marketing information 04 copyright © 2011 pearson education, inc. publishing as prentice hall
TRANSCRIPT
Marketing Information
04
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Gaining Insights
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Develop Needed Info
Research/Intelligence/Databases
Assess Info Needs
Analyze/Use Info
MARKETING INFORMATION SYSTEM
Information Users
Marketing Environment
Information UsersMIS
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A good MIS...balances users’ information desires against what they need and what is feasible to offer
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Marketing Info
Marketing Info
MARKETERS’ INFORMATION SOURCES
Internal Databases
Marketing Intelligence
Marketing Research
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Internal Databases
Internal Databases
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Intelligence
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Researchthe systematic design,
collection, analysis, and reporting of data
relevant to a specific marketing situation
Define problem/
objectives
Interpret and report
findings
MARKETING RESEARCH PROCESS
Develop research plan
Implement: Collect/
analyze data
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EXPLORATORY DESCRIPTIVE CAUSAL
Research Objectives
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EXPLORATORY CAUSALDESCRIPTIVE
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Research Objectives
DESCRIPTIVE CAUSALEXPLORATORY
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Research Objectives
CAUSALEXPLORATORY DESCRIPTIVE
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Research Objectives
MARKETING PROBLEM
What is the budget?
RESEARCH PLAN
What info do we need?
How will it be obtained?
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Research Options
SECONDARY PRIMARY
Observational
Ethnographic
Survey
Experimental
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Data Sources
SecondaryData
SecondaryData
Already on-hand
Easy and cheap
Collected for a different purpose
Risks of beinginaccurate, old,irrelevant
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Collected for new research
plan
Tailored to new problem
Costly Takes time
PrimaryData
PrimaryData
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Data Sources
Observational
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Ethnographic
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Survey
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ExperimentalCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Contact Methods
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Telephone
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Personal
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Personal-Focus GroupsCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Online Research
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Samplea segment of the population selected to
represent the population as a whole
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Simple random
Stratified random
Cluster
Probability Sample
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Convenience
Judgment
Quota
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Non-Probability Sample
MARKETING RESEARCH INSTRUMENTS
Questionnaires
Most commonFlexible administrationNeed careful wording
Can use closed-end or open-end questions
Mechanical Instruments
Checkout scannersPeople meters
Physiological measures
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Implementing
Collect Information
Process Information
Analyze Information
Interpret Findings
Draw Conclusions
Report to ManagementCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Analyzing/Using Information
Customer Relationship
Management
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Purchases
Sales force contacts
Support calls
Website visits
Satisfaction surveys
Customer Touchpoints
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Reporting Findings to Managers
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall