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4-12
Question Types – Likert Scale
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Avoid negatives Avoid hypotheticals Avoid words that could
be misheard Use response bands Use mutually exclusive
categories Allow for “orketing Research Firms
Syndicated Custom Specialty-line
4-4
The Marketing Research Process
Define the problem Develop the research plan Collect information Analyze information Present findings Make decision
4-2
Marketing Research Defined
Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.
With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
MARKETING MANAGEMENT 12th edition
4 Conducting Marketing Research and Forecasting Demand
Kotler
Keller
Chapter Questions
What constitutes good marketing research?
response questions
4-10
Question Types - Dichotomous
In arranging this trip, did you contact American Airlines? Yes No
4-11
Question Types – Multiple Choice
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?
4-13
Question Types – Semantic Differential
American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned
4-14
Question Types – Importance Scale
Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
4-15
Question Types – Rating Scale
American Airlines’ food service is _____. Excellent Very good Good Fair Poor
4-16
Question Types – Intention to Buy Scale
4-5
Step 1
Define the problem Specify decision alternatives State research objectives
4-6
Step 2
Data sources Research approach Research instruments Sampling plan Contact methods
How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy
4-7
Research Approaches
Observation Focus group Survey Behavioral Data Experimentation
4-8
Research Instruments
Questionnaires Qualitative Measures Mechanical Devices
4-9
Questionnaire Do’s and Don’ts
Ensure questions are free of bias
Make questions simple Make questions specific Avoid jargon Avoid sophisticated
words Avoid ambiguous words
Question Types – Likert Scale
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Avoid negatives Avoid hypotheticals Avoid words that could
be misheard Use response bands Use mutually exclusive
categories Allow for “orketing Research Firms
Syndicated Custom Specialty-line
4-4
The Marketing Research Process
Define the problem Develop the research plan Collect information Analyze information Present findings Make decision
4-2
Marketing Research Defined
Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.
With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
MARKETING MANAGEMENT 12th edition
4 Conducting Marketing Research and Forecasting Demand
Kotler
Keller
Chapter Questions
What constitutes good marketing research?
response questions
4-10
Question Types - Dichotomous
In arranging this trip, did you contact American Airlines? Yes No
4-11
Question Types – Multiple Choice
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?
4-13
Question Types – Semantic Differential
American Airlines Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned
4-14
Question Types – Importance Scale
Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
4-15
Question Types – Rating Scale
American Airlines’ food service is _____. Excellent Very good Good Fair Poor
4-16
Question Types – Intention to Buy Scale
4-5
Step 1
Define the problem Specify decision alternatives State research objectives
4-6
Step 2
Data sources Research approach Research instruments Sampling plan Contact methods
How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy
4-7
Research Approaches
Observation Focus group Survey Behavioral Data Experimentation
4-8
Research Instruments
Questionnaires Qualitative Measures Mechanical Devices
4-9
Questionnaire Do’s and Don’ts
Ensure questions are free of bias
Make questions simple Make questions specific Avoid jargon Avoid sophisticated
words Avoid ambiguous words