Transcript Salesforce Survey Forecast

TURNING
MARKETING
INFORMATION
INTO ACTION
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing research questions asked in test screenings
of movies and how they are used
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE ROLE OF
MARKETING RESEARCH
• What Marketing Research Is and Does
• A Means of Reducing Risk and Uncertainty
• Why Good Marketing Research is
Difficult
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE ROLE OF
MARKETING RESEARCH
• Steps in Making Effective Decisions
 1.
 2.
 3.
 4.
 5.
Define the problem
Develop the research plan
Collect relevant information
Develop findings
Take marketing actions
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing research process
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 1: DEFINE THE PROBLEM
• Ask the “right” question - management
• Set the Research Objectives
• Identify Possible Marketing Actions
 Measures of success
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 2: DEVELOP THE
RESEARCH PLAN
• Specify Constraints
• Identify Data needed for Marketing
Actions
• Determine How to Collect Data
• Concepts
• Methods
 Probability sampling
 Nonprobability sampling
 Statistical inference
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: Types of marketing information
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECT
RELEVANT INFORMATION
• Secondary Data
• Internal Secondary Data
• External Secondary Data
• Advantages and Disadvantages
of Secondary Data
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECT
RELEVANT INFORMATION
• Primary Data
• Observational Data
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Nielsen People Meter
Observational data
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Nielsen ratings of the top 10 national television
programs from Jan 28, 2002 to Feb 3, 2002
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Nielsen//NetRatings of the top 10 Internet websites from
Jan 21, 2002 to Jan 27, 2002
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STEP 3: COLLECT
RELEVANT INFORMATION
• Primary Data
• Questionnaire Data
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Typical problems in wording questions
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STEP 3: COLLECT
RELEVANT INFORMATION
• Primary Data
• Panels and Experiments
• Advantages and Disadvantages
of Primary Data
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECT
RELEVANT INFORMATION
• Using Information Technology to
Trigger Marketing Actions
• The Marketing Manager’s View of
Sales “Drivers”
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product and brand drivers: factors that influence sales
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECT
RELEVANT INFORMATION
• Using Information Technology to Trigger
Marketing Actions
• Key Elements of an Information System
• The Challenge in Mining Marketing Data
• Data Mining: A New Approach to Searching
the Data Ocean
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
How marketing researchers and managers use information
technology to turn information into action
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 4: DEVELOP FINDINGS
• Analyze the Data
• Present the Findings
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 5: TAKE
MARKETING ACTIONS
• Identify the Action Recommendations
• Implement the Action Recommendations
• Evaluate the Results
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKET AND
SALES FORECASTING
• Basic Forecasting Terms
• Market or Industry Potential
• Sales or Company Forecast
• Two Basic Approaches to Forecasting
• Top-Down Forecast
• Buildup Forecast
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Buildup approach to a two-quarter sales forecast for
Apple Computer products
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKET AND
SALES FORECASTING
• Specific Sales Forecasting Techniques
Surveys of Knowledgeable Groups
 Survey of buyers’ intentions forecast
 Salesforce survey forecast
 Jury of executive opinion forecast
 Survey of experts forecast
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Linear trend extrapolation of sales revenues of Xerox
made at the start of 1999
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin