文档介绍：Chapter 6 Managing marketing research and forecasting
Managing marketing research and forecasting
Chapter 6
Chapter questions
What constitutes good marketing research?
What is the marketing research process?
How can marketing assess their return on investment of marketing expenditure?
How panies more accurately measure and forecast demand?
SIGG switzerland
Marketing research led to a doubling of SIGG Switzerland’s US bottle sales
Source: All Outdoor Ltd.
What is marketing research?
Marketing research is defined as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing pany.
Marketing executive Peggy Morgan Collins holds the 5>view that marketing research is simply ‘investigating a specific group for a specific reason’:
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The marketing research system
Syndicated-service
research firms
Custom marketing
research firms
Specialty-line
marketing research firms
Figure The marketing research process
An Example of a marketing research application
Figure In the petitive munication industry, marketing research is focusing on which new services customers might be willing to pay extra for, such as television viewing and music downloading
Step 1: Define the problem
Define the problem
Specify decision alternatives
State research objectives
Step 2: Develop the research plan
Data
sources
Contact
methods
Research
instruments
sampling
plan
Research
approach
Research approaches
Observation
Focus group
Survey
Behavioral data
Experimentation
Ethnographic
The traditional
marketing research approach
The traditional marketing research approach means that desk es first, providing information for the qualitative research, which in turn feeds into the quantitative work.
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Research instruments
Questionnaires
Qualitative measures
Technological devices
Questionnaire do’s and don’ts
Ensure questio