Marketing Information - Unit 3

Chapter Four
Managing Marketing Information to

Gain Customer Insights
Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 1
Publishing as Prentice Hall
Learning Objectives
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

Chapter 4- slide 2
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

Chapter 4- slide 3
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

Chapter 4- slide 4
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

Chapter 4- slide 5
Marketing Information System

Chapter 4- slide 6
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

Chapter 4- slide 7
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
Chapter 4- slide 8
Developing Marketing Information
Marketers obtain information from
Internal data
Marketing intelligence
Marketing research

Chapter 4- slide 9
Internal Data
Internal databases are

electronic collections of
consumer and market
information obtained
from data sources
within the company
network

Chapter 4- slide 10
Competitive Marketing Intelligence
The systematic collection and analysis

of publicly available information
about consumers, competitors
and developments in the marketplace

Chapter 4- slide 11
Marketing Research
• Marketing research is the

systematic design,
collection, analysis, and
reporting of data relevant
to a specific marketing
situation facing an
organization

Chapter 4- slide 12
Marketing Research
(AMA definition)
• "Marketing research is the function that links the

consumer, customer, and public to the marketer
through information that is used to:
– identify and define marketing opportunities and
problems;
– generate, refine, and evaluate marketing actions;
monitor marketing performance; and
– improve understanding of marketing as a process.

Chapter 4- slide 13
• Marketing research specifies the information
required to address these issues, designs the
methods for collecting information, manages and
implements the data collection process, analyzes,
and communicates the findings and their
implications."
• American Marketing Association (AMA) - Official
Definition of Marketing Research

Chapter 4- slide 14
Steps in the Marketing Research Process

Chapter 4- slide 15
Marketing Research
Approaches/Types of research:
Exploratory research
Descriptive research
Causal research
Chapter 4- slide 16
APPROACHES/TYPES
– Exploratory research
• objective is to gather preliminary information that
will help define the problem and suggest
hypotheses.
– Descriptive research
• describes things.
– Causal research
• tests hypothesis about cause and effect
relationships.

Chapter 4- slide 17
Marketing Research
Developing the Research Plan
• Outlines sources of existing

data
• Spells out the specific
research approaches,
contact methods, sampling
plans, and instruments to
gather data

Chapter 4- slide 18
Marketing Research
Secondary data consists of information that

already exists somewhere, having been
collected for another purpose

Chapter 4- slide 19
Secondary Data
Advantages Disadvantages
Cost Current
Speed Relevant
Could not get

Accuracy
data otherwise
Impartial

Chapter 4- slide 20
Marketing Research
Primary data consists of information

gathered for the specific research plan

Chapter 4- slide 21
Marketing Research
Planning Primary Data
Collection
Research
approaches
Contact methods
Sampling plan
Research
instruments

Chapter 4- slide 22
Market Research
Research Approaches/Types
1. Exploratory/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
Chapter 4- slide 23
Market Research
Research Approaches
2. Descriptive/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
Chapter 4- slide 24
Market Research
Research Approaches
3. Causal/Experimental research is best for

gathering causal information—cause-and-
effect relationships

Chapter 4- slide 25
Marketing Research Strengths and
Weakness of Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of data Good Fair Excellent Good
collected
Control of Excellent Fair Poor Fair
interviewer effects
Control of sample Fair Excellent Good Excellent
Speed of data Poor Excellent Good Excellent

collection
Response rate Poor Poor Good Good
Cost Good Fair Poor Excellent

Chapter 4- slide 26
Marketing Research
Contact Methods
• Focus Groups
– Six to 10 people
– Trained moderator
– Challenges
• Expensive
• Difficult to generalize from small group
• Consumers not always open and honest

Chapter 4- slide 27
Marketing Research
Contact Methods
Online
Internet Online
marketing
surveys panels
research
Online Click-stream Online focus

experiments data groups

Chapter 4- slide 28
Marketing Research
Online Research
Advantages
• Low cost
• Speed
• Higher response rates
• Good for hard to reach
groups
Chapter 4- slide 29
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?

Chapter 4- slide 30
Marketing Research
Sampling Plan – Types of Samples
Probability Sample
Simple random sample Every member of the population has a known and equal
chance of selection
Stratified random The population is divided into mutually exclusive groups
sample and random samples are drawn from each group
Cluster (area) sample The population is divided into mutually exclusive groups
and the researcher draws a sample
Nonprobability Sample
Convenience sample The research selects the easiest population members
Judgment sample The researcher uses their judgment to select population
members
Quota sample The researcher finds and interviews a prescribed number
of people in each of several categories

Chapter 4- slide 31
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
Chapter 4- slide 32
Marketing Research
Research Instruments—Questionnaires
• Closed-end questions include all possible

answers, and subjects make choices among
them
– Provide answers that are easier to interpret and
tabulate
• Open-end questions allow respondents to
answer in their own words
– Useful in exploratory research
Chapter 4- slide 33
Marketing Research
Research Instruments
Checkout
scanners
People Neuro-
meters marketing
Mechanical
devices

Chapter 4- slide 34
Marketing Research
Implementing the Research Plan
Collecting the information

Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
Chapter 4- slide 35
Analyzing and Using Marketing
Information
Customer Relationship Management (CRM)
• We’ve talked generally about managing customer

relationships throughout the book. But here, “customer
relationship management” (CRM) has a much narrower
data-management meaning.
• It refers to capturing and using customer data
from all sources to manage customer
interactions and build customer relationships.

Chapter 4- slide 36
Analyzing and Using Marketing
Information
Customer Relationship Management
Touchpoints
Service and
Customer Sales force Web site
support
purchases contacts visits
calls
Credit and
Satisfaction Research
payment
surveys studies
interactions

Chapter 4- slide 37
Distributing and Using Marketing
Information
Information distribution involves entering

information into databases and making it
available in a time-useable manner
• Intranet provides information to
employees and other stakeholders
• Extranet provides information to key
customers and suppliers

Chapter 4- slide 38
Other Marketing Information
Considerations
Marketing Research in Small Businesses

and Nonprofit Organizations
International Market Research
Public Policy and Ethics

• Customer privacy
• Misuse of research findings
Chapter 4- slide 39
THREE MAJOR TYPES OF MARKETING RESEARCH
RESEARCH PURPOSE DATA COLLECTION

TYPE METHODS
Exploratory
To assist in 1. Interviews –
problem conducted with
individuals or in a focus
definition
group (Focus Group : 6
– 10 people with a
moderator who guides
the proceedings and
prompt responses)

2. Observations – A
researcher looks on with
the aid of a checklist or
the situation is recorded
by audio or video tapes.
3. Secondary Research
Chapter 4- slide 40
. 1. To describe the Survey methods – mostly
Descrip attitudes, behaviour widely used for collecting
tive and other primary data. It is
characteristics of conducted using
persons, groups or questionnaire, interviews
organizations and observation.

2. To determine the Interviews are done using
extent of association questionnaires. (normally
among two or more pre-designed questions
variables and to draw are used. A questionnaire
references about these can be open ended or
relationships closed ended. In open
ended the respondent is
3. To make predictions free to respond to the
about the future and/or question in any way while
the result of particular with closed ended
management functions. questions, a pre
determined set of
Publishing as Prentice Hall answersChapter
are allowed..
4- slide 41
Experiment To determine consumer
response to one factor
Market testing
al/Causal (say a new product) given (i.e. drawing 2
differences in another
factor (say price) with or more groups
other identifiable
variables (say, key
from the same
demographic attributes population;
held constant)

giving a
To compare consumer different
response to different
versions of a specific item treatment to
given differences in
selected attributes of the
each group then
item (eg. Packaging). checking for
differences in
group
responses.
Chapter 4- slide 42
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.


Chapter 4- slide 43

Marketing Information - Unit 3

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Information - Unit 3

Uploaded by

Copyright:

Available Formats

Chapter Four

Managing Marketing Information to

Copyright © 2012 Pearson Education, Inc.

• Marketing Information and Customer Insights

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Marketing information system (MIS)

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

MIS provides information to the company’s

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Internal databases are

Copyright © 2012 Pearson Education, Inc.

The systematic collection and analysis

Copyright © 2012 Pearson Education, Inc.

• Marketing research is the

Copyright © 2012 Pearson Education, Inc.

• "Marketing research is the function that links the

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

• Outlines sources of existing

Copyright © 2012 Pearson Education, Inc.

Secondary data consists of information that

Copyright © 2012 Pearson Education, Inc.

Could not get

Copyright © 2012 Pearson Education, Inc.

Primary data consists of information

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

2. Descriptive/Survey research is the most

3. Causal/Experimental research is best for

Copyright © 2012 Pearson Education, Inc.

Speed of data Poor Excellent Good Excellent

Cost Good Fair Poor Excellent

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Online Click-stream Online focus

Copyright © 2012 Pearson Education, Inc.

Sample is a segment of the population

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

• Closed-end questions include all possible

Copyright © 2012 Pearson Education, Inc.

Collecting the information

• We’ve talked generally about managing customer

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

Information distribution involves entering

Copyright © 2012 Pearson Education, Inc.

Marketing Research in Small Businesses

International Market Research

Public Policy and Ethics

RESEARCH PURPOSE DATA COLLECTION

Copyright © 2012 Pearson Education, Inc.

Copyright © 2012 Pearson Education, Inc.

You might also like