Conducting Marketing
by ray sandy
1. Define the Problem, the Decision Alternatives, and the Research Objectives
1.1. What types of first-class passengers would respond most to using an in-flight Internet service?
1.2. How many first-class passengers are likely to use the Internet service at different price levels?
1.3. How many extra first-class passengers might choose American because of this new service?
2. Analyze the Information
2.1. online research
2.1.1. Online research is inexpensive
2.1.2. Online research is fast.
2.1.3. People tend to be honest and thoughtful online
2.1.4. Online research is versatile
2.2. Some disadvantages include:
2.2.1. Samples can be small and skewed
2.2.2. Online panels and communities can suffer from excessive turnover.
2.2.3. Online market research can suffer from technological problems and inconsistencies.
3. Marketing Intelligence
3.1. Motivate distributors, retailers, and other intermediaries to pass along important intelligence.
3.2. Train and motivate the sales force to spot and report new developments
3.3. Hire external experts to collect intelligence
3.4. Network internally and externally
3.5. Set up a customer advisory panel
3.6. Take advantage of government-related data resources
3.7. Purchase information from outside research firms and vendors.
4. The Measures of Market Demand
4.1. potential market
4.2. available market
4.3. target market
4.4. penetrated market
5. The Marketing Research Process
5.1. Define the problem and research objectives
5.2. Develop the research plan
5.3. Collect the information
5.4. Analyze the information
5.5. Present the findings
5.6. Make the decision
6. RESEARCH INSTRUMENTS
6.1. Qualitative Measures
6.1.1. Word associations
6.1.2. Projective techniques
6.1.3. Visualization
6.1.4. Brand personification
6.1.5. Laddering