Professional Documents
Culture Documents
Kotler MM 14e 04 Ippt
Kotler MM 14e 04 Ippt
Kotler MM 14e 04 Ippt
4
Conducting
Marketing
Research
4-2
Make
decision
Present findings
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-3
4-4
Data Sources
Internal
External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)
4-5
Types of Research
Exploratory
Descriptive
Causal
4-6
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
4-7
Research Approaches
Observation
Observation
Ethnographic
Ethnographic
Focus
Focus Group
Group
Survey
Survey
Behavioral
Behavioral Data
Data
Experimentation
Experimentation
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-8
Focus Groups
4-9
4-10
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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
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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
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-16
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
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-17
Question Types
Completely Unstructured
What is your opinion of American Airlines?
4-18
Question Types
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
4-19
Question Types
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
4-20
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 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-21
Sampling Plan
4-22
Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-23
Disadvantages
Skewed samples
Technological
problems
Inconsistencies
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Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
Loyalty
Internal
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
4-26
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