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MARKETINGMANAGEMENT

12thedition4ConductingMarketingResearchandForecastingDemand

Kotler Keller1ChapterQuestionsWhatconstitutesgoodmarketingresearch?Whataregoodmetricsformeasuringmarketingproductivity?Howcanmarketersassesstheirreturnoninvestmentofmarketingexpenditures?Howcancompaniesmoreaccuratelymeasureandforecastdemand?2MarketingResearchDefinedSystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingacompany.3TypesofMarketingResearchFirmsSyndicatedCustomSpecialty-line4TheMarketingResearchProcessDefinetheproblemDeveloptheresearchplanCollectinformationAnalyzeinformationPresentfindingsMakedecision5Step1DefinetheproblemSpecifydecisionalternativesStateresearchobjectives6Step2DatasourcesResearchapproachResearchinstrumentsSamplingplanContactmethods7ResearchApproachesObservationFocusgroupSurveyBehavioralDataExperimentation8ResearchInstrumentsQuestionnairesQualitativeMeasuresMechanicalDevices9AvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor“other”infixedresponsequestionsQuestionnaireDo’sandDon’tsEnsurequestionsarefreeofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswords10QuestionTypes-DichotomousInarrangingthistrip,didyoucontactAmericanAirlines?YesNo11QuestionTypes–MultipleChoiceWithwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganizedtourgroup12QuestionTypes–LikertScaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree13QuestionTypes–SemanticDifferentialAmericanAirlinesLarge………………...…………….SmallExperienced….………….InexperiencedModern………..………….Old-fashioned14QuestionTypes–ImportanceScaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant15Qu惹es况ti证on暗T沫yp定es包–谜R短at偷in舞g京Sc扭al这eAm怜er辞ic风an剃A脂ir熔li讽ne嘱s’对f麻oo吐d下se争rv枣ic咽e雪is臂_缝__脂__遥.杀Ex糊ce锣ll逮en宋tVe效ry骨g根oo地dGo既odFa销irPo杰or16Qu视es乘ti姑on召T间yp碍es纯–喷I株nt纷en锋ti纸on躬t矿o跌Bu住y副Sc乘al句eHo波w环li着ke盆ly垂a瓶re司y论ou泼t蚊o棕pu抹rc裂ha毁se豪t精ic烤ke瓣ts末o袋n字Am娃er龙ic乐an舞A遍ir环li鸦ne亲s画if音i奥n-冬fl溜ig捕ht双I吉nt参er撞ne主t咬ac县ce征ss场w舍er柄e衡av新ai思la绪bl叉e?穷De貌fi尼ni悄te摘ly浴b嘉uyPr李ob揉ab寒ly爸b筛uyNo臂t狱su邪rePr跳ob键ab龙ly条n犯ot材b是uyDe输fi猾ni批te白ly随n剥ot不b颜uy17Qu欢es按ti辞on贞T铲yp篇es爽–版C岩om舍pl置et揭el嘴y给Un即st年ru翼ct京ur嘉edWh检at愤i批s盆yo申ur箩o立pi头ni盘on浮o蚁f粥Am弊er既ic短an堤A旁ir圈li幅ne菌s?18Qu副es秋ti膜on百T股yp言es亮–嚼W获or地d尊As随so所ci终at共io涂nWh买at谋i绩s活th团e窜fi题rs筋t战wo健rd迁t核ha避t耍co劫me暂s译to去y腾ou攻r者mi疾nd烟w宜he装n崇yo脱u酷he互ar春t碰he昆f垦ol脱lo左wi做ng寨?Ai够rl急in们e袍__米__谋__盆__积__柴__饰__骨__恨__节__致__塘__Am信er简ic酱an钉_销__窄__袭__仆__奇__愈__棚__记__友__窝__Tr妇av暮el糊_渗__走__基__锻__膨__侧__岔__察__番__姥__葛__猎_19Qu钱es接ti野on恩T炸yp患es寒–允S级en山te卫nc滋e简Co侄mp只le愁ti搭onWh罚en荣I蛾c同ho狗os逼e鼓an办a贤ir自li施ne劝,惭th蹄e佣mo府st森i疗mp袖or宴ta坦nt链c参on捆si强de妹ra愚ti汉on碰i郑n登my殃d授ec忙is苍io蹦n取is眠:仆__股__冠__猴__隙__孟__兽__磨__阳__更__音__盾__块__摄__查__国__虏__绣__艺__努__尿__艘__誓__惕__农__槽__武__认__的__绞__深__邻__功__米__歼__应__丝式__适__踪蝶__与__善__碎__苏__离__桂__购__刘__躁__个__苦__滑__退__糊__元__迟__北__冒__悲__浆__粮__民__接__哭__恋__钟__财__毒__仁__透__刘__还__墓__偷__乡丰__胃__终__康__卵__企__然__搂__拔__公__公__领__奸__局__介__键__仿__铸__拌__摇__书__酱__当__彻__毙__丢__苹__僚__划__爸__粪__仔__默__痛__撞__祝__碗__刺__她__徒__锅__巩__敞__效__架__障__沉__樱.20Qu薄es勒ti敞on话T倚yp夹es绕–绘S笛to邻ry刘C币om问pl嫩et塔io殊n“I泽f倦le赴w恐A句me罗ri绸ca查n斗a屿fe迷w雅da苏ys猴a晕go乖.浊I谷no银ti负ce真d元th甩at醒t轮he雕e渐xt肠er狸io岭r度an痛d夜in虽te遍ri情or错o教f计th宪e妈pl音an峡e映ha超d升ve渣ry特b右ri塔gh戚t咸co肚lo匙rs畏.昏Th首is背a劳ro幼us借ed科i腔n萌me胶t桶he郊f惭ol壁lo魂wi钟ng粥t拒ho危ug薄ht劝s恢an候d纪fe驳el虫in夺gs防.”榆N朗ow引c结om萌pl丈et胡e志th怜e栋st熔or蜘y.晚_检__敞__遍__左__凉__叼__拿__抗__辛__缘瑞__员__处__馆__学__骗__殿__伴__酷__颠__响__识__稻__太__损__邪__悬__混__烂__胳__布__狗__岛__男__役__购__渠__散__页__课__予__胞__膨__株__稀__锋__研__嘱__辱__哭__表__则__浑__膝__括__泼__康__搭__肝__豪__竭__丧__外__辱__远__威__器__编__鸦__风__让__臣__臣__岗__嘉__嘴__担__质__抄__琴__难__液__传__稳__责__弊__塌__纱__帽__填__胸__衡__胞__她__馆__偏__波__服__依__虏__渣__牺__秒__觉__俩__江__夫__弟__火__临__令__忠__院__须__每__宅__羊__朵__系__汽__贼_21Qu鞋es蛮ti循on筝T谈yp动es卸–触P苦ic衔tu丙re隆(弃Em左pt孝y础Ba额ll纱oo阵ns疾)22Qu粒al辰it姥at蒜iv振e犬Me梁as混ur论esSh杜ad掘ow恰in钩gBe大ha湾vi灯or饭m睬ap侨pi送ngCo民ns孙um谊er锡j严ou谈rn揪eyCa蝇me拆ra雄j烦ou辜rn狂al袖sEx撞tr葱em谈e任us添er疲i宗nt辈er赖vi丈ew煤sSt竟or乱yt宿el窗li碗ngUn阿fo桨cu缺se森d摄gr宋ou孩ps23Me升ch似an校ic肚al权D是ev滥ic除esGa芦lv羽an老om瓶et饱er蜘sTa痕ch东is痒to铃sc讲op佛eEy挨e深ca色me羞ra邪sAu捡di狂om蚂et因er该sGP勾S24Sa拉mp逗li摸ng迅P令la丘nSa史mp积li领ng铁u痕ni坐t:讲W绢ho宵i擦s丑to脚b喉e疼su砍rv孟ey殊ed革?Sa厉mp支le奏s据iz嘱e:尽H这ow湾m辜an雕y辉pe卧op悟le佛s杂ho是ul倡d清be芽s习ur布ve帐ye编d?Sa储mp争li手ng好p宵ro忙ce军du所re舞:谷Ho暂w渔sh零ou翼ld皱t尼he章r越es擦po直nd蜡en绑ts跳b撞e魂ch阔os教en滔?25Ty湾pe伟s雄of创S牢am箭pl杜esPr蛮ob辜ab铺il占it纹ySi察mp沿le叼r汤an辫do坛mSt双ra怖ti散fi栗ed笼r出an杂do售mCl塔us槐te皆rNo牌np拿ro役ba发bi趋li四tyCo匙nv走en好ie扬nc荒eJu辈dg信me解ntQu发ot怕a26Co锹nt秀ac虽t嘴Me扣th顷od哪sMa闻il扭q辫ue危st章io维nn予ai照reTe怕le蝇ph姻on汇e养in芽te刻rv录ie尼wPe染rs肚on竹al俯i错nt沙er库vi垃ewOn染li值ne镜i眨nt准er息vi流ew27Ch丛ar搁ac轰te课ri际st魂ic欢s锤of丝式G滴oo堵d化M蔽ar添ke抓ti售ng棕R率es披ea车rc搭hSc安ie或nt盗if杏ic庆m健et迟ho眠dRe安se馅ar念ch诸c剩re布at赞iv腰it暖yMu访lt园ip生le招m质et使ho竭dsIn伞te闪rd撇ep照en湿de觉nc发eVa辅lu患e陪an还d泳co玻st夕o敢f都in胀fo迹rm榴at报io残nHe际al晨th史y极sk恋ep阴ti废ci再smEt汉hi库ca症l欣ma纽奉rk话et秃in若g28Ta剃bl酿e隐4.惯4垒Ma晨rk芝et夏in糊g溉Me坛tr睡ic定sEx树te愤rn估alAw市ar痛en奋es逝sMa各rk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