Marketing research
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CONDUCTING
MARKETING RESEARCH AND
FORECASTING DEMAND
Lectured by Khoa Nguyễn
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
WHAT IS MARKETING RESEARCH?
Marketing research is the systematic design, collection, analysis,
and reporting of data and findings relevant to a specific marketing
situation facing the company.
THE MARKETING RESEARCH PROCESS
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision
STEP 1: DEFINE THE PROBLEM
•
Define the problem
•
Specify decision alternatives
•
State research objectives
STEP 2: DEVELOP THE RESEARCH PLAN
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods
RESEARCH APPROACHES
Observation
Ethnographic
Focus Group
Survey
Behavioral Data
Experimentation
RESEARCH INSTRUMENTS
➢Questionnaires
➢Qualitative Measures
➢Technological Devices
TECHNOLOGICAL DEVICES
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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?
TYPES OF SAMPLES
Probability Samples
Nonprobability Samples
PROS AND CONS OF
ONLINE RESEARCH
PROS AND CONS OF ONLINE RESEARCH
Advantages
Disadvantages
Inexpensive
Small samples
Fast
Skewed samples
Accuracy of data, even for
sensitive questions
Technological problems
Versatility
Inconsistencies
STEP 3: COLLECT INFORMATION
STEP 4: ANALYZE INFORMATION
STEP 5: PRESENT THE FINDINGS
STEP 6: MAKING DECISIONS
A marketing decision support system (MDSS) 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.
