1. TOP 10 Learning Concepts for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 8 th April ‘2011

9. Gathering of 6 -10 people selected by researchers to conduct discussion Group of people discussing contributes different insights which help marketing team to collect the data

11. From such questionnaire, marketer can understand the taste of the customer!

14. Experimental Research: Neuromarketing studies consumer’s cognitive and affective response to marketing stimuli. Campbell Soup used biometrics to analyze consumers’ response to their label and changed the packaging to reflect’ their references revealed by the study

17. Sample of a Questionnaire

19. Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it

20. Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!

21. Visualization: Creating collage from magazine to depict perceptions

22. Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..

27. Every unit from the frame has an equal chance of being selected!

29. Stratified random sample is used when sampling population of voters! This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines.

30. Cluster sampling: Population is divided into several “clusters,” each representative of the population. A common application of cluster sampling involves election exit polls, where certain election districts are selected and sampled

33. Concept # 8: What are the characteristics of good marketing Research? Scientific method Careful observation , formulation of hypothesis , prediction , testing Research creativity Developing innovative ways to solve problem Multiple methods Using 2-3 methods to increase confidence in result Interdependence Data are interpreted from underlying models Value and cost of information Concern for estimating value of information against cost Healthy skepticism Alert to problems caused by “marketing myths” Ethical marketing Benefits both sponsoring company and its customers

34. Healthy Skepticim is aiming to improve health by reducing harm from misleading health information…

35. Green Ethical marketing will involve:

36. Concept # 9: Determine different marketing metrics to help marketers assess marketing performance. EXTERNAL INTERNAL Awareness Distribution Market share Customer Satisfaction Loyalty No. of complaints Relative price No. of customers Awareness & commitment of/to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy

37. Hitrates solutions measuring their performance in terms of customer satisfactions

38. Concept # 10: What are the measures of market demand? Potential Market Target Market Penetrated Market Available Market consumers having interest, income and access consumers buying company’s product! qualified available market company decides to pursue consumers professing sufficient level of interest

39. Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targeting the mass market !

40. Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!

41. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??

42. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!

44. TOP 10 Learning Concepts for Chapter 4: Conducting Marketing Research and Forecasting Demand By: Megha Behani 8 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition