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MARKETINGMANAGEMENT12thedition4ConductingMarketingResearchandForecastingDemandKotlerKeller1ChapterQuestions◼Whatconstitutesgoodm

arketingresearch?◼Whataregoodmetricsformeasuringmarketingproductivity?◼Howcanmarketersassesstheirreturnoninvestmen

tofmarketingexpenditures?◼Howcancompaniesmoreaccuratelymeasureandforecastdemand?2MarketingResearchDefinedSystematicdesign,collection,analysi

s,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.3TypesofMarketingResearchFirms◼Syndicated◼Custom◼Speci

alty-line4TheMarketingResearchProcess◼Definetheproblem◼Developtheresearchplan◼Collectinformation◼Analyzeinformatio

n◼Presentfindings◼Makedecision5Step1◼Definetheproblem◼Specifydecisionalternatives◼Stateresearchobjectives6Step2◼Datasources◼Researchapproac

h◼Researchinstruments◼Samplingplan◼Contactmethods7ResearchApproaches◼Observation◼Focusgroup◼Survey◼BehavioralData◼Experim

entation8ResearchInstruments◼Questionnaires◼QualitativeMeasures◼MechanicalDevices9◼Avoidnegatives◼Avoidhypotheticals◼Avoidwordsthatcouldbe

misheard◼Useresponsebands◼Usemutuallyexclusivecategories◼Allowfor“other”infixedresponsequestionsQues

tionnaireDo’sandDon’ts◼Ensurequestionsarefreeofbias◼Makequestionssimple◼Makequestionsspecific◼Avoidjargon◼Avoidsophisticatedwords◼Avoidambiguouswo

rds10QuestionTypes-DichotomousInarrangingthistrip,didyoucontactAmericanAirlines?YesNo11QuestionTypes–MultipleChoiceWi

thwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relatives

Anorganizedtourgroup12QuestionTypes–LikertScaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenera

llygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree13QuestionTypes

–SemanticDifferentialAmericanAirlinesLarge………………………………...…………….SmallExperienced………………….………….InexperiencedModern

………………………..………….Old-fashioned14QuestionTypes–ImportanceScaleAirlinefoodserviceis_____tome.Extremelyimport

antVeryimportantSomewhatimportantNotveryimportantNotatallimportant15QuestionTypes–RatingScaleAmericanA

irlines’foodserviceis_____.ExcellentVerygoodGoodFairPoor16QuestionTypes–IntentiontoBuyScaleHowlikelyareyoutopurchase

ticketsonAmericanAirlinesifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy17QuestionTypes

–CompletelyUnstructuredWhatisyouropinionofAmericanAirlines?18QuestionTypes–WordAssociationWhatisthefirstword

thatcomestoyourmindwhenyouhearthefollowing?Airline________________________American_____________________Travel_____________________

___19QuestionTypes–SentenceCompletionWhenIchooseanairline,themostimportantconsiderationinmydecisionis:_______________

______________________________________________________________________________________________________________________________________________

___________________________________________________________________________________.20QuestionTypes–StoryCompletion“IflewAmericanafewd

aysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.”Nowc

ompletethestory._________________________________________________________________________________________________________________________

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21QuestionTypes–Picture(EmptyBalloons)22QualitativeMeasures◼Shadowing◼Behaviormapping◼Consumerjourney◼Camerajournals◼Extremeuserinterviews◼Storytell

ing◼Unfocusedgroups23MechanicalDevices◼Galvanometers◼Tachistoscope◼Eyecameras◼Audiometers◼GPS24Sampli

ngPlan◼Samplingunit:Whoistobesurveyed?◼Samplesize:Howmanypeopleshouldbesurveyed?◼Samplingprocedure:Ho

wshouldtherespondentsbechosen?25TypesofSamplesProbability◼Simplerandom◼Stratifiedrandom◼ClusterNonpr

obability◼Convenience◼Judgment◼Quota26ContactMethods◼Mailquestionnaire◼Telephoneinterview◼Personalinterview◼Onlinein

terview27CharacteristicsofGoodMarketingResearch✓Scientificmethod✓Researchcreativity✓Multiplemethods✓Interdependence✓Valueandcostofin

formation✓Healthyskepticism✓Ethicalmarketing28Table4.4MarketingMetrics◼External◼Awareness◼Marketshare◼Relativeprice◼Numberofcomplaints◼Custo

mersatisfaction◼Distribution◼Totalnumberofcustomers◼Loyalty◼Internal◼Awarenessofgoals◼Commitmenttogoals◼Activesupport◼Resourceadequacy◼S

taffinglevels◼Desiretolearn◼Willingnesstochange◼Freedomtofail◼Autonomy29Table4.5SampleCustomer-Perform

anceScorecardMeasures◼%ofnewcustomerstoaverage#◼%oflostcustomerstoaverage#◼%ofwin-backcustomerstoaverage#◼%ofcustomersinvariousl

evelsofsatisfaction◼%ofcustomerswhowouldrepurchase◼%oftargetmarketmemberswithbrandrecall◼%ofcustomerswhosaybrandismostpr

eferred30ToolstoMeasureMarketingPlanPerformance◼Salesanalysis◼Marketshareanalysis◼Expense-to-SalesAnalysis◼Finan

cialAnalysis31SalesAnalysis◼Sales-VarianceAnalysis◼Micro-SalesAnalysis32MarketShareAnalysis◼Overallmarketshare◼S

ervedmarketshare◼Relativemarketshare33Marketing-ProfitabilityAnalysisStep1:IdentifyingFunctionalExpensesS

tep2:AssigningFunctionalExpensestoMarketingEntitiesStep3:PreparingaProfit-and-LossStatementforeachMarketingEntity34DistinguishingTypesofCosts◼Dir

ect◼Traceablecommon◼Nontraceablecommon35TheMeasuresofMarketDemand◼Potentialmarket◼Availablemarket◼Targetmarket◼Penetratedmarket36EstimatingCurre

ntDemand◼Totalmarketpotential◼AreamarketpotentialMarketbuildupmethodMultiple-factorindexmethod◼Brandd

evelopmentindex37EstimatingFutureDemand◼SurveyofBuyers’Intentions◼CompositeofSalesForceOpinions◼ExpertOpinion◼Past-SalesAnalysis◼Market-Test

Method38PurchaseProbabilityScaleDoyouintendtobuyanautomobilewithinthenext6months?0.00No0.20Slightpossibility0.

40Fairpossibility0.60Goodpossibility0.80Highpossibility1.00Certain39