Conducting
Marketing Research and
Forecasting Demand
Marketing Management, 13
th
ed
4
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-3
What is Marketing Research?
Marketing research is the systematic
design, collection, analysis, and
reporting of data and findings relevant
to a specific marketing situation facing
the company.

Specify decision alternatives
•
State research objectives
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-7
Step 2: Develop the Research Plan
•
Data sources
•
Research approach
•
Research instruments
•
Sampling plan
•
Contact methods
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-8
Research Approaches
•
Observation
•
Ethnographic
•
Focus group
•
Survey
•
Behavioral data
•

Avoid hypotheticals
•
Avoid words that could
be misheard
•
Use response bands
•
Use mutually exclusive
categories
•
Allow for “other” in fixed
response questions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-11
Question Types - Dichotomous
In arranging this trip, did you contact
American Airlines?
 Yes  No
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-12
Question Types – Multiple Choice
With whom are you traveling on this trip?
 No one

Spouse

Spouse and children

Children only



Very important

Somewhat important

Not very important

Not at all important
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-16
Question Types – Rating Scale
American Airlines’ food service is _____.
 Excellent

Very good

Good

Fair

Poor
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-17
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


_____________________________________
_____________________________________
_____________________________________
__________________.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-21
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.
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-22
Question Types –
Picture (Empty Balloons)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-23
Qualitative Measures
•
Word association
•
Projective techniques
•