chconducingmarkeingresearchanorecasingdemand市场营销,科特勒,英文.pptxVIP

MARKETINGMANAGEMENT

12th edition

4

ConductingMarketingResearch

andForecastingDemand

Kotler

Keller

ChapterQuestions

2

Whatconstitutesgoodmarketingresearch?

Whataregoodmetricsformeasuringmarketingproductivity?

Howcanmarketersassesstheirreturnoninvestmentofmarketingexpenditures?

Howcancompaniesmoreaccuratelymeasureandforecastdemand?

MarketingResearchDefined

Systematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecific

marketingsituationfacingacompany.

3

TypesofMarketingResearchFirms

4

Syndicated

Custom

Specialty-line

TheMarketingResearchProcess

5

Definetheproblem

Developtheresearchplan

Collectinformation

Analyzeinformation

Presentfindings

Makedecision

Step1

6

Definetheproblem

Specifydecisionalternatives

Stateresearchobjectives

Step2

7

Datasources

Researchapproach

Researchinstruments

Samplingplan

Contactmethods

ResearchApproaches

8

Observation

Focusgroup

Survey

BehavioralData

Experimentation

ResearchInstruments

9

Questionnaires

QualitativeMeasures

MechanicalDevices

Avoidnegatives

Avoidhypotheticals

Avoidwordsthatcouldbemisheard

Useresponsebands

Usemutuallyexclusivecategories

Allowfor“other”infixedresponsequestions

10

QuestionnaireDo’sandDon’ts

Ensurequestionsarefreeofbias

Makequestionssimple

Makequestionsspecific

Avoidjargon

Avoidsophisticatedwords

Avoidambiguouswords

QuestionTypes-Dichotomous

11

Inarrangingthistrip,didyoucontactAmericanAirlines?

Yes No

QuestionTypes–MultipleChoice

12

Withwhomareyoutravelingonthistrip?

Noone

Spouse

Spouseandchildren

Childrenonly

Businessassociates/friends/relatives

Anorganizedtourgroup

QuestionTypes–LikertScale

13

Indicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.

Stronglydisagree

Disagree

Neitheragreenordisagree

Agree

Stronglyagree

QuestionTypes–SemanticDifferentia