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TOP 10 Learning Questions for
Ch 4: Conducting Marketing Research and
Forecasting Demand
Ma Alexandria BulaonDecember 16, 2011
1. The first step in the marketing research process is _____.
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
2
The Marketing Research Process
Define the problemDevelop research planCollect information
Analyze informationPresent findings
3
Make Decisio
n
Steps in the Marketing Research Process
Step 1: Define the Problem – Determining & clarifying the management’s information needs.
Step 2: Develop Research Plan – This involves creating a problem solving framework and analytical models.
Step 3: Collect Information – Collecting all relevant data and information.
Step 4: Analyze Information – Data Preparation, tabulation and analysis of results
Step 5: Present Findings – Presentation and report generation
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Defining the Problem
The starting phase is always identifying the reason or problem for which research is to be conducted. This includes collecting of relevant initial information and how this information will affect decision making process.
1. The first step in the marketing research process is _____.
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
6
2. Potential market, available market, target market, and penetrated market are measures of _________.
A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research
7
The Measures of Market Demand
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Market Demand
- Market demand is the total amount of purchases of a product within a specified demographic.
Market Demand
Potential Market- set of consumers who express an interest
Available Market - potential plus income and access
Target Market– market the firm decides to pursue
Penetrated Market- consumers who are buying product
2. Potential market, available market, target market, and penetrated market are measures of _________.
A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research
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3. Customer survey forms in restaurants can measure the following marketing metrics except:
A. LoyaltyB. Total number of customersC. Customer satisfactionD. Market shareE. Number of complaints
Marketing Metrics
External•Awareness•Market share•Relative price•Number of complaints•Customer satisfaction•Distribution•Total number of customers•Loyalty
Internal•Awareness of goals•Commitment to goals•Active support•Resource adequacy•Staffing levels•Desire to learn•Willingness to change•Freedom to fail•Autonomy
Market Shares
Market Share = Firm’s Sales / Total Market Sales
Research Approaches
Market Shares
- is the portion or percentage of sales of a particular product or service in a given region that are controlled by a company. This data cannot be extracted from a customer survey form.
3. Customer survey forms in restaurants can measure the following marketing metrics except:
A. LoyaltyB. Total number of customersC. Customer satisfactionD. Market shareE. Number of complaints
4. The following are research approach except:
A. ExperimentationB. ObservationC. SurveyD. Data GatheringE. Ethnographic
Research Approaches
Research approach is the method of collecting data
Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data
Research Approaches
• Observation – act of noting and recording something
• Ethnographic – a systematic market research observing customers in their own environment using products and services
• Focus Group – provide accurate information
• Survey – a questionnaire used to gather data about consumer attitudes or behavior
• Behavioral Data – Information employed in marketing for designing promotional campaigns based on consumers' buying habits, brand preferences, and product usage
• Experimentation – methodical procedure carried out with the goal of verifying
4. The following are research approach except:
A. ExperimentationB. ObservationC. SurveyD. Data GatheringE. Ethnographic
5. The following are contact methods except:
A. Text InterviewB. Telephone InterviewC. Personal InterviewD. Mail QuestionnaireE. Online Interview
Contact Methods
Contact Methods
• Mail Questionnaire –planned set of questions used to collect data
• Telephone Interview – an interview conducted over the telephone
• Personal Interview –face-to-face contact with individuals
• Online Interview – There are different forms of online interviews: synchronous online interviews (for example via chat technology) and asynchronous online interviews (for example via email).
Interview
An interview is a conversation between two people (the interviewer and the interviewee) where questions are asked by the interviewer to obtain information from the interviewee.
There’s no such thing as text interview.
5. The following are contact methods except:
A. Text InterviewB. Telephone InterviewC. Personal InterviewD. Mail QuestionnaireE. Online Interview
6. A good marketing research has the following characteristics except:
A. Scientific methodB. InterdependenceC. Value and cost of informationD. Ethnical marketingE. Multiple methods
Characteristics of a Good Marketing Research
• Scientific method• Research creativity• Multiple methods• Interdependence• Value and cost of information• Healthy skepticism• Ethical marketing
Ethical Marketing
Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing generally results in a more socially responsible and culturally sensitive business community.
Ethical Marketing
Ethics deals with moral principles and values. These moral principles and values govern the actions of an organization. They serve as guidelines to acting justly. Sometimes actions that are technically legal could be viewed as unethical. For example, charging exorbitant prices. Sometimes actions that are ethical may not be seen as legal. For example, some hiring practices.
Ethical marketing is a characteristic of a good marketing research, not Ethnical marketing.
6. A good marketing research has the following characteristics except:
A. Scientific methodB. InterdependenceC. Value and cost of informationD. Ethnical marketingE. Multiple methods
7. Which of the following is true? The sampling plan includes:
A. Sample size, sample data, sample procedure
B. Sample test, sample size, sample marketC. Sample product, sample unit, sample
procedureD. Sample unit, sample size, sample
operationE. Sample unit, sample size, sample
procedure
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?
Sampling Plan
Includes:Sampling unitSample sizeSampling procedure
Sampling Plan
1. Sampling Unit - any group of things or persons regarded as an entity
2. Sample Size - measurement; extent; degree`
3. Sampling Procedure - step-by-step sequence of course of action
7. Which of the following is true? The sampling plan includes:
A. Sampling size, sample data, sample procedure
B. Sample test, sample size, sample marketC. Sample product, sample unit, sample
procedureD. Sample unit, sample size, sample
operationE. Sampling unit, sample size, sampling
procedure
8. Cluster samples and Quota samples are?
A. Probability SamplesB. Nonprobability SamplesC. Probability and Nonprobability SamplesD. Probable SamplesE. None of the Above
Types of Samples
Probability Samples
•Simple Random•Stratified Random•Cluster
Nonprobability Samples
•Convenience•Judgment•Quota
Types of Samples
Probability Samples
Probability sampling is a sampling technique wherein the samples are gathered in a process that gives all the individuals in the population equal chances of being selected.
Nonprobability Samples
Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected.
ClusterIn cluster sampling, instead of selecting all the subjects from the entire population right off, the researcher takes several steps in gathering his sample population.
QuotaQuota sampling is a non-probability sampling technique wherein the assembled sample has the same proportions of individuals as the entire population with respect to known characteristics, traits or focused phenomenon.
8. Cluster samples and Quota samples are?
A. Probability SamplesB. Nonprobability SamplesC. Probability and Nonprobability SamplesD. Probable SamplesE. None of the Above
9. _____ quantifies, compare and interpret marketing performance.
A. Marketing ResearchB. Marketing DemandC. Marketing DashboardD. Marketing MeasurementE. Marketing Metrics
Understanding market metrics
To test to see if your marketing is successful, it is necessary to measure where you were and where you are now. This can be carried out with long-term tracking studies monitoring your market position and changes to your brand image over time or, for particular campaigns, measuring pre- and post- event to see what has changed.
The most common market metrics that companies use are:
1. Market size2. Market share3. Market penetration4. Installed base5. Product usage6. Customer attitudes7. Brand awareness8. Advertising awareness9. Brand image10. Customer satisfaction
Example Marketing Metrics
Tracking downloads or Web site visitors
9. _____ quantifies, compare and interpret marketing performance.
A. Marketing ResearchB. Marketing DemandC. Marketing DashboardD. Marketing MeasurementE. Marketing Metrics
10. The following are Questionnaire Do’s and Don'ts except:
A. Avoid negativeB. Avoid jargonC. Avoid hypotheticalsD. Avoid ambitious wordsE. Avoid sophisticated words
Questionnaire Do’s and Don'ts
Ambiguous
- lacking clearness or definiteness; obscure; indistinct:
- open to or having several possible meanings or interpretations;
Ambitious
- Eagerly desirous of achieving or obtaining success, power, wealth, a specific goal, etc.
10. The following are Questionnaire Do’s and Don'ts except:
A. Avoid negativeB. Avoid jargonC. Avoid hypotheticalsD. Avoid ambitious wordsE. Avoid sophisticated words
TOP 10 Learning Questions for
Ch 4: Conducting Marketing Research and
Forecasting Demand
Ma Alexandria BulaonDecember 16, 2011