LECTURE-6

Managing Marketing
Information to Gain
Customer Insights
Part-1

Copyright © 2012 Pearson Education, Inc.  

1- 1
Publishing as Prentice Hall
 Topic Outline
 Marketing Information and Customer Insights

 Assessing Marketing Information Needs

 Developing Marketing Information

 Marketing Research

 Analyzing and Using Marketing Information

 Other Marketing Information Considerations

 Marketing Information and
Customer Insights
Customer Insights are:

 Fresh and deep insights into customers

needs and wants
 Difficult to obtain
 Not obvious
 Customer’s unsure of their behavior
 Better information and more effective
use of existing information
 Marketing Information and
Customer Insights
Customer Insights

 Companies are
forming customer
insights teams
 Include all company
functional areas
 Collect information from a
wide variety of sources
 Use insights to create more
value for their customers
 Marketing Information and
Customer Insights
Marketing Information Systems (MIS)

Marketing information system

(MIS) consists of people and
procedures for:
 Assessing the information needs
 Developing needed information
 Helping decision makers use the
information for customer
Marketing Information System
Assessing Marketing Information
Needs

MIS provides information to the company’s

marketing and other managers and
external partners such as suppliers,
resellers, and marketing service agencies
 Assessing Marketing Information
Needs
Characteristics of a Good MIS

 Balancing what the information users

would like to have against what they need
and what is feasible to offer

User’s Needs

MIS Offerings
 Developing Marketing
Information
Marketers obtain information from

Internal data

Marketing intelligence

Marketing research
 Developing Marketing
Information
Internal Data

 Internal databases are electronic

collections of consumer and market
information obtained from data sources
within the company network
Developing Marketing Information

Competitive Marketing Intelligence

 Competitive Marketing Intelligence

The systematic collection and analysis
of publicly available information about
consumers, competitors and
developments in the marketplace
What is Marketing Research?

Marketing research is the systematic

design, collection, analysis, and reporting
of data and findings relevant to a specific
marketing situation facing the company.
 Types of Marketing Research Firms

 Syndicated service research firms

 Firms gather consumer & trade information, which they sell for a
fee e.g. ACNielsen, National Council For Applied Economic
Research (NCAER)

 Custom marketing research firms

 They design & carry out research studies for various clients based
on specific briefs.

 Specialty-line marketing research firms

 These firms provides specialized research services such as
developing a research brief, collecting field data, preparing data
analyses & reports for other firms.
Developing Marketing Information
Marketing Research
Defining the Problem and Research Objectives

Exploratory research

Descriptive research

Causal research
The Marketing Research Process
Define the problem, The decision
alternatives & the research objectives

Develop The Research Plan

Collect The Information

Analyze The Information

Present The Findings

Make The Decision

 Step 1: Define the Problem

 Define the problem

 Problem should not be too broad or too narrow.
 Specify decision alternatives
 State research objectives
 Step 2: Develop the Research Plan

 Data sources
 Research approach
 Research instruments
 Sampling plan
 Contact methods
 Step 2: Develop the Research Plan

Data sources

Secondary data consists of information that

already exists somewhere, having been
collected for another purpose
Primary data consists of information
gathered for the special research plan
Developing Marketing Information
Secondary Data

Advantages

Could not
Cost Speed get data
otherwise
 Developing Marketing
Information
Market Research
Research Approaches
Observational research involves
gathering primary data by observing
relevant people, actions, and situations
Ethnographic research involves sending
trained observers to watch and interact
with consumers in their natural
environment
 Developing Marketing
Information
Market Research
Research Approaches
Survey research is the most widely used
method and is best for descriptive
information—knowledge, attitudes,
preferences, and buying behavior
 Flexible
 People can be unable or unwilling to answer
 Gives misleading or pleasing answers
 Privacy concerns
 Developing Marketing
Information
Market Research
Research Approaches

Experimental research is best for

gathering causal information—cause-
and-effect relationships
Developing Marketing Information
Marketing Research
Sampling Plan

Sample is a segment of the population

selected for marketing research to
represent the population as a whole
 Who is to be studied?
 How many people should be studied?
 How should the people be chosen?
 Step 2: Develop the Research Plan…

 Research instruments
 Questionnaires
 Qualitative Measures
 Technological Devices
Developing Marketing Information
Marketing Research
Research Instruments

Questionnaires

●
Most common
●
Administered in person, by phone, or online
●
Flexible
●
Research must be careful with wording and ordering of questions
 Questionnaire Do’s and Don’ts
 Ensure questions  Avoid negatives
are free of bias  Avoid
 Make questions hypothetical's
simple  Avoid words that
 Make questions could be misheard
specific  Use response
 Avoid jargon bands
 Avoid sophisticated  Use mutually
words exclusive
 Avoid ambiguous categories
Question Types (Closed End)-Dichotomous

In arranging this trip, did you contact

American Airlines?
 Yes  No
 Question Types – Multiple Choice

With whom are you traveling on this trip?

 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
Question Types – Likert Scale

Indicate your level of agreement with the

following statement: Small airlines generally give
better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
Question Types – Semantic Differential

American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
 Question Types – Importance Scale

Airline food service is _____ to me.

 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
Question Types – Rating Scale

American Airlines’ food service is _____.

 Excellent
 Very good
 Good
 Fair
 Poor
Question Types –Intention to Buy Scale

How likely are you to purchase tickets on

American Airlines if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
Question Types (Open End)-Completely Unstructured

What is your opinion of American Airlines?

Question Types –Word Association

What is the first word that comes to your mind

when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
Question Types – Sentence Completion

When I choose an airline, the most important

consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
Question Types –Story Completion

“I flew American a few days ago. I noticed that

the exterior and interior of the plane had very
bright colors. This aroused in me the following
thoughts and feelings.” Now complete the story.
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Question Types–Picture (Empty Balloons)
 Bibliography
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall

 Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

   Principles and Practices of Marketing by Jobber, D. 4th 
edition, McGraw Hill International.

 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.
 The End

The fragrance of flowers

spreads only in the direction of
the wind. But the goodness of a
person spreads in all directions!
- Author Unknown