Capturing Marketing Insights

Marketing Information and Customer Insights

Customer Insights
Fresh and deep insights into customers needs and wants Value creation

Marketing Information
Assessing and developing informational needs Helping decision makers use the information to generate customer insights

Marketing Information System

Assessing Marketing Information Needs

MIS provides information to the companys marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
Users Needs

MIS Offerings

Developing Marketing Information

Internal data

Marketing intelligence
Marketing research

Marketing Research
Steps in the Marketing Research Process

Defining the Problem and Research Objectives

Exploratory research
Descriptive research

Causal research

Developing the Research Plan and Information collection

Outlines sources of existing data Secondary data online databases Primary data

Primary data Collection Method

Research Approaches
Observational research Ethnographic research Survey research Experimental research

Primary data Collection Method

Mail, telephone, personal Interviewing

Online Focus Groups

CONTACT METHODS

Focus Group Interviewing

Online Marketing Research

Primary data Collection Method

Sampling Plan

Probability Sample

Non Probability Sample

Primary data Collection Method

Questionnaire s Mechanical Instruments

Research Instruments

Developing Marketing Information

Implementing the Research Plan

Collecting the information Processing the information Analyzing the information Interpret findings

Draw conclusions
Report to management

Classification
Problem Identification Research
Market Potential Research Market share Research Market characteristics Sales analysis Forecasting Business Trends

Problem Solving Research

Segmentation Research Product Research Pricing Research Promotion Research Distribution Research