Managing Marketing Information PDF
Managing Marketing Information PDF
Managing Marketing Information PDF
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to: 1. Explain the importance of information to the company and its understanding of the marketplace 2. Define the marketing information system and discuss its parts 3. Outline the steps in the marketing research process 4. Explain how companies analyze and distribute marketing information 5. Discuss the special issues some marketing researchers face, including public policy and ethics
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Chapter Outline
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Assessing Marketing Information Needs Developing Marketing Information Marketing Research Analyzing Marketing Information Distributing and Using Marketing Information Other Marketing Information Considerations
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Marketers can obtain information from: Internal data Marketing intelligence Marketing research
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Internal databases are electronic collections of consumer and market information obtained from data sources within the company network, including accounting, marketing, customer service, and sales departments
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Marketing Research
Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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Marketing Research
Steps in the marketing research process 1. Defining the problem and research objectives 2. Developing the research plan 3. Implementing the plan 4. Interpreting and reporting the findings
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Marketing Research
Defining the Problem and Research Objectives
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Marketing Research
Defining the Problem and Research Objectives
Exploratory research is the gathering of preliminary information that will help to define the problem and suggest hypotheses Descriptive research is to describe things such as market potential for a product or the demographics and attitudes of consumers who buy the product Causal research is to test hypotheses about causeand-effect relationships
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Marketing Research
Developing the Research Plan
Research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data
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Marketing Research
Developing the Research Plan
Research plan is a written proposal that includes: Management problem Research objectives Information needed How the results will help management decisions Budget
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Marketing Research
Developing the Research Plan
Secondary data consists of information that already exists somewhere, having been collected for another purpose Primary data consists of information gathered for the special research plan
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Marketing Research
Marketing Research Advantages: Speed Cost Provides data that a company cannot collect on its own Disadvantages: Availability Relevance Accuracy Impartial
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Marketing Research
Primary Data Collection
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Marketing Research
Research Approaches
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 environment
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Marketing Research
Research Approaches
Survey research is the most widely used method and is best for descriptive informationknowledge, attitudes, preferences, and buying behavior Flexible People can be unable or unwilling to answer Gives misleading or pleasing answers Privacy concerns
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Marketing Research
Research Approaches
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Marketing Research
Contact Methods
Mail questionnaires
Collect large amounts of information Low cost Less bias with no interviewer present Lack of flexibility Low response rate Lack of control of sample
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Marketing Research
Contact Methods
Telephone interviewing
Collects information quickly More flexible than mail questionnaires Interviewers can explain difficult questions Higher response rates than mail questionnaires Interviewers communicate directly with respondents Higher cost than mail questionnaires Potential interviewer bias
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Marketing Research
Contact Methods
Mail, telephone, and personal interviewing Personal interviewing Individual interviewing Group interviewing
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Marketing Research
Contact Methods
Personal interviewing
Individual interviewing
Involves talking with people at home or the office, on the street, or in shopping malls Flexible More expensive than telephone interviews
Marketing Research
Contact Methods
Online marketing research Internet surveys Online panels Online experiments Online focus groups
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Marketing Research
Contact Methods
Online marketing research Low cost Speed to administer Fast results Good for hard-to-reach groups Hard to control whos in the sample Lack of interaction Privacy concerns
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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 surveyed? How many people should be surveyed? How should the people be chosen?
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Marketing Research
Sampling Plan
Probability samples: Each population member has a known chance of being included in the sample
Non-probability samples: Used when probability sampling costs too much or takes too much time
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Marketing Research
Research Instruments
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Marketing Research
Research Instruments
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Marketing Research
Research Instruments
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
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Marketing Research
Implementing the Research Plan
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To To To To
understand customers better provide higher levels of customer service develop deeper customer relationships identify high-value customers
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Intranet provides information to employees and other stakeholders Extranet provides information to key customers and suppliers
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Additional and different challenges Level of economic development Culture Customs Buying patterns Difficulty in collecting secondary data Hard-to-reach respondents
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Dowling College, MBA Georgetown University, BS Business Administration Adjunct Professor, LIM College, NY Adjunct Professor, Long Island University, NY Lecturer, California Polytechnic State University, Pomona, CA President, Walter Heimler, Inc.