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Marketing Information 04 ©2012 Pearson Education
Marketing Information
04
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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 Users MIS
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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
MARKETERS’ INFORMATION SOURCES
Internal Databases
Marketing Intelligence
Marketing Research
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Internal Databases
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Intelligence
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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
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DESCRIPTIVE CAUSAL
Research Objectives
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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
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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
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Research Objectives
It describes things, markets, environment, competition, etc
CAUSAL EXPLORATORY DESCRIPTIVE
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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?
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Research Options
SECONDARY PRIMARY Observational
Ethnographic
Survey
Experimental
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Data Sources
Secondary Data
Already on-hand
Easy and cheap
Collected for a different purpose
Risks of being inaccurate, old, irrelevant
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Collected for new research
plan
Tailored to new problem
Costly Takes time
Primary Data
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Data Sources
Observational
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Ethnographic
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Survey
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Experimental ©2012 Pearson Education
Contact Methods
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Telephone
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Personal
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Personal-Focus Groups ©2012 Pearson Education
Online Research
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Sample a 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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Stratified sampling - .
Cluster Random Sampling
Convenience
Judgement
Quota
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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
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Implementing Collect Information
Process Information
Analyze Information
Interpret Findings
Draw Conclusions
Report to Management ©2012 Pearson Education
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
