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m First hand information

m Expensive to collect, analyse and evaluate

m Can be highly focussed and relevant
m Care needs to be taken with the approach and
methodology to ensure accuracy
m Types of question ± closed ± limited information
gained; open ± useful information but difficult to
 Company Accounts
 Internal Reports and Analysis
 Stock Analysis
 Retail data - loyalty cards, till data, etc.
 overnment Statistics (ONS)
 EU - Euro Stat
 Trade publications
 Commercial Data - allup, Mintel, etc.
 Household Expenditure Survey
 Magazine surveys
 Other firms¶ research
 Research documents ± publications, journals,
± equal chance of anyone
being picked
m May select those not in the target group ± indiscriminate
m Sample sizes may need to be large
to be representative
m Can be very expensive

m Samples on the basis of a representative strata or
m Still random but more focussed
m May give more relevant information
m May be more cost effective
m Again ± by segment
m Not randomly selected
m Specific number on each segment are interviewed, etc.
m May not be fully representative
m Cheaper method
m ^rimarily based on geographical areas or µclusters¶ that
can be seen as being representative of the whole
m Sample selected from multi-stage
m Samples developed from contacts
of existing customers ± µword of mouth¶ type approach!
m Helps focus attention on objectives
m Aids forecasting, planning and strategic development
m May help to reduce risk of new product development
m Communicates image, vision, etc.
m lobalisation makes market information valuable
(HSBC adverts!!)
m Information only as good
as the methodology used
m Can be inaccurate or unreliable
m Results may not be what the business wants to hear!
m May stifle initiative and µgut feeling¶
m Always a problem that we may never know enough to
be sure!
 According to ^hilip Kotler, ´Relationship marketing
is the process of building long term, trusting, and
win-win relationship with customers, distributors,
dealers and suppliers.
 etting Customers

 Satisfying Customers

 Retaining customers

 Enhancing customers
 Confidence Benefits

 Social Benefits

 Special treatment Benefits

 High return on Investment

 Lower Cost

 Word-of-mouth Advertising

 Employee Retention
 Customer Satisfaction

Nidhi Sharma
Vivek Sharma
Vijay Keshari