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Chapter 4 marketing research

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Chapter 4 marketing research

  1. 1. Conducting Marketing Research & Forecasting Demand Marketing Management Submitted to Prof. de Ungria Shelle Caiga 04.27.2012
  2. 2. Data Research Sources Approach Research SamplingInstruments Plan Contact Methods
  3. 3. Etnographic Focus GroupBehavioral Data
  4. 4. Questionnaires: DO’sEnsure questions are FREE of BIASK.I.S.S. (Keep It Short & Simple)Make it SPECIFICNo to JARGONSNo to SOPHISTICATED wordsNo to AMBIGUOUS words
  5. 5. Questionnaires: DON’TsNo negativesNo hypotheticalNo words that could be misheardUse response bandsUse mutually exclusive categoriesAllow for “other” in fixed response questions
  6. 6. Word AssociationProjective Techniques Visualization Brand Personification Laddering
  7. 7. Sampling UnitSample SizeSampling Procedure
  8. 8. PROBABILITY NON-PROBABILITY Sample Sample Involve random selection x Doesn’t involve random selection
  9. 9. MAILS FACE-TO-FACE PHONE ONLINEQUESTIONNAIRES INTERVIEW INTERVIEW INTERVIEW
  10. 10. Distribution Awareness Number of complaintsRelative price Market shareTotal # of customers Customer satisfaction Loyalty
  11. 11. Awareness of goals Commitment of goals Active support Desire to learnStaffing levels Freedom to fail Willingness to change Resource adequacy Customer satisfaction Autonomy
  12. 12. An EXEMPLARY MARKETING RESEARCH will definitely result to an EXCELLENT CUSTOMER SATISFACTIONNobody counts the number of ads you run; they just remember the impression you make. – Bill Bernbach, advertising pioneer and founder of DDB

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