

 
 
 

 
  are the set of
measures that helps marketers
quantify, compare, and interpret
marketing performance.
 ð
 *+*
 
 
(0 


 


‡ Awareness ‡ Awareness of goals
‡ Market share ‡ Commitment to goals
‡ Relative price ‡ Active support
‡ Number of complaints ‡ Resource adequacy
‡ Customer satisfaction ‡ Staffing levels
‡ Distribution ‡ Desire to learn
‡ Total number of ‡ Willingness to change
customers ‡ Freedom to fail
‡ Loyalty ‡ Autonomy
O

 
" 0  


 
"0   analyze data
from a variety of sources, such as
retailer scanner data, company
shipment data, pricing, media, and
promotion spending data, to understand
more precisely the effects of specific
marketing activities.

 



‡ A   "  

   

records how well the company is doing year
after year on customer-based measures.
‡ A 
   "  

   

tracks the satisfaction of various
constituencies who have a critical interest in
and impact on the company¶s performance
including employees, suppliers, banks,
distributors, retailers, and stockholders.
 ð
 *+1¢
 |  "  

 
¢  

 

‡ % 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
 | 

 



‡ Customer metrics pathway

‡ Unit metrics pathway
‡ Cash-flow metrics pathway
‡ Brand metrics pathway
 ð 
  
  



‡ Potential market
‡ Available market
‡ Target market
‡ Penetrated market
* 

   


 


‡ Market demand
‡ Market forecast
‡ Market potential
‡ Company demand
‡ Company sales forecast
‡ Company sales potential
 r 2|

O (
 
|
 



‡ Total market potential

‡ Area market potential

‡ Market buildup method
‡ Multiple-factor index method
 (

  



‡ Survey of Buyers¶ ±ntentions

‡ Composite of Sales Force Opinions
‡ Expert Opinion
‡ Past-Sales Analysis
‡ Market-Test Method