The document discusses various topics related to conducting marketing research and forecasting demand, including defining marketing research and the marketing research process, different types of marketing research and research instruments, sampling plans, contact methods, metrics for measuring marketing performance and return on investment, marketing decision support systems, barriers to using marketing research, and methods for estimating current and future demand.

1. Conducting Marketing Research and Forecasting Demand Marketing Management, 13 th ed 4

11. Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

14. Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned

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)