This document discusses conducting marketing research and forecasting demand. It covers various topics such as data sources, research approaches, sampling plans, research instruments, and contact methods for qualitative and quantitative research. Specific techniques are mentioned like questionnaires, word association, projective techniques, visualization, and laddering. Probability and non-probability sampling are also covered. The key benefits of exemplary marketing research are highlighted as resulting in excellent customer satisfaction.

1. Conducting Marketing Research &
Forecasting Demand
Marketing Management
Submitted to Prof. de Ungria
Shelle Caiga
04.27.2012

3. Data Research
Sources Approach
Research Sampling
Instruments Plan
Contact
Methods

4. Etnographic
Focus Group
Behavioral
Data

5. Questionnaires: DO’s
Ensure questions are FREE of BIAS
K.I.S.S. (Keep It Short & Simple)
Make it SPECIFIC
No to JARGONS
No to SOPHISTICATED words
No to AMBIGUOUS words

6. Questionnaires: DON’Ts
No negatives
No hypothetical
No words that could be misheard
Use response bands
Use mutually exclusive categories
Allow for “other” in fixed response questions

7. Word Association
Projective Techniques
Visualization
Brand Personification
Laddering

8. Sampling Unit
Sample Size
Sampling Procedure

9. PROBABILITY NON-PROBABILITY
Sample Sample
 Involve random selection x Doesn’t involve random selection

10. MAILS FACE-TO-FACE PHONE ONLINE
QUESTIONNAIRES INTERVIEW INTERVIEW INTERVIEW

12. Distribution
Awareness Number of complaints
Relative price Market share
Total # of customers Customer satisfaction
Loyalty

13. Awareness of goals
Commitment of goals
Active support Desire to learn
Staffing levels Freedom to fail
Willingness to change
Resource adequacy
Customer satisfaction
Autonomy

14. An EXEMPLARY
MARKETING RESEARCH
will definitely result to an
EXCELLENT CUSTOMER SATISFACTION
Nobody counts the number of ads you run; they just remember the impression you make.
– Bill Bernbach, advertising pioneer and founder of DDB