Chapter 4 - Managing Marketing Information To Gain Customer Insights

4 MARKETING AN INTRODUCTION
Armstrong/Kotler
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Chapter Outline
A. Marketing Information and Customer Insights

B. Assessing Marketing Information Needs
C. Developing Marketing Information
D. Marketing Research
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(Armstrong, Kotler & Opresnik)
Marketing Information System

A. Marketing Information and
Customer Insights
A marketing information system (MIS)
consists of people and procedures for
assessing information needs developing
the needed information, and helping
decision makers to use the information
to generate and validate actionable
customer and market insights.

Marketing Information and
Customer Insights
Customer insights
Fresh and deep insights into customer
needs and wants
Important but difficult to obtain

B. Assessing Marketing
Information Needs
• A good marketing information system
balances the information users would like to
have against what they really need and what is
feasible to offer.
• By itself, information has no worth; its value
comes from its use.

C. Developing Marketing
Information
Internal Competitive Marketing

Databases marketing research
intelligence

1. Internal Data
• Internal databases are electronic collections of

consumer and market information obtained from
data sources within the company network.
• Information in the database can come from
many sources. operations reports, sales force
reports, etc.

2. Competitive Marketing Intelligence
• Competitive marketing intelligence is the

systematic collection and analysis of publicly
available information about consumers,
competitors and developments in the
marketplace.

D. Marketing Research
The systematic design, collection, analysis, and

reporting
of data relevant
to a specific
marketing
situation facing
an organization.
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The Marketing Research Process

Defining the Problem and
Research Objectives
Research to help identify problems which are
not necessarily apparent on the surface and
yet exist or are likely to arise in the future.

1.Defining the Problem and
Research Objectives
Exploratory research
• To gather preliminary information that will help
define the problem and suggest hypotheses.
Descriptive research
• To describe things, such as the market potential for
a product, assumes researcher has prior
knowledge.
Defining the Problem and
Research Objectives
Causal research
• To test hypotheses about cause‑and‑effect
relationships.
• Need a dependent variable and independent
variable(s) in order to set-up research project

2. Developing the Research Plan
• The research plan outlines sources of existing

data and spells out the specific research
approaches, contact methods, sampling plans
and instruments that researchers will use to
gather new data.
• Research objectives must be translated into
specific information needs.
• The research plan should be presented in a
written proposal.
Developing the Research Plan
Secondary data
• Information that already exists somewhere,
having been collected for another purpose
Primary data
• Information collected for the specific
purpose at hand

Secondary Data
Advantages Disadvantages
Low cost Potentially

Irrelevant
Obtained quickly
Inaccurate
Cannot collect
otherwise Dated
Biased
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Gathering Secondary Data
Researchers must make certain that data is:

• Relevant (fits the research project’s needs)
• Accurate (reliably collected and reported)
• Current (up-to-date enough for current
decisions)
• Impartial (objectively collected and reported)

Primary Data Collection

Online Marketing Research
• Data is collected through
• Internet surveys
• Online focus groups
• Web-based experiments
• Tracking consumers’ online behavior
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3.Implementing the Research Plan
• The researcher then puts the marketing

research plan into action. This involves
collecting, processing and analyzing the
information.

4.Interpreting and Reporting Findings
The researcher must now interpret the

findings, draw
conclusions and report them to
management.


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4 MARKETING AN INTRODUCTION

Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall

A. Marketing Information and Customer Insights

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Internal Competitive Marketing

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• Internal databases are electronic collections of

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• Competitive marketing intelligence is the

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The systematic design, collection, analysis, and

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• The research plan outlines sources of existing

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Low cost Potentially

Researchers must make certain that data is:

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• The researcher then puts the marketing

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The researcher must now interpret the

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