Kotler04_basic_Marketing management课件.ppt

MARKETING MANAGEMENT12th edition 4 Conducting Marketing Research and Forecasting Demand 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? Marketing Research Defined Types of Marketing Research Firms Syndicated Custom Specialty-line The Marketing Research Process Define the problem Develop the research plan Collect information Analyze information Present findings Make decision Step 1 Define the problem Specify decision alternatives State research objectives Step 2 Data sources Research approach Research instruments Sampling plan Contact methods Research Approaches Observation Focus group Survey Behavioral Data Experimentation Research Instruments Questionnaires Qualitative Measures Mechanical 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 Question Types – Multiple Choice Question Types – Likert Scale Question Types – Semantic Differential Question Types – Importance Scale Question Types – Rating Scale Question Types –Intention to Buy Scale Question Types –Completely Unstructured Question Types – Word Association Question Types – Sentence Completion Question Types – Story Completion Question Types –Picture (Empty Balloons) Qualitative Measures Shadowing Behavior mapping Consumer journey Camera journals Extreme user interviews Storytelling Unfocused groups Mechanical Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS Sampling Plan Sampling unit: Who is to be surveyed? Sample size: How many people should be surv