MARKETING MANAGEMENT

12th edition

4
Conducting Marketing Research
and Forecasting Demand
Mengadakan Riset Pemasaran
Dan Meramalkan Permintaan

Kotler Keller
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?
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Build-A-Bear
Workshop makes
the most of
“interactive
entertainment
retailing”

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Marketing Research Defined

Systematic design, collection, analysis, and

reporting of data and findings relevant to a specific
marketing situation facing a company.
lapor
Disain sitematik, mengumpulkan, analisis dan
Melaporkan data dan menemukan hubungan spesifik
Situasi pemasaran yg dihadapi perusahaan.

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Karmaloop.com

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Types of Marketing Research Firms
(Tipe Perusahaan Riset Pemasaran)

Syndicated- Specialty-
Custom Line
Service (Penelitian pemasaran (Jaringan khusus
(Sindikat jasa Perusahaan biasa) Penelitian
Penelitian perusahaan)
Perusahaan)

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The Marketing Research Process
(Proses Riset Pemasaran)
Define the problem
(Mendefinisikan Masalah)

Develop research plan

(Membangun Rencana Penelitian)

Collect information
(Mengumpulkan Informasi) Make decision
(Membuat
Analyze information Keputusan)
(Menganalisis Informasi)

Present findings
(Menyajikan Kesimpulan)

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Step 1

• Define the problem

(Mendefinisikan permasalahan)
• Specify decision alternatives
(Spesifikasi keputusan alternatif)
• State research objectives
(Merumuskan penelitian objektif)

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Step 2

Data Sources Research Approach

Sumber Data Pendekatan Riset

Research Instruments Sampling Plan

Instrumen Penelitian Rencana Sampel

Contact Methods
Metode Penelitian

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Research Approaches
Observation

Focus Group

Survey

Behavioral Data

Experimentation

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Focus Group in Session

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Research Instruments

Questionnaires
Qualitative Measures
Mechanical Devices

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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
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Question Types - Dichotomous

In arranging this trip, did you contact American

Airlines?
 Yes  No

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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
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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
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Question Types – Semantic Differential

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

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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 – Rating Scale

American Airlines’ food service is _____.

 Excellent
 Very good
 Good
 Fair
 Poor

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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

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Question Types –
Completely Unstructured
What is your opinion of American Airlines?

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

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Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________.

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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.
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________

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Question Types –
Picture (Empty Balloons)

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Question Types –
Thematic Apperception Test

Make up a story that reflects what you think is

happening in this picture.
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Qualitative Measures
Shadowing

Behavior mapping

Consumer journey

Camera journals

Extreme user interviews

Storytelling

Unfocused groups
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Mechanical Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS
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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?

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Types of Samples

Probability Nonprobability
• Simple random • Convenience
• Stratified random • Judgment
• Cluster • Quota

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Contact Methods

Mail Questionnaire

Telephone
Interview

Personal
Interview

Online
Interview
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Characteristics of Good
Marketing Research

 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing

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Table 4.4 Marketing Metrics
External Internal
• 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
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Table 4.5 Sample Customer-
Performance Scorecard Measures
• % 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

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Tools to Measure Marketing Plan
Performance

Sales Market Share

Analysis Analysis

Expense-
Financial
to-Sales
Analysis
Analysis

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Sales Analysis

Sales- Micro-
Variance Sales
Analysis Analysis

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Market Share Analysis

• Overall market share

• Served market share
• Relative market share

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Figure 4.2 The Control-Chart Model

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Figure 4.3 Financial Model of
Return on Net Worth

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Marketing-Profitability Analysis

Step 1: Identifying Functional Expenses

Step 2: Assigning Functional Expenses to

Marketing Entities

Step 3: Preparing a Profit-and-Loss Statement

for each Marketing Entity

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Table 4.6
Simplified Profit-and-Loss Statement

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Table 4.7 Mapping Natural Expenses into
Functional Expenses

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Table 4.8 Bases for Allocating Functional
Expenses to Channels

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Table 4.9 Profit-and-Loss Statements
for Channels

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Distinguishing Types of Costs

Traceable Nontraceable
Direct
common common

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Gladware uses
marketing-mix
modeling to test
advertising
effectiveness

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The Measures of Market Demand

Potential Available
Market Market

Target Penetrated
Market Market

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Figure 4.4 Ninety Types of
Demand Measurement

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Figure 4.5
Market Demand Functions

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Figure 4.5
Market Demand Functions

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Product Penetration Percentage

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Estimating Current Demand

• Total market potential

• Area market potential
– Market buildup method
– Multiple-factor index method
• Brand development index

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Table 4.10 Calculating
Brand Development Index

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Estimating Future Demand

• Survey of Buyers’ Intentions

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

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Purchase Probability Scale
Do you intend to buy an automobile within
the next 6 months?
0.00 No
0.20 Slight possibility
0.40 Fair possibility
0.60 Good possibility
0.80 High possibility
1.00 Certain
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Marketing Debate

 What is the best type of marketing

research?

Take a position:
1. Marketing research should be
quantitative.
2. Marketing research should be
qualitative.
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Marketing Discussion

When was the last time you

participated in a survey? How helpful
do you think was the information
you provided? Could the research
have been done differently?

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