Kotler Keller 2 - Department of Business Administration

Report
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Conducting
Marketing Research
Chapter Questions
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What constitutes good marketing research?
What are the best metrics for measuring
marketing productivity?
How can marketers assess their return on
investment of marketing expenditures?
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Venus Razor
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What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific marketing
situation facing the company.
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Types of Marketing Research Firms
Syndicated
Custom
Specialty-line
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The Marketing Research Process
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Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make decision
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Step 1: Define the Problem
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Define the problem
Specify decision alternatives
State research objectives
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Types of Research
Exploratory
Descriptive
Causal
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Step 2: Develop the Research Plan
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Data sources
Research approach
Research instruments
Sampling plan
Contact methods
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Data sources
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Research Approaches
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Observational and ethnographic
Focus group
Survey
Behavioral
Experimental
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Focus Groups
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Research Instruments
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Questionnaires
Qualitative Measures
Technological Devices
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Qualitative Techniques
Word Associations
Visualization
Projective Techniques
Laddering
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Questionnaire Do’s and Don’ts
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Ensure questions are
free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated
words
Avoid ambiguous words
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Avoid negatives
Avoid hypotheticals
Avoid words that could
be misheard
Use response bands
Use mutually exclusive
categories
Allow for “other” in fixed
response questions
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Question Types - Dichotomous
In arranging this trip, did you contact
American Airlines?
 Yes  No
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Question Types – Multiple Choice
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
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Question Types – Likert Scale
Indicate your level of agreement with the
following statement: Small airlines generally
give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
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Question Types –
Semantic Differential
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
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Question Types –
Importance Scale
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
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Question Types – Rating Scale
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
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Question Types –
Intention to Buy Scale
How likely are you to purchase tickets on
American Airlines if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
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Question Types –
Intention to Buy Scale
How likely are you to purchase tickets on
American Airlines if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
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Question Types –
Completely Unstructured
What is your opinion of American Airlines?
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Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
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Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
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Question Types –
Story Completion
“I flew American a few days ago. I noticed
that the exterior and interior of the plane had
very bright colors. This aroused in me the
following thoughts and feelings.” Now
complete the story.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
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Technological Devices
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Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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Sampling Plan
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Sampling unit: Who is to be surveyed?
Sample size: How many people should be
surveyed?
Sampling procedure: How should the
respondents be chosen?
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Contact Methods
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Pros and Cons of
Online Research
Advantages
 Inexpensive
 Fast
 Accuracy of data
 Versatility
Disadvantages
 Small samples
 Skewed samples
 Technological
problems
 Inconsistencies
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What is a
Marketing Decision Support
System (MDSS)?
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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.
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Barriers Limiting the Use of
Marketing Research
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A narrow conception of the research
Uneven caliber of researchers
Poor framing of the problem
Late and occasionally erroneous findings
Personality and presentational differences
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Market Research Can Fail
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Table 4.3 Characteristics of
Good Marketing Research
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Scientific method
Research creativity
Multiple methods
Interdependence
Value and cost of information
Healthy skepticism
Ethical marketing
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What are Marketing Metrics?
Marketing metrics are the set of measures
that helps marketers quantify, compare, and
interpret marketing performance.
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Table 4.4 Marketing Metrics
External
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Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of
customers
Loyalty
Internal
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Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
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What is Marketing-Mix Modeling?
Marketing-mix models analyze data from a
variety of sources, such as retailer scanner
data, company shipment data, pricing,
media, and promotion spending data, to
understand more precisely the effects of
specific marketing activities.
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Figure 4.2 Marketing
Measurement Pathway
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Figure 4.3 Marketing Dashboard
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Table 4.4 Sample Customer-Performance
Scorecard Measures
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% of new customers to average #
% of lost customers to average #
% of win-back customers to average #
% of customers in various levels of satisfaction
% of customers who would repurchase
% of target market members with brand recall
% of customers who say brand is most preferred
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For Review
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What constitutes good marketing research?
What are the best metrics for measuring
marketing productivity?
How can marketers assess their return on
investment of marketing expenditures?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-42
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permission of the publisher. Printed in the United States of America.
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Publishing as Prentice Hall
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