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Phillip Kevin Lane: Kotler - Keller
Phillip Kevin Lane: Kotler - Keller
Phillip Kevin Lane: Kotler - Keller
Kotler • Keller
Marketing Management • 14e
r 4
t e
ap
Ch
Insight
Rivals
Marketing partners
Student projects
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 22
. 1
4
u r e Marketing Research Process
F ig
Focused inquiry
Research instrument
Sampling plan •Questionnaires
Contact method •Qualitative measures
•Technological devices
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 22
Step 3: Collect the Information
Online surveys
Telephone surveys
Interviews
In-home surveys
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 22
Step 4: Analyze the Information
Research Decisions
Marketing metrics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 22
Marketing Metrics
Marketing
Performance
External
• Awareness
• Market share
• Relative price
• Number of complaints
• Consumer satisfaction
• Total number of customers
• Perceived quality/esteem
• Loyalty/retention
• Relative perceived quality
Awareness
Expenditure