Kotler • Keller Phillip Kevin Lane Marketing Management • 14e
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