MARKETING MANAGEMENT

Conducting
Marketing Research
and Forecasting
Demand
Marketing Research Defined

Systematic design, collection,

analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.

4-2
The Marketing Research Process

Define the problem

Develop research plan

Collect information
Make
Analyze information decision

Present findings

4-3
Step 1

• Define the problem

• Specify decision alternatives
• State research objectives

4-4
Step 2 Develop the research Plan

Data Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods
4-5
Research Approaches
Observation
Observation

Focus
Focus Group
Group

Survey
Survey

Behavioral
Behavioral Data
Data

Experimentation
Experimentation

4-6
Focus Group in Session

4-7
Research Instruments

Questionnaires
Qualitative Measures
Mechanical Devices

4-8
Questionnaire Do’s and Don’ts

• 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 “other” in fixed
response questions
4-9
Question Types - Dichotomous

In arranging this trip, did you contact American

Airlines?
 Yes  No

4-10
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
4-11
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
4-12
Question Types – Semantic Differential

American Airlines
Large ………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned

4-13
Question Types – Importance Scale

Airline food service is _____ to me.

 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important

4-14
Question Types – Rating Scale

American Airlines’ food service is _____.

 Excellent
 Very good
 Good
 Fair
 Poor

4-15
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

4-16
Question Types –
Completely Unstructured
What is your opinion of Air India?

4-17
Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
India _____________________
Travel ________________________

4-18
Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
___________________________________.

4-19
Question Types –
Story Completion
“I flew Air India a few days ago. I noticed that the
exterior and interior of the plane had a very warm
feeling. This aroused in me the following thoughts
and feelings.” Now complete the story.
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
___________________________________

4-20
Question Types –
Picture (Empty Balloons)

4-21
Question Types –
Thematic Apperception Test

Make up a story that reflects what you think is

happening in this picture.
4-22
Qualitative Measures
Shadowing
Shadowing

Behavior
Behavior mapping
mapping

Consumer
Consumer journey
journey

Camera
Camera journals
journals

Extreme
Extreme user
user interviews
interviews

Storytelling
Storytelling

Unfocused
Unfocused groups
groups
4-23
Mechanical Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

4-24
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?

4-25
Types of Samples

Probability Nonprobability

• Simple random • Convenience

• Stratified random • Judgment

• Cluster (Area) • Quota

4-26
Contact Methods

Mail Questionnaire

Telephone
Interview

Personal
Interview

Online
Interview
4-27