04 Marketing Information - NUST · Marketing Information 04 ©2012 Pearson Education . Gaining....

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Marketing Information

Gaining Insights

Develop Needed Info Research/Intelligence/Databases

Assess Info Needs

Analyze/Use Info

MARKETING INFORMATION SYSTEM

Information Users

Marketing Environment

Information Users MIS

A good MIS... balances users’ information desires against what they need and what is feasible to offer

Marketing Info

MARKETERS’ INFORMATION SOURCES

Internal Databases

Marketing Intelligence

Marketing Research

Internal Databases

Intelligence

Marketing Research the 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

DESCRIPTIVE CAUSAL

Research Objectives

EXPLORATORY

Exploratory research is conducted into an issue or problem where there are few or no earlier studies to refer to. The focus is on gaining insights and familiarity for later investigation. Secondly, descriptive research describes phenomena as they exist. Here data is often quantitative and statistics applied. It is used to identify and obtain information on a particular problem or issue. Finally, causal or predictive research seeks to explain what is happening in a particular situation. It aims to generalise from an analysis by predicting certain phenomena on the basis of hypothesised general relationships.

Exploratory - is non-experimental or "observational

study. - In other words, you aren't manipulating any

of the variables, you are simply "observing" them. in such studies we studies"explore“ relationships, without manipulating variables. - - The basic purpose of exploratory research is to provide information to assist in research to gain knowledge and to understand of the problems

EXPLORATORY CAUSAL DESCRIPTIVE

Research Objectives

Examples of Explanatory Research? Answer: Explanatory research is a type of research that is performed for a problem that has not been clearly defined. Some examples of explanatory research could be questionnaires, interviews, discussions and random sampling.

DESCRIPTIVE CAUSAL EXPLORATORY

Research Objectives

It describes things, markets, environment, competition, etc

CAUSAL EXPLORATORY DESCRIPTIVE

Research Objectives

It tests hypothesis about cause and effect relationships.

MARKETING PROBLEM

What is the budget?

RESEARCH PLAN

What info do we need?

How will it be obtained?

Research Options

SECONDARY PRIMARY Observational

Ethnographic

Survey

Experimental

Data Sources

Secondary Data

Already on-hand

Easy and cheap

Collected for a different purpose

Risks of being inaccurate, old, irrelevant

Collected for new research

Tailored to new problem

Costly Takes time

Primary Data

Data Sources

Observational

Ethnographic

Survey

Contact Methods

Telephone

Personal

Online Research

Sample a segment of the population selected to

represent the population as a whole

Simple random

Stratified random

Cluster

Probability Sample

Stratified sampling - .

Cluster Random Sampling

Convenience

Judgement

Non-Probability Sample

MARKETING RESEARCH INSTRUMENTS

Questionnaires Most common

Flexible administration Need careful wording

Can use closed-end or open-end questions

Mechanical Instruments Checkout scanners

People meters Physiological measures

Implementing Collect Information

Process Information

Analyze Information

Interpret Findings

Draw Conclusions

Analyzing/Using Information

Customer Relationship

Management

Purchases

Sales force contacts

Support calls

Website visits

Satisfaction surveys

Customer Touchpoints

Reporting Findings to Managers

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04 Marketing Information - NUST · Marketing Information 04 ©2012 Pearson Education . Gaining....

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