Professional Documents
Culture Documents
Chapter Questions
What constitutes good marketing research? What are good metrics for measuring marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2
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Research Approaches
Observation Ethnographic Focus group Survey Behavioral data Experimentation
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Research Instruments
Questionnaires Qualitative Measures Technological Devices
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No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12
Modern...Old-fashioned
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Probably buy
Not sure
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Travel ________________________
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Qualitative Measures
Word association Projective techniques Visualization Brand personification Laddering
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Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
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Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
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Contact Methods
Mail questionnaire Telephone interview Personal interview Online interview
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A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-29
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Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
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Marketing Dashboards
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 companys performance including employees, suppliers, banks, distributors, retailers, and stockholders.
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