1. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 15th April ’2011
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7. Concept: 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
15. Concept : 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
16. 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 !
17. Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!
18. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
19. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??
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22. Concept: 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
23. Healthy Skepticim is aiming to improve health by reducing harm from misleading health information…
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27. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
35. In simple random sample, every unit from the frame has an equal chance of being selected!
36. 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
37. In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines.
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44. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
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52. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand By: Megha Behani 15 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition
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