Chapter 4 MM
Chapter 4 MM
Chapter 4 MM
MARKETING
RESEARCH AND
FORECASTING
DEMAND
CHAPTER # 4
Marketing Information and Customer Insights
Marketing insights:
• It provides diagnostic information about how and why we observe
certain effects in the marketplace , and what that means to marketers.
Marketing Research:
• Is the systematic design, collection, analysis and reporting of data and
findings relevant to a specific marketing situation facing the company.
page 3
Marketing Research Firm
Marketing research firms fall into three categories
page 4
Marketing Information and Customer Insights
page 6
Step 2: Develop The Research Plan
Mail Questionnaires
Sampling Plan Telephone interview
Research Approaches
• Observational research Personal Interview
Sampling Unit
• Ethnographic research Sampling size Online interviews
• Focus group research Sampling Procedure
• Survey research
• Behavioral Data
page 7
page 8
page 9
Developing Marketing Information
Marketing Research
Research Instruments
Checkout
scanners
Neuro-
People meters
marketing
Mechanical
devices
Step 3: Collect The Information
• Online survey
• Telephone survey
• In-home survey
• Interviews
• Develop Summary Measures
• Compute Averages
• Statistical Analysis/ Decision Models
STEP 4:
Analyze The Information
page 12
STEP 5: Present The
Findings
Step 6 :Make the Decision
A narrow conception of research Uneven caliber of researcher Poor framing of the Problem
page 15
Measuring Marketing Productivity
• Marketing Matrix
• Marketing-Mix Model
• Marketing Dashboard