Professional Documents
Culture Documents
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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?
O
is the systematic
design, collection, analysis, and
reporting of data and findings relevant
to a specific marketing situation facing
the company.
ð
Syndicated service
Custom
Specialty-line
ð
Data sources
Research approach
Research instruments
Sampling plan
Contact methods
Observation
Ethnographic
Focus group
Survey
Behavioral data
Experimentation
Questionnaires
Qualitative Measures
Technological Devices
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American Airlines
Large ««««««««««««...««.Small
Experienced«««««««.«.±nexperienced
Modern«««««««««.«..Old-fashioned
ð
#
¢
Word association
Projective techniques
Visualization
Brand personification
Laddering
ð
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
¢
¢
,
¢
Simple random Convenience
Stratified random Judgment
Cluster Quota
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Mail questionnaire
Telephone interview
Personal interview
Online interview
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±nexpensive Small samples
Fast Skewed samples
Accuracy of data, Technological
even for sensitive problems
questions ±nconsistencies
Versatility
O
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A
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.
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&
are the set of
measures that helps marketers
quantify, compare, and interpret
marketing performance.
ð
*+*
(0
Awareness Awareness of goals
Market share Commitment to goals
Relative price Active support
Number of complaints Resource adequacy
Customer satisfaction Staffing levels
Distribution Desire to learn
Total number of Willingness to change
customers Freedom to fail
Loyalty Autonomy
O
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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.
A
"
records how well the company is doing year
after year on customer-based measures.
A
"
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.
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*+1¢
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"
¢
Potential market
Available market
Target market
Penetrated market
*
Market demand
Market forecast
Market potential
Company demand
Company sales forecast
Company sales potential
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O
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