Professional Documents
Culture Documents
4-1
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
4-2
ITC Used Extensive Market Research before launching the Sunfeast range of biscuits
4-3
4-4
Syndicatedservice
Custom
Specialtyline
4-5
Collect information
Analyze information Present findings
4-6
Make decision
4-7
Research Approaches
Observation
Ethnographic
Focus Group Survey
Behavioral Data
Experimentation
4-9
4-10
Research Instruments
4-11
4-12
Question TypesDichotomous
In arranging this trip, did you contact American Airlines?
Yes No
4-13
No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
4-14
Modern...Old-fashioned
4-16
4-17
4-18
Probably buy
Not sure
4-20
Travel ________________________
4-21
4-22
4-24
Make up a story that reflects what you think is happening in this picture.
4-25
Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
4-26
Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
4-27
4-28
Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
4-29
4-30
Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
4-31
4-32
A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
4-33
4-36
4-37
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
4-38
4-39
Marketing Dashboards
A customer-performance scorecard records how well the company is doing year after year on customer-based measures. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the companys performance including employees, suppliers, banks, distributors, retailers, and stockholders.
4-40
4-41
4-42
4-43
4-44
4-45
4-46
4-47
4-48
4-49
4-50
4-52
4-53
Marketing Debate
What is the best type of marketing research? Take a position: 1. Marketing research should be quantitative. or
Marketing Discussion
When was the last time you participated in a survey? How helpful do you think the information you provided was? Could the research have been done differently?
4-55