Chap 3 Managing Marketing Information

Managing Marketing Information
Copyright © 2008 Pearson Education Canada 5-1 Principles of Marketing, Seventh Canadian Edition
Learning Goals
1. Explain the importance of information to the
company and its understanding of the
marketplace
2. Define the marketing information system
3. Outline the steps in the market research
process
4. Explain how companies analyze and distribute
marketing information
5. Discuss the special issues some marketing
researchers face, including public policy and
ethical issues
Case Study - Dove
• Born in 1957 as a beauty soap. It is sold in more
than 80 countries with more than $5 billion in
sales revenues.
• Dove is a powerful brand name. Consumers
trust it and see it as honest but also as boring.
• Unilever needed to reposition the brand to make
Dove a beauty brand.
• Need solid research and insight before the
repositioning task could be undertaken.
Case Study - Dove
• Key question: “how women’s self-esteem is affected by
body image”
• Global survey and ethnographic research to understand
the meaning of beauty and what women consider
beautiful.
– 1% consider themselves beautiful
– 63% strongly agree women are expected to be more attractive
than previous generation
– 9 year-old girls are dissatisfied with their body image
– All women want to be beautiful in their own unique way
– 36% describe themselves as natural, few as “sexy”, “stunning”,
or “gorgeous”.
– Women explain beauty in a much broader sense
Case Study - Dove
• Time to change the definition of beauty
• Unilever launched the “Campaign for Real
Beauty”
– Women look at themselves and open a dialogue on
what they consider as beauty
– Campaign featuring everyday women (“Fab? Or
Fat?.”, “Bald? Or Beautiful?”).
– Beyond Compare Photo Tour
• The resulting Marketing campaign won
Unilever Canada multiple awards.
Marketing Information System
• Marketing Information System (MIS)
– Consists of people, equipment, and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers.
Figure 5.1
• Interacts with information users to assess
information
• Develops needed information from internal and
external sources
• Helps users analyze information for marketing
decisions
• Distributes the marketing information and helps
managers use it for decision making
Assessing Marketing
Information Needs
• The MIS serves company managers as
well as external partners
• The MIS must balance needs against
feasibility:
– Not all information can be obtained
– Obtaining, processing, sorting, and
delivering information is costly
Developing Marketing Information
• Information collected from different sources within the
company, and stored within the organization’s
information system
– Accounting system
– Operations/production
– Sales reporting system
– Past research studies
• Internal data is cheap, quick, and easy
• May not be in a usable form for the decision to be made
• May be incomplete or inappropriate to a particular
situation
• Marketing intelligence is the systematic collection and
analysis of publicly available information about
competitors and trends in the marketing environment.
• Proactive approach to keeping track of what is going on
within the organization’s marketing environment
• Many sources of competitive information exist:
– Employees, customers, trade shows, websites, marketing
communications, suppliers, resellers, professional information
services…
• Marketing research is the systematic design,
collection, analysis, and reporting of data
relevant to a specific marketing situation facing
an organization.
– A multi-step, purpose-driven process
– Measure effectiveness of marketing actions, sales
potential, try to understand consumer behaviour
– Can be done by company personnel or contracted out
to outside companies
Figure 5.2
Steps in the Marketing
Research Process
Step 1: Defining the problem and
research objectives
• Helps to know what you are looking
for!
• The manager and the researcher must
work together.
• These objectives guide the entire
process.
• Exploratory, descriptive, and causal
research each fulfill different
objectives.
Marketing
MarketingResearch
ResearchProcess
Process
Step
Step2.2. Develop
Developthe
theResearch
ResearchPlan
Plan
Determining
Determiningthe
theSpecific
SpecificInformation
InformationNeeds
Needs
Secondary
SecondaryInformation
Information Primary
PrimaryInformation
Information
Information
Informationthat
thathas
has Information
Informationcollected
collected
been
beenpreviously
previouslycollected
collected for
forthe
thespecific
specificpurpose
purpose
.for
.foranother
anotherpurpose
purpose .at
.athand
hand
::Both
BothMust
MustBe
Be
Relevant
Relevant
Accurate
Accurate
Current
Current
Impartial
Impartial
Gathering Secondary Data
• Secondary data sources:
– Government information
– Internal data, commercial, and academic sources
– Publications
– Online databases
• Advantages:
– Obtained quickly
– Less expensive than primary data
• Disadvantages:
– Information may not exist or may not be usable
Secondary
data on female
spending has
prompted
marketing
changes at
retailers
Source: Business Week
Primary
PrimaryData
DataCollection
CollectionProcess
Process
Step
StepA.
A. Research
ResearchApproaches
Approaches
Observational
ObservationalResearch
Research
Gathering
Gatheringdata
databybyobserving
observingrelevant
relevant
people,
people,actions,
actions,and
andsituations
situations
)Exploratory
)Exploratory Information((
Information
Survey
SurveyResearch
Research
Asking
Askingindividuals
individualsabout
about
attitudes,
attitudes, preferencesor
preferences or
buying behaviors
buying behaviors
)Descriptive
)DescriptiveInformation
Information((
Experimental
ExperimentalResearch
Research
Using
Usinggroups
groupsof ofpeople
peopleto
to
determine cause-and-effect
determine cause-and-effect
relationships
relationships
)Causal
)CausalInformation
Information((
Primary
PrimaryData
DataCollection
CollectionProcess
Process
Step
StepC.C.Developing
DevelopingaaSampling
SamplingPlan
Plan
Probability
Probabilityor
or Who
Whois isto
tobe
be
Non-probability
Non-probability ??surveyed
surveyed
??sampling
sampling ))Sampling
SamplingUnitUnit((
--Sample
Sample
representative
representative
segment
segmentof
ofthe
the
population
population
How
Howshould
shouldthe How
the Howmany
many
sample
samplebe people
be peopleshould
shouldbebe
??chosen
chosen ??surveyed
surveyed
Sampling
Sampling(( ))Sample
SampleSize
Size((
))Procedure
Procedure
Primary
PrimaryData
DataCollection
CollectionProcess
Process
Step
StepD.
D. Research
ResearchInstruments
Instruments
Research
ResearchInstruments
Instruments
Questionnaire
Questionnaire Mechanical
MechanicalDevices
Devices
??What
Whatquestions
questionsto ask••
toask People Meters••
PeopleMeters
??Form
Formofofeach question••
eachquestion Grocery Scanners••
GroceryScanners
??Wording
Wordingof ofeach question••
eachquestion Galvanometer••
Galvanometer
??Ordering
Orderingofofeach question••
eachquestion
Tachistoscope••
Tachistoscope
tachistoscope:
subliminal
messages ...
Marketing
MarketingResearch
ResearchProcess
Process
Step
Step3.3.Implementing
Implementingthe
theResearch
ResearchPlan
Plan
Collection
Collection of
of
Data
Data
Processing
Processing of
of
Data
Data Research
ResearchPlan
Plan
Analyzing
Analyzing the
the
Data
Data
Marketing
MarketingResearch
ResearchProcess
Process
Step
Step4.
4.Interpreting
Interpretingand
andReporting
Reportingthe
theFindings
Findings
Interpret
Interpretthe
theFindings
Findings
Draw
DrawConclusions
Conclusions
Report
Report to
toManagement
Management

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Managing Marketing Information

Source: Business Week

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