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What constitutes good marketing

research? What are ood metrics for measurin

marketing productivity?

on investment of marketing

How can companies more accurately

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Build-A-Bear

makes the mostentertainment

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sistematik, pengumpulan, analisa, dan

relevan untuk situasi pemasaran yang.

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Types of Marketing Research

yn ca e -

Service CustomSpecialty-

perdagangan (Nielsen

Media Research--

Design study

Report findings)(jasa

varied audiences)

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The Marketing ResearchProcess

Define the roblem

Develop research plan

Collect information

Analyze information

Makedecision

Present findings

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Define the problem (e.g., Will offering an in-flightInternet service create enough incremental

cost?)

Specify decision alternatives (e.g., Should American offer an Internet connection? State research objectives (e.g., types of 1 st class

passengers are likely to use internet?)

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Data Researchources pproac

ResearchInstruments

SamplingPlan

Contact

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Observation --

behavior &/or how cultural processes develop

Focus group discuss topics of interest , , ,

satisfaction -- Experimentation cause and effect

relationshi s

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Qualitative & Quantitative Measures ec no og ca ev ces

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Kuesioner tidak bias Men hindari hal ne atif

Pertanyaan simple Pertanyaan spesifik

Menghindari hipotesis Menghindari kata-kata

Menghindari jargon

Menghindari kata-kata

yang kemungkinansalah dengar

Menghindari kata-kataambi u

jawaban

Menggunakan kategori

yang bermanfaat Memperbolehkan

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memperbaiki jawaban

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-

In arranging this trip, did you contact American Airlines?

Yes No

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With whom are ou travelin on this tri ?

No one

Spouse

Spouse and children

Children only

us ness assoc a es r en s re a ves An organized tour group

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Question Types Likert Scale

following statement: Small airlines generally givebetter service than lar e ones.

Strongly disagree

sagree

Neither agree nor disagree

Agree

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rong y agree

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Large ....Small

Experienced..Inexperienced

-...

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Question Types Importance Scale

_____ .

Extremely important

Very important

Not very important

Not at all important

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Question Types Rating Scale

_____.

Excellent

Very good

Fair

Poor

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Question Types

How likel are ou to urchase tickets on

American Airlines if in-flight Internet accesswere available?

Definitely buy

Not sure

Probably not buy

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Question Types

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Question Types

when you hear the following? ________________________

American _____________________ Travel ________________________

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Question Types

,

consideration in my decision is:

_____________________________________

_____________________________________ _____________________________________ _____________________________________

_____________________________________ __________________.

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Question Types

.

the exterior and interior of the plane had verybri ht colors. This aroused in me the followinthoughts and feelings. Now complete the story.

_______________________________________ _______________________________________ _______________________________________

_______________________________________ _______________________________________

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_______________________________________

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Question Types c ure mp y a oons

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Question Types Thematic Apperception Test

Make up a story that reflects what you think is happening in this picture.

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Word association words are presented, one at a

time, and res ondents mention the first word that

comes to mind. Projective techniques give people an incompletes mu us an as em o comp e e .

Visualization requires people to create a collagefrom ma azine or drawin to de ict their erce tions

Brand personification ask subjects what kind ofperson they think of when the brand is mentioned.

Laddering series of increasingly more specificwhy questions can reveal consumer motivation andconsumers dee er more abstract oals.

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Shadowingobserving people

Behavior mapping photographingpeople with a space2 or 3 days

Consumer journey keeping track ofinteractions a consumer has with a product, service,

or space

Camera journals ask consumers to keepvisual diaries of activities and impression

related to a product

Extreme user interviewstalking to peopleabout a product and evaluating their experiencewith it

Storytellingprompting people to tellersonal stories about their consumer

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experiences

Unfocusedgroupsinterview a

diverse group of people to explore ideas

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Galvanometers (measure

Exposure to a specific ad or picture)

Subject with an exposure interval and

respondent describes everything he/she recalls)

E e cameras stud res ondentseye movement to see where their eyes

land 1 st and how long, etc.)

u ome ers recor w en s onand the channel)

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,Determine how many billboards a person

may walk or drive by during a day)

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Sample size : How many people should besurveye

Sampling procedure : How should therespondents be chosen?

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Probability - Simple random

Every member of populationhas an equal chance ofselection

Convenience Selects the mostaccessible population

Stratified random Population is divided into

mutually exclusive groupsa e rou s and random

members Judgment

Selects populationsamples are drawn fromeach group

Cluster Po ulation is divided into

prospects for accurateinformation

Quota

mutually exclusive groups(city blocks) and a sample istaken from each group

e ec s an n erv ews aprescribed number ofpeople in each of severalcategories

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Mail Questionnaire

(For people would not givepersonal interviews or whose responses

might be biased or distorted by interviewer)

Telephone Interview(Gather information quickly, however

interview are short and non-personal)

Personal Interview ,

subject to interview bias or distortion)

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Online Interview(Inexpensive, faster, honest, versatile, samples small

and skewed, tech problems and inconsistencies)

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Inexpensive

Small samples

Accuracy of data, Technological

questions Versatilit

Inconsistencies

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