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    Chapter 4 MM

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    mahwash albulshi
    This document discusses conducting marketing research and forecasting demand. It covers assessing marketing information needs, developing marketing information, analyzing the information, distributing and using the findings. The objectives of marketing research are outlined. Marketing research provides diagnostic insights and is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. Marketing research firms fall into syndicated-service, custom, and specialty categories. Steps in the research process include defining the problem, developing a research plan, collecting information, analyzing findings, presenting results, and making decisions.

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    Chapter 4 MM

    Uploaded by

    mahwash albulshi
    22 views16 pages
    This document discusses conducting marketing research and forecasting demand. It covers assessing marketing information needs, developing marketing information, analyzing the information, distributing and using the findings. The objectives of marketing research are outlined. Marketing research provides diagnostic insights and is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. Marketing research firms fall into syndicated-service, custom, and specialty categories. Steps in the research process include defining the problem, developing a research plan, collecting information, analyzing findings, presenting results, and making decisions.

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    This document discusses conducting marketing research and forecasting demand. It covers assessing marketing information needs, developing marketing information, analyzing the information, distributing and using the findings. The objectives of marketing research are outlined. Marketing research provides diagnostic insights and is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. Marketing research firms fall into syndicated-service, custom, and specialty categories. Steps in the research process include defining the problem, developing a research plan, collecting information, analyzing findings, presenting results, and making decisions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    22 views16 pages

    Chapter 4 MM

    Uploaded by

    mahwash albulshi
    This document discusses conducting marketing research and forecasting demand. It covers assessing marketing information needs, developing marketing information, analyzing the information, distributing and using the findings. The objectives of marketing research are outlined. Marketing research provides diagnostic insights and is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation. Marketing research firms fall into syndicated-service, custom, and specialty categories. Steps in the research process include defining the problem, developing a research plan, collecting information, analyzing findings, presenting results, and making decisions.

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    of 16

    CONDUCTING

    MARKETING
    RESEARCH AND
    FORECASTING
    DEMAND
    CHAPTER # 4
    Marketing Information and Customer Insights

    Assessing Marketing Information Needs

    Developing Marketing Information

    Objectives Marketing Research

    Analyzing Marketing Information

    Distributing and Using Marketing Information

    Other Marketing Information Considerations


    Marketing Research System

    Marketing insights:
    • It provides diagnostic information about how and why we observe
    certain effects in the marketplace , and what that means to marketers.

    Marketing Research:
    • Is the systematic design, collection, analysis and reporting of data and
    findings relevant to a specific marketing situation facing the company.

    page 3
    Marketing Research Firm
    Marketing research firms fall into three categories

    Syndicated-service Custom Marketing Specialty-line


    research firms Research firms marketing research
    firms

    Consumer and trade Clients based on specific Specialized research


    information briefs services by developing a
    research brief.

    page 4
    Marketing Information and Customer Insights

    Step:1 Define the problem


    • Focused inquiry

    1. What is to researched(the content, the scope)?


    2. Why is it to be researched (the decisions that are
    to be made)?

    page 6
    Step 2: Develop The Research Plan

    Primary Research Instruments


    Secondary Data
    Data Source
    • Primary Data Questionnaires
    Qualitative Measures
    Contact Methods
    • Secondary Data
    Technological devices

    Mail Questionnaires
    Sampling Plan Telephone interview
    Research Approaches
    • Observational research Personal Interview
    Sampling Unit
    • Ethnographic research Sampling size Online interviews
    • Focus group research Sampling Procedure
    • Survey research
    • Behavioral Data

    page 7
    page 8
    page 9
    Developing Marketing Information
    Marketing Research
    Research Instruments

    Checkout
    scanners

    Neuro-
    People meters
    marketing

    Mechanical
    devices
    Step 3: Collect The Information
    • Online survey
    • Telephone survey
    • In-home survey
    • Interviews
    • Develop Summary Measures
    • Compute Averages
    • Statistical Analysis/ Decision Models

    STEP 4:
    Analyze The Information

    page 12
    STEP 5: Present The
    Findings
    Step 6 :Make the Decision

    • Characteristics of good Marketing research


    • Scientific Method
    • Research creativity
    • Multiple Methods
    • Interdependence
    • Value and cost of Information
    • Healthy skepticism
    • Ethical Marketing
    Overcoming Barriers to the use of Marketing Research

    A narrow conception of research Uneven caliber of researcher Poor framing of the Problem

    • Late and occasionally • Personality and


    erroneous Presentational differences

    page 15
    Measuring Marketing Productivity

    • Marketing Matrix
    • Marketing-Mix Model
    • Marketing Dashboard

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