andForecastingDemand(市场营销,科特勒,英文版)

MARKETINGMANAGEMENT12thedition4ConductingMarketingResearchandForecastingDemandKotlerKeller4-2ChapterQuestionsWhatconstitutesgoodmarketingresearch?Whataregoodmetricsformeasuringmarketingproductivity?Howcanmarketersassesstheirreturnoninvestmentofmarketingexpenditures?Howcancompaniesmoreaccuratelymeasureandforecastdemand?4-3MarketingResearchDefinedSystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.4-4TypesofMarketingResearchFirmsSyndicatedCustomSpecialty-line4-5TheMarketingResearchProcessDefinetheproblemDeveloptheresearchplanCollectinformationAnalyzeinformationPresentfindingsMakedecision4-6Step1DefinetheproblemSpecifydecisionalternativesStateresearchobjectives4-7Step2DatasourcesResearchapproachResearchinstrumentsSamplingplanContactmethods4-8ResearchApproachesObservationFocusgroupSurveyBehavioralDataExperimentation4-9ResearchInstrumentsQuestionnairesQualitativeMeasuresMechanicalDevices4-10AvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor“other”infixedresponsequestionsQuestionnaireDo’sandDon’tsEnsurequestionsarefreeofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswords4-11QuestionTypes-DichotomousInarrangingthistrip,didyoucontactAmericanAirlines?YesNo4-12QuestionTypes–MultipleChoiceWithwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganizedtourgroup4-13QuestionTypes–LikertScaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree4-14QuestionTypes–SemanticDifferentialAmericanAirlinesLarge………………………………...…………….SmallExperienced………………….………….InexperiencedModern………………………..………….Old-fashioned4-15QuestionTypes–ImportanceScaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant4-16QuestionTypes–RatingScaleAmericanAirlines’foodserviceis_____.ExcellentVerygoodGoodFairPoor4-17QuestionTypes–IntentiontoBuyScaleHowlikelyareyoutopurchaseticketsonAmericanAirlinesifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy4-18QuestionTypes–CompletelyUnstructuredWhatisyouropinionofAmericanAirlines?4-19QuestionTypes–WordAssociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________American_____________________Travel________________________4-20QuestionTypes–SentenceCompletionWhenIchooseanairline,themostimportantconsiderationinmydecisionis:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.4-21QuestionTypes–StoryCompletion“IflewAmericanafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.”Nowcompletethestory.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________4-22QuestionTypes–Picture(EmptyBalloons)4-23QualitativeMeasuresShadowingBehaviormappingConsumerjourneyCamerajournalsExtremeuserinterviewsStorytellingUnfocusedgroups4-24MechanicalDevicesGalvanometersTachistoscopeEyecamerasAudiometersGPS4-25SamplingPlanSamplingunit:Whoistobesurveyed?Samplesize:Howmanypeopleshouldbesurveyed?Samplingprocedure:Howshouldtherespondentsbechosen?4-26TypesofSamplesProbabilitySimplerandomStratifiedrandomClusterNonprobabilityConvenienceJudgmentQuota4-27ContactMethodsMailquestionnaireTelephoneinterviewPersonalinterviewOnlineinterview4-28CharacteristicsofGoodMarketingResearchScientificmethodResearchcreativityMultiplemethodsInterdependenceValueandcostofinformationHealthyskepticismEthicalmarketing4-29Table4.4MarketingMetricsExternalAwarenessMarketshareRelativepriceNumberofcomplaintsCustomersatisfactionDistributionTotalnumberofcustomersLoyaltyInternalAwarenessofgoalsCommitmenttogoalsActivesupportResourceadequacyStaffinglevelsDesiretolearnWillingnesstochangeFreedomtofailAutonomy4-30Table4.5SampleCustomer-PerformanceScorecardMeasures%ofnewcustomerstoaverage#%oflostcustomerstoaverage#%ofwin-backcustomerstoaverage#%ofcustomersinvariouslevelsofsatisfaction%ofcustomerswhowouldrepurchase%oftargetmarketmemberswithbrandrecall%ofcustomerswhosaybrandismostpreferred4-31ToolstoMeasureMarketingPlanPerformanceSalesanalysisMarketshareanalysisExpense-to-SalesAnalysisFinancialAnalysis4-32SalesAnalysisSales-VarianceAnalysisMicro-SalesAnalysis4-33MarketShareAnalysisOverallmarketshareServedmarketshareRelativemarketshare4-3