What constitutes good marketing research? • What are good metrics for measuring marketing productivity? • How can marketers assess | Conducting Marketing Research and Forecasting Demand Marketing Management, 13th ed 4 Chapter Questions What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand? What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Types of Marketing Research Firms Syndicated service Custom Specialty-line The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make decision Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives Step 2: Develop the Research Plan Data sources Research approach Research instruments Sampling plan Contact methods Research Approaches . | Conducting Marketing Research and Forecasting Demand Marketing Management, 13th ed 4 Chapter Questions What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand? What is Marketing Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Types of Marketing Research Firms Syndicated service Custom Specialty-line The Marketing Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make decision Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives Step 2: Develop the Research Plan Data sources Research approach Research instruments Sampling plan Contact methods Research Approaches Observation Ethnographic Focus group Survey Behavioral data Experimentation Research Instruments Questionnaires Qualitative Measures Technological Devices 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 Question Types - Dichotomous In arranging this trip, did you contact American Airlines? Yes No 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 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 .
