MARKETING MANAGEMENT

12th edition
4
Conducting
Marketing Research
and Forecasting Demand

Kotler Keller
Chapter Questions

 What constitutes good marketing research?

 How can marketers measure marketing

productivity and effectiveness of marketing
expenditures?

 How can companies more accurately measure

and forecast demand?

4-2
• Marketing Research Defined

Systematic design, collection, analysis, and

reporting of data and findings relevant to a
specific marketing situation.

4-3
The Marketing Research Process
 Define the problem
 Develop the research plan
 Collect information
 Analyze information
 Present findings
 Make decision

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Step 1: Define the problem

 Define the problem

 Specify decision alternatives
 State research objectives

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Step 2: Develop the research plan

 Data sources
 Research approach
 Research instruments
 Sampling plan
 Contact methods

4-6
Research Approaches

 Observation
 Focus group
 Survey
 Experimentation

4-7
Research Instruments

 Questionnaires
 Qualitative Measures
 Mechanical Devices

4-8
• Question Types - Dichotomous

A question with two possible answers.

- In arranging this trip, did you contact Bangladesh
Airlines?
Yes
 No

4-9
Question Types – Multiple Choice
A question with three or more answers.
- 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 – Completely Unstructured
What is your opinion of Bangladesh Airlines?

Question Types – Word Association

What is the first word that comes to your mind when
you hear the following?
Airline ________________________
Travel ________________________

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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?

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

4-13
Market Share Analysis
 Overall market share: a percentage of total
market sales.
 Served market share: a percentage of the total
sales to its served market.
 Relative market share: market share in relation
to its largest competitor.

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The Measures of Market Demand
 Potential market: consumers with a sufficient
level of interest in a market offer.
 Available market: consumer who have interest,
income, and access to a particular offer.
 Target market: the part of the available market
the company decides to pursue.
 Penetrated market: the set of consumers who are
buying the company’s products.

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