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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況ti證on暗T沫yp定es包–謎R短at偷in舞g京Sc扭al這eAm憐er辭ic風an剃A脂ir熔li諷ne囑s’對f麻oo吐d下se爭rv棗ic咽e雪is臂_縫__脂__遙.殺Ex糊ce鑼ll逮en宋tVe效ry骨g根oo地dGo既odFa銷irPo杰or16Qu視es乘ti姑on召T間yp礙es純–噴I株nt紛en鋒ti紙on躬t礦o跌Bu住y副Sc乘al句eHo波w環(huán)li著ke盆ly垂a瓶re司y論ou潑t蚊o棕pu抹rc裂ha毀se豪t精ic烤ke瓣ts末o袋n字Am娃er龍ic樂an舞A遍ir環(huán)li鴉ne親s畫if音i奧n-冬fl溜ig捕ht雙I吉nt參er撞ne主t咬ac縣ce征ss場w舍er柄e衡av新ai思la緒bl叉e?窮De貌fi尼ni悄te摘ly浴b嘉uyPr李ob揉ab寒ly爸b篩uyNo臂t獄su邪rePr跳ob鍵ab龍ly條n犯ot材b是uyDe輸fi猾ni批te白ly隨n剝ot不b顏uy17Qu歡es按ti辭on貞T鏟yp篇es爽–版C巖om舍pl置et揭el嘴y給Un即st年ru翼ct京ur嘉edWh檢at憤i批s盆yo申ur籮o立pi頭ni盤on浮o蟻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獲or地d尊As隨so所ci終at共io涂nWh買at謀i績s活th團e竄fi題rs筋t戰(zhàn)wo健rd遷t核ha避t耍co劫me暫s譯to去y騰ou攻r者mi疾nd煙w宜he裝n崇yo脫u酷he互ar春t碰he昆f墾ol脫lo左wi做ng寨?Ai夠rl急in們e袍__米__謀__盆__積__柴__飾__骨__恨__節(jié)__致__塘__Am信er簡ic醬an釘_銷__窄__襲__仆__奇__愈__棚__記__友__窩__Tr婦av暮el糊_滲__走__基__鍛__膨__側__岔__察__番__姥__葛__獵_19Qu錢es接ti野on恩T炸yp患es寒–允S級en山te衛(wèi)nc滋e簡Co侄mp只le愁ti搭onWh罰en榮I蛾c同ho狗os逼e鼓an辦a賢ir自li施ne勸,慚th蹄e傭mo府st森i療mp袖or宴ta坦nt鏈c參on捆si強de妹ra愚ti漢on碰i鄭n登my殃d授ec忙is蒼io蹦n取is眠:仆__股__冠__猴__隙__孟__獸__磨__陽__更__音__盾__塊__攝__查__國__虜__繡__藝__努__尿__艘__誓__惕__農__槽__武__認__的__絞__深__鄰__功__米__殲__應__絲式__適__蹤蝶__與__善__碎__蘇__離__桂__購__劉__躁__個__苦__滑__退__糊__元__遲__北__冒__悲__漿__糧__民__接__哭__戀__鐘__財__毒__仁__透__劉__還__墓__偷__鄉(xiāng)豐__胃__終__康__卵__企__然__摟__拔__公__公__領__奸__局__介__鍵__仿__鑄__拌__搖__書__醬__當__徹__斃__丟__蘋__僚__劃__爸__糞__仔__默__痛__撞__祝__碗__刺__她__徒__鍋__鞏__敞__效__架__障__沉__櫻.20Qu薄es勒ti敞on話T倚yp夾es繞–繪S笛to鄰ry劉C幣om問pl嫩et塔io殊n“I澤f倦le赴w恐A句me羅ri綢ca查n斗a嶼fe迷w雅da蘇ys猴a暈go乖.濁I谷no銀ti負ce真d元th甩at醒t輪he雕e漸xt腸er貍io嶺r度an痛d夜in雖te遍ri情or錯o教f計th憲e媽pl音an峽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勞ro幼us借ed科i腔n萌me膠t桶he郊f慚ol壁lo魂wi鐘ng粥t拒ho危ug薄ht勸s恢an候d紀fe駁el蟲in奪gs防.”榆N朗ow引c結om萌pl丈et胡e志th憐e棟st熔or蜘y.晚_檢__敞__遍__左__涼__叼__拿__抗__辛__緣瑞__員__處__館__學__騙__殿__伴__酷__顛__響__識__稻__太__損__邪__懸__混__爛__胳__布__狗__島__男__役__購__渠__散__頁__課__予__胞__膨__株__稀__鋒__研__囑__辱__哭__表__則__渾__膝__括__潑__康__搭__肝__豪__竭__喪__外__辱__遠__威__器__編__鴉__風__讓__臣__臣__崗__嘉__嘴__擔__質__抄__琴__難__液__傳__穩(wěn)__責__弊__塌__紗__帽__填__胸__衡__胞__她__館__偏__波__服__依__虜__渣__犧__秒__覺__倆__江__夫__弟__火__臨__令__忠__院__須__每__宅__羊__朵__系__汽__賊_21Qu鞋es蠻ti循on箏T談yp動es卸–觸P苦ic銜tu丙re隆(棄Em左pt孝y礎Ba額ll紗oo陣ns疾)22Qu粒al辰it姥at蒜iv振e犬Me梁as混ur論esSh杜ad掘ow恰in鉤gBe大ha灣vi燈or飯m睬ap僑pi送ngCo民ns孫um誼er錫j嚴ou談rn揪eyCa蠅me拆ra雄j煩ou辜rn狂al袖sEx撞tr蔥em談e任us添er疲i宗nt輩er賴vi丈ew煤sSt竟or亂yt宿el窗l(fā)i碗ngUn阿fo槳cu缺se森d攝gr宋ou孩ps23Me升ch似an校ic肚al權D是ev濫ic除esGa蘆lv羽an老om瓶et飽er蜘sTa痕ch東is癢to鈴sc講op佛eEy挨e深ca色me羞ra邪sAu撿di狂om螞et因er該sGP勾S24Sa拉mp逗li摸ng迅P令la丘nSa史mp積li領ng鐵u痕ni坐t:講W絹ho宵i擦s丑to腳b喉e疼su砍rv孟ey殊ed革?Sa厲mp支le奏s據(jù)iz囑e:盡H這ow灣m辜an雕y輝pe臥op悟le佛s雜ho是ul倡d清be芽s習ur布ve帳ye編d?Sa儲mp爭li手ng好p宵ro忙ce軍du所re舞:谷Ho暫w漁sh零ou翼ld皺t尼he章r越es擦po直nd蠟en綁ts跳b撞e魂ch闊os教en滔?25Ty灣pe偉s雄of創(chuàng)S牢am箭pl杜esPr蠻ob辜ab鋪il占it紋ySi察mp沿le叼r湯an辮do壇mSt雙ra怖ti散fi栗ed籠r出an雜do售mCl塔us槐te皆rNo牌np拿ro役ba發(fā)bi趨li四tyCo匙nv走en好ie揚nc荒eJu輩dg信me解ntQu發(fā)ot怕a26Co鍬nt秀ac雖t嘴Me扣th頃od哪sMa聞il扭q辮ue危st章io維nn予ai照reTe怕le蠅ph姻on匯e養(yǎng)in芽te刻rv錄ie尼wPe染rs肚on竹al俯i錯nt沙er庫vi垃ewOn染li值ne鏡i眨nt準er息vi流ew27Ch叢ar擱ac轟te課ri際st魂ic歡s錘of絲式G滴oo堵d化M蔽ar添ke抓ti售ng棕R率es披ea車rc搭hSc安ie或nt盜if杏ic慶m健et遲ho眠dRe安se餡ar念ch諸c剩re布at贊iv腰it暖yMu訪lt園ip生le招m質et使ho竭dsIn傘te閃rd撇ep照en濕de覺nc發(fā)eVa輔lu患e陪an還d泳co玻st夕o敢f都in脹fo跡rm榴at報io殘nHe際al晨th史y極sk戀ep陰ti廢ci再smEt漢hi庫ca癥l欣m(xù)a紐奉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