Kotler Mm14 Ch04 Dppt

Kotler • KellerPhillip Kevin Lane

Marketing Management • 14e

Conducting Marketing Research

Chapter 4

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Discussion Questions

1. What constitutes good marketing research?

2. What are the best metrics for measuring marketing productivity?

3. How can marketers access their return on investment of marketing expenditures?

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Marketing Research System

Insight

Market Research

Defined

The systematic design, collection,

analysis, and reporting of data and

findings relevant to a specific marketing

situation facing the company.

Marketing ResearchDefined

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Creative Research Means

Rivals

Marketing partners

Student projects

Internet sourcesCheck out rivals

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Figure 4.1

Marketing Research Process

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Step 1: Define the Problem

Focused inquiry

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Step 2: Develop the Research Plan

Sampling planContact method

Data Sources•Secondary data•Primary data

Research Approaches•Observation•Focus groups•Surveys•Behavioral data•Experiments

Research instrument•Questionnaires•Qualitative measures•Technological devices

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Step 3: Collect the Information

Online surveys

Telephone surveys

InterviewsIn-home surveys

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Step 4: Analyze the Information

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Step 5: Present the Findings

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Step 6: Make the Decision

Research Decisions

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Characteristics of Good Marketing Research1. Scientific method2. Research creativity3. Multiple methods4. Interdependence of models and data5. Value and cost of information6. Healthy skepticism7. Ethical marketing

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Former marketing research

executive for General Foods

concluded that Star Wars would

fail at the box office. The film

grossed $4.3 billion in box office

receipts.

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Measuring Marketing Productivity

Marketing-mix modeling

Marketing metrics

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Marketing Metrics

Marketing Performance

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Marketing Metrics

External• Awareness• Market share• Relative price• Number of complaints• Consumer satisfaction• Total number of customers• Perceived quality/esteem• Loyalty/retention• Relative perceived quality

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Marketing-Mix Modeling

Awareness

Expenditure

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Marketing Dashboards

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Figure 4.2 Marketing Measurement

Pathway

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Figure 4.3

Marketing Dashboard Example