Conducting

2. Marketing Management
Arab World Edition
Kotler, Keller, Hassan, Baalbaki and Shamma
Chapter 4
Conducting
Marketing Research
and Forecasting
Demand

3. Chapter Questions
1. What constitutes good marketing research?
2. What are good metrics for measuring marketing
productivity?
3. How can marketers assess their return on investment
of marketing expenditures?
4. How can companies more accurately measure and
forecast demand?
Copyright © 2012 Pearson Education 4-3

4. The Marketing Research System
Chapter Question 1:
What constitutes good
marketing research?
بحوث التسويق : هى خلق نظام لجمع وتحليل المعلومات واعطاء تقارير هامة حول تلك
المعلومات واعطاء الجابات عن الوضاع المحيطة بالسوق وتواجه الشركة
P&G has a dedicated Consumer &
Market Knowledge (CMK) market
research function.
Copyright © 2012 Pearson Education 4-4

5. The Marketing Research System
Chapter Question 1:
What constitutes good
marketing research?
: غالبا ما تتعاقد الشركات مع شركات بحوث خارجية للقيام بمهمة البحث التسويقى وهم ثلث انواع
شركات بحوث عامة : وتلك التى تتخصص فى البحوث العامة كاوضاع السوق والمستهلكين والسععار (جهاز
التعبئة الحصاء
شركات بحوث تسويق متخصصة : وهى الشركات التى تقوم بالتعاقد على بحث معين نظير اجر او عمولة
( مثل (شركة نيلسن –شركة ابسوس
شركات بحوث تنفيذية : وهى شركات تقتصر مهمتها الوحيدة على جمع المعلومات من خلل تنفيذ البحوث
الميدانية وجمع المعلومات
Copyright © 2012 Pearson Education 4-5

6. The Marketing Research System
Chapter Question 1:
What constitutes good
marketing research?
: بعض الشركات الصغيرة تقوم بطرق ظريفة من اجل جمع المعلومات بتكلفة اقل
اشراك السعاتذة والطلب فى الجامعات فى ورش عمل فعلية
اسعتخدام النترنت
زيارة ميدانية لمقار المنافسين
Copyright © 2012 Pearson Education 4-6

7. The Marketing Research Process
Chapter Question 1:
What constitutes good
marketing research?
Effective marketing research
follows the six steps shows
in Figure 4.1.
Fig. 4.1: The Marketing
Research Process
Copyright © 2012 Pearson Education 4-7

8. Step 1: Define the Problem and
Research Objectives
Chapter Question 1:
What constitutes good
marketing research?
تحديد المشكلة
تحديد البدائل
اهداف البحث
Copyright © 2012 Pearson Education 4-8

9. Step 2: Develop the Research Plan
Chapter Question 1:
What constitutes good
marketing research?
:لتصميم خطة البحث، ونحن بحاجة إلى اتخاذ قرارات حول
:مصادر البيانات
البيانات الولية أو الثانوية البيانات؟
:منهج البحث - يمكن أن تشمل
البحوث الرصدية
التركيز المجموعة البحثية
البحوث المسحية
البيانات السلوكية
البحث التجريبي
A focus group in session
Copyright © 2012 Pearson Education 4-9

10. Step 2: Develop the Research Plan
Chapter Question 1:
What constitutes good
marketing research?
يجب تحديد ادوات البحث
السعتبيانات
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11. Question Types – اختيار من اختيارين
Chapter Question 1:
What constitutes good
marketing research?
هل تدخن ؟
 Yes  No
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12. Question Types – Multiple Choice
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
Chapter Question 1:
What constitutes good
marketing research?
Copyright © 2012 Pearson Education 4-12

13. Question Types – Likert Scale
Chapter Question 1:
What constitutes good
marketing research?
Indicate your level of agreement with the following statement:
Small airlines generally give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
Copyright © 2012 Pearson Education 4-13

14. Question Types – Semantic Differential
Royal Jordanian Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
Chapter Question 1:
What constitutes good
marketing research?
Copyright © 2012 Pearson Education 4-14

15. Question Types – Importance Scale
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
Chapter Question 1:
What constitutes good
marketing research?
Copyright © 2012 Pearson Education 4-15

16. Question Types – Rating Scale
Royal Jordanian Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
Chapter Question 1:
What constitutes good
marketing research?
Copyright © 2012 Pearson Education 4-16

17. Question Types – Intention-to-Buy Scale
How likely are you to purchase tickets on American Airlines if in-flight
internet access were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
Chapter Question 1:
What constitutes good
marketing research?
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18. Question Types – Completely Unstructured
What is your opinion of American Airlines?
Chapter Question 1:
What constitutes good
marketing research?
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19. Question Types – Word Association
Chapter Question 1:
What constitutes good
marketing research?
What is the first word that comes to your mind when you hear the
following?
Airline ________________________
Royal Jordanian __________________
Travel ________________________
Copyright © 2012 Pearson Education 4-19

20. Question Types – Sentence Completion
Chapter Question 1:
What constitutes good
marketing research?
When I choose an airline, the most important consideration in
my decision is:
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
____________________________________.
Copyright © 2012 Pearson Education 4-20

21. Question Types – Story Completion
Chapter Question 1:
What constitutes good
marketing research?
“I flew by American Airways 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.
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
__________________
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22. Question Types – Picture (Empty Balloons)
Chapter Question 1:
What constitutes good
marketing research?
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23. Step 2: Develop the Research Plan
Chapter Question 1:
What constitutes good
marketing research?
(Decisions to make, continued):
• Sampling plan
o Sampling unit: Who is to be surveyed?
o Sample size: How many people should be surveyed?
o Sampling procedure: How should the respondents be chosen?
• Contact methods
o Mail questionnaire
o Telephone interview
o Personal interview
o Online interview Insights from Kraft-sponsored online
communities helped the company
develop its popular line of 100-
calorie snacks.
Copyright © 2012 Pearson Education 4-23

24. Step 3: Collect the Information
Chapter Question 1:
What constitutes good
marketing research?
Data-collection phase is generally the most expensive and the
most prone to error.
Problems collecting survey data include:
•Respondents not at home/not contactable
•Respondents refuse to cooperate
•Respondents give biased or dishonest answers
•Interviewers are biased or dishonest
Copyright © 2012 Pearson Education 4-24

25. Step 4: Analyze the Information
Chapter Question 1:
What constitutes good
marketing research?
Extract the findings by:
•Tabulating the data
•Working out averages and measures for spotting patterns
•Applying statistical techniques and decision models
•Testing different hypotheses and theories
•Applying sensitivity analysis to test strength of conclusions
Copyright © 2012 Pearson Education 4-25

26. Step 5: Present the Findings
Chapter Question 1:
What constitutes good
marketing research?
Researcher presents findings relevant to the major marketing
decisions facing management.
Researchers are often asked to add their opinion and
recommendations, to act as consultants.
Copyright © 2012 Pearson Education 4-26

27. Step 6: Make the Decision
Chapter Question 1:
What constitutes good
marketing research?
Many organizations use a marketing decision support system
(MDSS) to help marketing managers make better decisions.
A MDSS is a coordinated collection
of data, systems, tools, and techniques
with supporting software and hardware
by which an organization
gathers and interprets relevant information
from business and the environment
and turns it into a basis for marketing action.
Copyright © 2012 Pearson Education 4-27

28. Measuring Marketing Productivity
Chapter Question 2:
What are good metrics for
measuring marketing
productivity?
Marketing metrics are the set of measures that helps
marketers quantify, compare, and interpret marketing
performance.
Copyright © 2012 Pearson Education 4-28

29. Marketing Metrics
Chapter Question 2:
What are good metrics for
measuring marketing
productivity?
Companies should ask themselves five questions to review how
they measure their marketing performance:
1.Do you routinely research consumer behavior (retention, acquisition, usage)
and why consumers behave that way?
2.Do you routinely report the results of this research to the board in a format
integrated with financial marketing metrics?
3.In those reports, do you compare the results with the levels previously
forecasted in the business plans?
4.Do you also compare them with the levels achieved by your key competitor
using the same indicators?
5.Do you adjust short-term performance according to the change in your
marketing-based asset(s)?
Copyright © 2012 Pearson Education 4-29

30. Table 4.6: Sample Marketing Metrics
Chapter Question 2:
What are good metrics for
measuring marketing
productivity?
Copyright © 2012 Pearson Education 4-30

31. Marketing-Mix Modeling
Chapter Question 3:
How can marketers assess
their return on investment
of marketing expenditures?
Marketing-mix models analyze data from a variety of
sources, such as retailer scanner data, company shipment
data, pricing, media, and promotion spending data, to
understand more precisely the effects of specific marketing
activities.
Copyright © 2012 Pearson Education 4-31

32. Marketing Dashboards
Chapter Question 3:
How can marketers assess
their return on investment
of marketing expenditures?
• A customer-performance scorecard records how
well the company is doing year after year on customer-based
measures.
• A stakeholder-performance scorecard tracks the
satisfaction of various constituencies who have a critical
interest in and impact on the company’s performance
including employees, suppliers, banks, distributors,
retailers, and stockholders.
Copyright © 2012 Pearson Education 4-32

33. Box 4.1: Sample Customer-Performance Scorecard
Measures
Chapter Question 3:
How can marketers assess
their return on investment
of marketing expenditures?
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34. Fig. 4.2: Marketing Measurement Pathway
Chapter Question 3:
How can marketers assess
their return on investment
of marketing expenditures?
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35. Fig. 4.3: Example of a Marketing Dashboard
Chapter Question 3:
How can marketers assess
their return on investment
of marketing expenditures?
Copyright © 2012 Pearson Education 4-35

36. Forecasting and Demand
Measurement
Chapter Question 4:
How can companies more
accurately measure and
forecast demand?
The Measures of Market Demand
Fig. 4.4 shows 90 different types of demand measurement.
But there are productive ways to
break down the market, for example:
• Potential market
• Available market
• Target market
• Penetrated market
Fig. 4.4: Ninety Types of
Demand Measurement
Copyright © 2012 Pearson Education 4-36

37. Chapter Question 4:
How can companies more
accurately measure and
A Vocabulary for Demand forecast demand?
Measurement
• Market demand
• Market forecast
• Market potential
• Company demand
• Company sales forecast
• Company sales potential
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38. Chapter Question 4:
How can companies more
accurately measure and
A Vocabulary for Demand forecast demand?
Measurement
Fig. 4.5: Market Demands Functions
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39. Chapter Question 4:
How can companies more
accurately measure and
Estimating Current Demand forecast demand?
Marketing managers want to estimate:
• Total market potential
o Use: chain-ratio method
• Area market potential
o Use: market-buildup method, or multiple-factor index method
• Industry sales and market shares
o Identify competitors and estimate their sales
Copyright © 2012 Pearson Education 4-39

40. Chapter Question 4:
How can companies more
accurately measure and
Estimating Future Demand forecast demand?
How do companies develop their forecasts?
• Survey of buyers’ intentions
• Composite of sales force opinions
• Expert opinion
• Past-sales analysis
• Market-test method
Copyright © 2012 Pearson Education 4-40

41. Credits
• Slide 1 Camera Press Ltd: Richard Wayman
• Slide 3 Press Association Images: Wilfredo Lee / AP
• Slide 8 Alamy Images: Adams Picture Library t / a apl
• Slide 24 Alamy Images: Jeff Greenberg
• Slide 34 “What does marketing success look like?”,
Marketing Management, Vol 10 (1), pp.12–18, (Ambler, T.,
2001), copyright © American Marketing Association.
Reproduced by permission of AMA and the author
• Slide 30 Adapted from Patrick LaPointe, Marketing by the
Dashboard Light – How to Get More Insight, Foresight, and
Accountability from Your Marketing Investments. © 2005,
Patrick LaPointe