Ch 4 conducting marketing research by ravel bartolome v88

https://www.linkedin.com/in/jose-ravelo-bartolome/

JOSE RAVELO T. BARTOLOME, MD
Sensei
V88 Marketing Management
MBAH - Ateneo Graduate School of Business
Understanding
Consumer Insights…
CONDUCTING MARKETING RESEARCH
Marketing Diagnosis and Surveillance

Conducting Marketing Research
1.What and why the need - the scope
2.Steps in conducting a good research
3.Program monitoring and surveillance
- the marketing dashboard
Understanding Consumer Insights…

Questions asked and needed to be answered
• Is the product or service gives appeal to the
consumers?

• How can we increase sales against
competitions?

• What are the reasons why consumers prefer
the competitors?

• What are changing in the market that leads to
decrease utilization of our services?
MARKETING
GOALS

1. What and why the need -
the scope
2. Steps in conducting a good research
3. Program monitoring and surveillance - the marketing
dashboard

Marketing Research
•Links consumer, customers & public to the market

•Identify and de
fi
ne market opportunities & problems

•Re
fi
ne, generate & evaluate marketing activities

•Monitor & improve understanding of marketing
processes
What & Why We Need Marketing Research

Marketing Research
Marketing Insights

Marketing Research
• Information as to why and how certain e
ff
ects
are seen in the marketplace
• What these information means to marketers
Marketing Insights

Marketing Research
Marketing Insights
Marketers
Consumers

1. What and why the need - the scope
2. Steps in conducting a good
research
3. Program monitoring and surveillance - the marketing dashboard

6 Steps in Conducting a Good Marketing Research

1. De
fi
ne problem &

research objectives

1. De
fi
ne problem &

research objectives
2. Develop the research
plan
Observational

Focus group

Behavioral

Survey
Primary Data

Secondary data
Questionnaires

Qualitative Measures

Technology

1. De
fi
ne problem &

research objectives
plan
3. Collect

the information

1. De
fi
ne problem &

research objectives
plan
3. Collect

the information
4. Analyze

the information

1. De
fi
ne problem &

research objectives
plan
3. Collect

the information
5. Present

the
fi
ndings
4. Analyze

the information

1. De
fi
ne problem &

research objectives
plan
3. Collect

the information
5. Present

the
fi
ndings
4. Analyze

the information
6. Make the

decision

Output to implementation to evaluation…
MARKETING
RESEARCH

OUTPUT
MARKETING

PROGRAMS
MARKETING
ACTIVITIES
Monitoring,
evaluation &
surveillance
Marketing Insights ….

1. What and why the need - the scope
2. Steps in conducting a good research
3. Program monitoring and surveillance
- the marketing dashboard

Monitoring and Surveillance - The Marketing Dashboard
Approaches:
Marketing Metrics
Marketing Mix Models

Approaches:
Marketing Metrics
• Assess marketing effect

• Quantify

• Compare

• Interpret
MARKETERS

Approaches:
Marketing Metrics
Marketing Mix Models
• Assess marketing effect

• Quantify

• Compare

• Interpret
MARKETERS
• Estimate causal
relationships

• Measure how marketing
activities affect outcomes

• Set of Metrics

• QUANTIFY

• COMPARE

• INTERPRET
• Set of Drivers

• Interconnected

• Viewed by all members of the
organization
The Marketing Dashboard

CUSTOMER-BASED SCORECARD
STAKEHOLDER-PERFORMANCE
SCORECARD
The Marketing Dashboard

LOCAL APPLICATION

LOCAL APPLICATION
•Marketing Research is NEEDED in healthcare
facilities

•When o
ff
ering NEW healthcare SERVICES to
the community

•Basic core competencies are generic - need no
marketing

•Special / Innovative competencies - need
marketing activities
Healthcare Facilities

LOCAL APPLICATION
•Understand environmental and consumer
insights

•Develop and implement activities

•increase awareness

•improve service utilization

•generate revenue
Marketing Research

LOCAL APPLICATION - sample illustration
• Marketing research

• Observational

• Secondary data

• Covid-19 pandemic needs
FUMC Antipolo Molecular Laboratory

• Marketing Activities

• Traditional promotional

• Posters

• Letters to potential clients

• Social Media

• Innovative activities

• Monitoring & Evaluation

• Utilization

• Census of clients served

• Revenue

1.What and why the need -
the scope
2.Steps in conducting a good
research
3.Program monitoring and
surveillance - the marketing
dashboard
•Give relevant information to
marketers about the market

•Six basic steps in
marketing research

•To quantify, compare and
interpret information

Ch 4 conducting marketing research by ravel bartolome v88

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Ch 4 conducting marketing research by ravel bartolome v88