Mktg Research

MARKETING MANAGEMENT Conducting Marketing Research and Forecasting Demand

Marketing Research Defined

Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.

4-2

The Marketing Research Process Define the problem Develop research plan Collect information Analyze information

Make decision

Present findings 4-3

Step 1

• Define the problem • Specify decision alternatives • State research objectives

4-4

Step 2 Develop the research Plan

Data Sources

Research Approach

Research Instruments

Sampling Plan

Contact Methods 4-5

Research Approaches Observation Observation Focus Focus Group Group Survey Survey Behavioral Behavioral Data Data Experimentation Experimentation 4-6

Focus Group in Session

4-7

Research Instruments

Questionnaires Qualitative Measures Mechanical Devices

4-8

Questionnaire Do’s and Don’ts • Ensure questions are free of bias • Make questions simple • Make questions specific • Avoid jargon • Avoid sophisticated words • Avoid ambiguous words

• Avoid negatives • Avoid hypotheticals • Avoid words that could be misheard • Use response bands • Use mutually exclusive categories • Allow for “other” in fixed response questions 4-9

Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

4-10

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 4-11

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 4-12

Question Types – Semantic Differential American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned

4-13

Question Types – Importance Scale Airline food service is _____ to me.  Extremely important  Very important  Somewhat important  Not very important  Not at all important

4-14

Question Types – Rating Scale American Airlines’ food service is _____.  Excellent  Very good  Good  Fair  Poor

4-15

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 4-16

Question Types – Completely Unstructured What is your opinion of Air India?

4-17

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

4-18

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

4-19

Question Types – Story Completion “I flew Air India a few days ago. I noticed that the exterior and interior of the plane had a very warm feeling. This aroused in me the following thoughts and feelings.” Now complete the story. _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ ___________________________________ 4-20

Question Types – Picture (Empty Balloons)

4-21

Question Types – Thematic Apperception Test

Make up a story that reflects what you think is happening in this picture. 4-22

Qualitative Measures Shadowing Shadowing Behavior Behavior mapping mapping Consumer Consumer journey journey Camera Camera journals journals Extreme Extreme user user interviews interviews Storytelling Storytelling Unfocused Unfocused groups groups 4-23

Mechanical Devices Galvanometers Tachistoscope Eye cameras Audiometers

4-24

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?

4-25

Types of Samples Probability

Nonprobability

• Simple random

• Convenience

• Stratified random

• Judgment

• Cluster (Area)

• Quota

4-26

Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview 4-27