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4 Conducting Marketing Research and Forecasting Demand Marketing Management, 13th ed 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? Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Types of Marketing Research Firms • Syndicated service • Custom • Specialty-line Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall The Marketing Research Process • • • • • • Define the problem Develop research plan Collect information Analyze information Present findings Make decision Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Step 1: Define the Problem • Define the problem • Specify decision alternatives • State research objectives Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Step 2: Develop the Research Plan • • • • • Data sources Research approach Research instruments Sampling plan Contact methods Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Research Approaches • • • • • • Observation Ethnographic Focus group Survey Behavioral data Experimentation Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Research Instruments • Questionnaires ã Qualitative Measures ã Technological Devices Copyright â 2009 Pearson Education, Inc Publishing as Prentice Hall Questionnaire Do’s and Don’ts • Ensure questions are free of bias • Make questions simple • Make questions specific • Avoid jargon • Avoid sophisticated words • Avoid ambiguous words • Avoid negatives • Avoid hypotheticals • Avoid words that could be misheard • Use response bands • Use mutually exclusive categories • Allow for “other” in fixed response questions Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Contact Methods • • • • Mail questionnaire Telephone interview Personal interview Online interview Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Pros and Cons of Online Research Advantages • Inexpensive • Fast • Accuracy of data, even for sensitive questions • Versatility Disadvantages • Small samples • Skewed samples • Technological problems ã Inconsistencies Copyright â 2009 Pearson Education, Inc Publishing as Prentice Hall What is a Marketing Decision Support System (MDSS)? 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Barriers Limiting the Use of Marketing Research • • • • A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings • Personality and presentational differences Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Table 4.3 Characteristics of Good Marketing Research • • • • • • • Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall What are Marketing Metrics? Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Table 4.4 Marketing Metrics External Internal • • • • • • • • • • • • • • • • Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers • Loyalty Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall 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 company’s performance including employees, suppliers, banks, distributors, retailers, and stockholders Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Table 4.5 Sample Customer-Performance Scorecard Measures • • • • • • • % 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 Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Common Measurement Paths • • • • Customer metrics pathway Unit metrics pathway Cash-flow metrics pathway Brand metrics pathway Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall The Measures of Market Demand • • • • Potential market Available market Target market Penetrated market Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Vocabulary for Demand Measurement • • • • • • Market demand Market forecast Market potential Company demand Company sales forecast Company sales potential Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall How Can We Estimate Current Demand? • Total market potential • Area market potential • Market buildup method • Multiple-factor index method Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Estimating Future Demand • • • • • Survey of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall