kotler04_basic_marketingmanagement課件(已修改)
2024-10-30 15:17 本頁面
【正文】 MARKETING MANAGEMENT 12th edition 4 Conducting Marketing Research and Forecasting Demand Kotler Keller 42 Chapter Questions ? What constitutes good marketing research? ? What are good metrics for measuring marketing productivity? ? How can marketers assess their return on investment of marketing expenditures? ? How can panies more accurately measure and forecast demand? 43 Marketing Research Defined Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a pany. 44 Types of Marketing Research Firms ? Syndicated ? Custom ? Specialtyline 45 The Marketing Research Process ? Define the problem ? Develop the research plan ? Collect information ? Analyze information ? Present findings ? Make decision 46 Step 1 ? Define the problem ? Specify decision alternatives ? State research objectives 47 Step 2 ? Data sources ? Research approach ? Research instruments ? Sampling plan ? Contact methods 48 Research Approaches ? Observation ? Focus group ? Survey ? Behavioral Data ? Experimentation 49 Research Instruments ? Questionnaires ? Qualitative Measures ? Mechanical Devices 410 ? Avoid negatives ? Avoid hypotheticals ? Avoid words that could be misheard ? Use response bands ? Use mutually exclusive categories ? Allow for “other” in fi
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