2/11/2012

Learning Objectives
Topic Outline
• Marketing Information and Customer Insights
• Assessing Marketing Information Needs
• Developing Marketing Information
• Marketing Research
Chapter Four • Analyzing Marketing Information
• Distributing and Using Marketing Information
Managing Marketing Information to  • Other Marketing Information Considerations
Gain Customer Insights

Copyright © 2009 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 1 Chapter 4- slide 2
Publishing as Prentice Hall Publishing as Prentice Hall

Marketing Information and Marketing Information and

Customer Insights Customer Insights
Customer Insights are: Customer Insights
• Fresh and deep insights into customers  • Companies are forming 
needs and wants customer insights teams
• Difficult to obtain
Difficult to obtain – Include all company functional 
areas
– Not obvious – Use insights to create more 
– Customer’s unsure of their behavior value for their customers
• Not derived from more information but  – Customer controlled could be 
a problem
better information and more effective use 
of existing information
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 3 Chapter 4- slide 4
Publishing as Prentice Hall Publishing as Prentice Hall

Marketing Information and

Customer Insights Marketing Information System
Marketing Information Systems (MIS)

Marketing information system (MIS)
consists of people and procedures 
f
for:
– Assessing the information needs
– Developing needed information
– Helping decision makers use the information 
for customer 

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 5 Chapter 4- slide 6
Publishing as Prentice Hall Publishing as Prentice Hall

1
 2/11/2012

Assessing Marketing Information Assessing Marketing

Needs Information Needs
Characteristics of a Good MIS
MIS provides information to the company’s  • Balancing what the information users 
marketing and other managers and  would like to have against what they need 
p pp ,
external partners such as suppliers,  and what is feasible to offer       
resellers, and marketing service agencies
User’s
Needs

MIS
Offerings
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 7 Chapter 4- slide 8
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketers obtain information from Internal Data

Internal databases are 
Internal data electronic collections of 
consumer and market
consumer and market 
Marketing intelligence information obtained 
from data sources 
within the company 
Marketing research network

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 9 Chapter 4- slide 10
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketing Intelligence Marketing Research

Marketing intelligence is  • Marketing research is the 

the systematic collection  systematic design, 
and analysis of publicly
and analysis of publicly  collection, analysis, and 
ll i l i d
available information 
about consumers, 
reporting of data relevant 
competitors and  to a specific marketing 
developments in the  situation facing an 
marketplace organization

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 11 Chapter 4- slide 12
Publishing as Prentice Hall Publishing as Prentice Hall

2
 2/11/2012

Developing Marketing Information Developing Marketing Information

Steps in the Marketing Research Process Marketing Research
Defining the Problem and Research Objectives

Exploratory research

Descriptive research

Causal research
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 13 Chapter 4- slide 14
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketing Research
Marketing Research Written Research Plan Includes:
Developing the Research Plan
Management problem
• Outlines sources of existing 
data Research objectives
• Spells out the specific 
research approaches,  Information needed
contact methods, sampling 
plans, and instruments to  How the results will help
management decisions
gather data
Budget
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 15 Chapter 4- slide 16
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketing Research Advantages Disadvantages

Developing the Research Plan
Cost Current
Secondary data consists of information that 
already exists somewhere having been
already exists somewhere, having been 
Speed Relevant
collected for another purpose
Could not get
Accuracy
data otherwise
Primary data consists of information 
gathered for the special research plan Impartial

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 17 Chapter 4- slide 18
Publishing as Prentice Hall Publishing as Prentice Hall

3
 2/11/2012

Developing Marketing Information Developing Marketing Information

Marketing Research Market Research
Research Approaches
Planning Primary Data
Collection
Research Observational research involves gathering 
approaches
primary data by observing relevant people, 
i d t b b i l t l
Contact methods actions, and situations
Ethnographic research involves sending 
Sampling plan
trained observers to watch and interact 
Research with consumers in their natural 
instruments
environment
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 19 Chapter 4- slide 20
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Market Research Market Research
Research Approaches Research Approaches

Survey research is the most widely used  Experimental research is best for gathering 
method and is best for descriptive
method and is best for descriptive  causal information—cause‐and‐effect 
li f ti d ff t
information—knowledge, attitudes, 
preferences, and buying behavior relationships
• Flexible
• People can be unable or unwilling to answer
• Gives misleading or pleasing answers
• Privacy concerns
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 21 Chapter 4- slide 22
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information

Developing Marketing Information Marketing Research
Marketing Research Strengths and  Contact Methods
Weakness of Contact Methods
Mail Telephone Personal Online • Focus Groups
Flexibility Poor Good Excellent Good
Quantity of data Good Fair Excellent Good – Six to 10 people with a trained 
collected
ll d
Control of Excellent Fair Poor Fair
moderator
interviewer effects
Control of sample Fair Excellent Good Excellent
– Challenges
• Expensive
Speed of data Poor Excellent Good Excellent
collection
• Difficult to generalize from small group
Response rate Poor Poor Good Good • Consumers not always open and honest

Cost Good Fair Poor Excellent

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 23 Chapter 4- slide 24
Publishing as Prentice Hall Publishing as Prentice Hall

4
 2/11/2012

Developing Marketing Information Developing Marketing Information

Marketing Research 
Marketing Research  Online Research
Contact Methods

Advantages Disadvantages
Online
Internet
marketing
surveys • Low cost • Restricted
research
• Speed internet
Online Online • Higher access
panels experiments response rates • Not sure who
• Good for hard is answering
Click-stream Online focus to reach
data groups groups
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 25 Chapter 4- slide 26
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketing Research Marketing Research
Sampling Plan Sampling Plan – Types of Samples
Probability Sample
Simple random sample Every member of the population has a known and equal
Sample is a segment of the population  chance of selection
Stratified random The population is divided into mutually exclusive groups
selected for marketing research to 
l t df k ti ht sample and random samples are drawn from each group

represent the population as a whole Cluster (area) sample The population is divided into mutually exclusive groups
and the researcher draws a sample
– Who is to be surveyed? Nonprobability Sample
Convenience sample The research selects the easiest population members
– How many people should be surveyed?
Judgment sample The researcher uses their judgment to select population
– How should the people be chosen? members
Quota sample The researcher finds and interviews a prescribed number
of people in each of several categories
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 27 Chapter 4- slide 28
Publishing as Prentice Hall Publishing as Prentice Hall

Developing Marketing Information Developing Marketing Information

Marketing Research Marketing Research
Research Instruments Research Instruments—Questionnaires

• Closed‐end questions include all possible 
Questionnaires answers, and subjects make choices among 
• Most common them
• Administered in person, by phone, – Provide answers that are easier to interpret and 
or online tabulate
• Flexible • Open‐end questions allow respondents to 
• Research must be careful with answer in their own words
wording and ordering of questions – Useful in exploratory research
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 29 Chapter 4- slide 30
Publishing as Prentice Hall Publishing as Prentice Hall

5
 2/11/2012

Developing Marketing Information Developing Marketing Information

Marketing Research Marketing Research
Research Instruments Implementing the Research Plan

Checkout Collecting the information

scanners
Processing the information
People Neuro-
meters marketing
Analyzing the information
Interpret findings
Mechanica Draw conclusions
l devices Report to management
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 31 Chapter 4- slide 32
Publishing as Prentice Hall Publishing as Prentice Hall

Analyzing and Using Marketing Analyzing and Using Marketing

Information Information
Customer Relationship Management (CRM) Customer Relationship Management
Touchpoints

• CRM consists of sophisticated software and 
analytical tools that integrate customer 
l ti l t l th t i t t t Service and
Customer Sales force Web site
support
information from all sources, analyze it in  purchases contacts visits
calls
depth, and apply the results to build 
Credit and
stronger customer relationships Satisfaction Research
payment
surveys studies
interactions

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 33 Chapter 4- slide 34
Publishing as Prentice Hall Publishing as Prentice Hall

Distributing and Using Marketing Other Marketing Information

Information Considerations

Information distribution involves entering 
Marketing Research in Small Businesses
information into databases and making it  and Nonprofit Organizations
available in a time‐useable manner
• Intranet provides information to  International Market Research
employees and other stakeholders
• Extranet provides information to key  Public Policy and Ethics
customers and suppliers
• Customer privacy
• Misuse of research findings
Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc.
Chapter 4- slide 35 Chapter 4- slide 36
Publishing as Prentice Hall Publishing as Prentice Hall