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MARKETINGMANAGEMENT12thedition4ConductingMarketingResearchandForecastingDemandKotlerKeller1ChapterQuestions◼Whatconstitutesgoodmark

etingresearch?◼Whataregoodmetricsformeasuringmarketingproductivity?◼Howcanmarketersassesstheirreturnoninvestmentofma

rketingexpenditures?◼Howcancompaniesmoreaccuratelymeasureandforecastdemand?2MarketingResearchDefinedSystematicdesign,collection,ana

lysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.3TypesofMarketingResearchFirms◼Syndicated◼Custom◼Specia

lty-line4TheMarketingResearchProcess◼Definetheproblem◼Developtheresearchplan◼Collectinformation◼Analyzeinformation◼Presentfindings◼Makedecision5Ste

p1◼Definetheproblem◼Specifydecisionalternatives◼Stateresearchobjectives6Step2◼Datasources◼Researchap

proach◼Researchinstruments◼Samplingplan◼Contactmethods7ResearchApproaches◼Observation◼Focusgroup◼Survey◼BehavioralData◼Experime

ntation8ResearchInstruments◼Questionnaires◼QualitativeMeasures◼MechanicalDevices9◼Avoidnegatives◼Avoidhypotheticals◼Avoidwordsthatcouldbemi

sheard◼Useresponsebands◼Usemutuallyexclusivecategories◼Allowfor“other”infixedresponsequestionsQuestionnaireDo’sandDon’ts◼Ensurequestionsarefreeof

bias◼Makequestionssimple◼Makequestionsspecific◼Avoidjargon◼Avoidsophisticatedwords◼Avoidambiguouswords10QuestionTypes-Dichot

omousInarrangingthistrip,didyoucontactAmericanAirlines?YesNo11QuestionTypes–MultipleChoiceWithwhomareyoutra

velingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorgan

izedtourgroup12QuestionTypes–LikertScaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethan

largeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree13QuestionTypes–SemanticDifferentialAmericanAirl

inesLarge………………………………...…………….SmallExperienced………………….………….InexperiencedModern………………………..………….Old-fashioned14Q

uestionTypes–ImportanceScaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatal

limportant15QuestionTypes–RatingScaleAmericanAirlines’foodserviceis_____.ExcellentVerygoodGoodFairPoor16QuestionTypes

–IntentiontoBuyScaleHowlikelyareyoutopurchaseticketsonAmericanAirlinesifin-flightInternetaccesswereavailable?

DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy17QuestionTypes–CompletelyUnstructuredWhatisyouropinionofAmericanAirli

nes?18QuestionTypes–WordAssociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________

American_____________________Travel________________________19QuestionTypes–SentenceCompletionWhenIchooseanairline,themostimportantconsiderationinmy

decisionis:___________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________

________.20QuestionTypes–StoryCompletion“IflewAmericanafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.

Thisarousedinmethefollowingthoughtsandfeelings.”Nowcompletethestory.____________________________________________________________________________

___________________________________________________________________________________________________________________________

_________________________________________21QuestionTypes–Picture(EmptyBalloons)22QualitativeMeasures◼Sha

dowing◼Behaviormapping◼Consumerjourney◼Camerajournals◼Extremeuserinterviews◼Storytelling◼Unfocusedgroup

s23MechanicalDevices◼Galvanometers◼Tachistoscope◼Eyecameras◼Audiometers◼GPS24SamplingPlan◼Samplingunit:Whoistobesurveyed?◼Samp

lesize:Howmanypeopleshouldbesurveyed?◼Samplingprocedure:Howshouldtherespondentsbechosen?25TypesofSamplesProbability◼Simplerandom◼Strat

ifiedrandom◼ClusterNonprobability◼Convenience◼Judgment◼Quota26ContactMethods◼Mailquestionnaire◼Telephoneinterview◼Personalinterview◼Onlinei

nterview27CharacteristicsofGoodMarketingResearch✓Scientificmethod✓Researchcreativity✓Multiplemethods✓Interdepend

ence✓Valueandcostofinformation✓Healthyskepticism✓Ethicalmarketing28Table4.4MarketingMetrics◼External◼Awareness◼Marketshare◼Rela

tiveprice◼Numberofcomplaints◼Customersatisfaction◼Distribution◼Totalnumberofcustomers◼Loyalty◼Internal◼Awarenessofgoals◼Commitmentt

ogoals◼Activesupport◼Resourceadequacy◼Staffinglevels◼Desiretolearn◼Willingnesstochange◼Freedomtofail◼Autonomy29Table4

.5SampleCustomer-PerformanceScorecardMeasures◼%ofnewcustomerstoaverage#◼%oflostcustomerstoaverage#◼%ofwin-backcustomerstoaverage#

◼%ofcustomersinvariouslevelsofsatisfaction◼%ofcustomerswhowouldrepurchase◼%oftargetmarketmemberswithbrandrecall◼%o

fcustomerswhosaybrandismostpreferred30ToolstoMeasureMarketingPlanPerformance◼Salesanalysis◼Marketshareana

lysis◼Expense-to-SalesAnalysis◼FinancialAnalysis31SalesAnalysis◼Sales-VarianceAnalysis◼Micro-SalesAnalysis32MarketSha

reAnalysis◼Overallmarketshare◼Servedmarketshare◼Relativemarketshare33Marketing-ProfitabilityAnalysisStep1:IdentifyingFunctionalExpe

nsesStep2:AssigningFunctionalExpensestoMarketingEntitiesStep3:PreparingaProfit-and-LossStatementforeachMarketi

ngEntity34DistinguishingTypesofCosts◼Direct◼Traceablecommon◼Nontraceablecommon35TheMeasuresofMarketDemand◼Po

tentialmarket◼Availablemarket◼Targetmarket◼Penetratedmarket36EstimatingCurrentDemand◼Totalmarketpotenti

al◼AreamarketpotentialMarketbuildupmethodMultiple-factorindexmethod◼Branddevelopmentindex37EstimatingFutureDemand◼SurveyofBuyers’In

tentions◼CompositeofSalesForceOpinions◼ExpertOpinion◼Past-SalesAnalysis◼Market-TestMethod38PurchaseProbabilityScaleDoyouintendtobuyanaut

omobilewithinthenext6months?0.00No0.20Slightpossibility0.40Fairpossibility0.60Goodpossibility0.80Highpossibility1.00Certain39