CONDUCTING MARKETING

RESEARCH &
FORECASTING DEMAND
The Marketing Research System

Marketing Research
Marketing research is a systemic
design, collection, analysis, and
reporting of data and findings relevant
to a specific situation facing the
company.
CATEGORIES

Marketing research firms fall into

three categories
Syndicated- Service Research Firms.
Custom Marketing Research Firms.
Specialty-Line Marketing Research
Firms.
OTHERS WAY

Engaging Students or Professors to

Design And Carry Out Projects.

Using The Internet.

Checking Out Rivals.

MARKETING RESEARCH
PROCESS
Define the research
problem and research
objective

Develop the research plan

Collect the Information

Make the decision

Analyze the Information Present the findings

1. Define The Problem

Narrowly
Broadly
2. Develop Research Plan

Data Sources
Research Approaches
Research instruments
Sampling Plan
Contact Methods
DATA SOURCES

Primary Data
Secondary Data
RESEARCH APPROACHES

Observational Research
Focus Group Research
Survey Research
Behavioral Data
Experimental Research
RESEARCH INSTRUMENTS
Questionnaires
Qualitative Measures
Shadowing
Behavior mapping
Consumer journey
Camera journals
Storytelling
Un focus group
Mechanical Devices
SAMPLING PLAN

Sampling Unit
Who is to be surveyed?
Sample Size
How many people should be
surveyed?
Sampling Procedures
How respondents chosen?
CONTACT METHODS

Mail Questionnaire
Telephone Interview
Personal Interview
Online Interview
3. COLLECT THE INFORMATION

Four Major Problems

Respondents not available contact
again
Respondents refuse to cooperate
Respondents give biased information
Respondents are dishonest
4. ANALYZE THE INFORMATION

Researcher tabulates data

Frequency distribution
Averages computed for major
variables
5. PRESENT THE FINDINGS

Results presentation in accordance

with the management question
MEASURING MARKETING
PRODUCTIVITY
Two complementary approaches to
measure marketing productivity

Marketing Metrics

Marketing Mix Modeling

MARKETING METRICS

It is a set of measures that helps

organization to quantify, compare and
interpret their marketing performance.
Who used
Brand Managers to design marketing
programs.
Senior Management to decide on
financial allocations.
MARKETING METRICS
CONCERN
Customer Level Concern
It include attitudes and behavior

Brand Level Concern

It include market share, relative price
premium or profitability
MARKET BASED SCORE CARD

There are two types of market based

scored card to monitor the
performance.

A Customer-Performance Scorecard
Stakeholder-Performance Scorecard
MEASURING MARKETING PLAN
PERFORMANCE

SALES ANALYSIS
MARKET SHARE ANALYSIS
MARKETING EXPENSE-TO-SALES
ANALYSIS
FINANCIAL ANALYSIS
PROFITABILTIY ANALYSIS

IDENTIFYING FUNCTIONAL
ANALYSIS
ASSIGNING FUNCTIONAL
EXPENSES TO MARKETING
PREPARING A PROFIT AND LOSS
STATEMENT FOR EACH
MARKETING ENTITY
ESTIMATING CURRENT DEMAND

TOTAL MARKET POTENTIAL

Total market potential is the maximum
amount of sales that might be
available to all the firms in an industry
during a given period, under a given
level of industry marketing effort
environmental conditions.
AREA MARKET POTENTIAL

MARKET-BUILDUP METHOD

MULTIPLE-FACTOR INDEX
METHOD
MARKET-BUILDUP METHOD

The market-buildup method calls for

identifying all the potential buyers in
each market and estimating their
potential purchases.
MULTIPLE FACTOR INDEX
METHOD
This method directly related to the
data available by the government
bodies.