Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Conducting Marketing Research

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

Market Research

Insight

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Marketing Research
The systematic design, collection,
analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Creative Research Means

Check out rivals Internet sources

Rivals

Marketing partners

Student projects
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Marketing Research Process

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Step 1: Define the Problem

Focused inquiry

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Step 2: Develop the Research Plan

Research Approaches Observation Focus groups Surveys Behavioral data Experiments

Data Sources Secondary data Primary data

Sampling plan Contact method

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Research instrument Questionnaires Qualitative measures Technological devices

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Step 3: Collect the Information

Online surveys

Telephone surveys

Interviews In-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 Research

1. Scientific method 2. Research creativity 3. Multiple methods 4. Interdependence of models and data 5. Value and cost of information 6. Healthy skepticism 7. 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
Quantify

Compare

Marketing Performance

Interpret

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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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Marketing Measurement Pathway

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Marketing Dashboard Example

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