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Marketing Information 04 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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 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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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.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
