Md. Saddam Hossain
Chapter04 Conducting Marketing Research and Forecasting Demand The Marketing Research System Engaging students or professors to design and carry out projects Using the Internet Checking out rivals Tapping into marketing partner expertise Syndicated Service Research Firms Custom Marketing Research Firms Specialty-line marketing research The Marketing Research Process Step 1 Define the problem, the Decision alternatives, and the research objectives Step 2 Develop the research plan Data Sources Research approaches Observational research Ethnographic research/understanding peoples life style Focus group research Survey research Behavioral Research Customers leave traces of their purchasing behavior in store scanning data, catalog purchases, and customer databases. Experimental research Designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings. Research instruments Questionnaire Qualitative measure 1. Word associationsAsk subjects what words come to mind when they hear the brands name. What does the Timex name mean to you Tell me what comes to mind when you think of Timex watches. 2. Projective techniquesGive people an incomplete stimulus and ask them to complete it, or give them an ambiguous stimulus and ask them to make sense of it. 3. VisualizationVisualization requires people to create a collage from magazine photos or drawings to depict their perceptions. 4. Brand personificationAsk subjects what kind of person they think of when the brand is mentioned If the brand were to come alive as a person, what would it be like, what would it do, where would it live, what would it wear, who would it talk to if it went to a party (and what would it talk about) 5. LadderingA series of increasingly more specific why questions can reveal consumer motivation and consumers deeper, more abstract goals. Ask why someone wants to buy a Nokia cell phone. They look well built (attribute). Technological devices Sampling plan