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Conducting Marketing Research and Forecasting Demand

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marketing management 13th edition chapter 4

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Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4
Chapter Questions ,[object Object],[object Object],[object Object],[object Object]
What is Marketing Research? ,[object Object]
Types of Marketing Research Firms ,[object Object],[object Object],[object Object]
The Marketing Research Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 1: Define the Problem ,[object Object],[object Object],[object Object]
Step 2: Develop the Research Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Research Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Instruments ,[object Object],[object Object],[object Object]
Questionnaire Do’s and Don’ts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No
Question Types – Multiple Choice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types – Likert Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
Question Types – Importance Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types – Rating Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types – Intention to Buy Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question Types – Completely Unstructured What is your opinion of American Airlines?
Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
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. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Question Types – Picture (Empty Balloons)
Qualitative Measures ,[object Object],[object Object],[object Object],[object Object],[object Object]
Technological Devices ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sampling Plan ,[object Object],[object Object],[object Object]
Table 4.2 Types of Samples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Methods ,[object Object],[object Object],[object Object],[object Object]
Pros and Cons of Online Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is a Marketing Decision Support System (MDSS)? ,[object Object]
Barriers Limiting the Use of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Table 4.3 Characteristics of Good Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are Marketing Metrics? ,[object Object]
Table 4.4 Marketing Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing-Mix Modeling? ,[object Object]
Marketing Dashboards ,[object Object],[object Object]
Table 4.5 Sample Customer-Performance Scorecard Measures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Common Measurement Paths ,[object Object],[object Object],[object Object],[object Object]
The Measures of Market Demand ,[object Object],[object Object],[object Object],[object Object]
Vocabulary for Demand Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Can We Estimate Current Demand? ,[object Object],[object Object],[object Object],[object Object]
Estimating Future Demand ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Conducting Marketing Research and Forecasting Demand

  • 1. Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4
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  • 11. Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No
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  • 14. Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
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  • 18. Question Types – Completely Unstructured What is your opinion of American Airlines?
  • 19. Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
  • 20. Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
  • 21. 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. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 22. Question Types – Picture (Empty Balloons)
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