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Chapter 4- slide 1Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Four
Managing Marketing Information to Gain Customer Insights
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Chapter 4- slide 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
• Assessing Marketing Information Needs• Developing Marketing Information• Marketing Research
Topic Outline
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Chapter 4- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Information and Customer Insights
Marketing information system (MIS) consists of people and procedures for:
– Assessing the information needs– Developing needed information– Helping decision makers use the
information for customer
Marketing Information Systems (MIS)
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Chapter 4- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Assessing Marketing Information Needs
MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
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Chapter 4- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Assessing Marketing Information Needs
• Balancing what the information users would like to have against what they need and what is feasible to offer
Characteristics of a Good MIS
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Chapter 4- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketers obtain information from
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Chapter 4- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
Internal Data
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Chapter 4- slide 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
Marketing Intelligence
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Chapter 4- slide 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Marketing Research
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Chapter 4- slide 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
1. Defining problem & research objectives
2. Developing the research plan
3. Implementing the research plan
4. Interpreting & reporting the findings
Marketing Research Process
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Chapter 4- slide 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Research
1. Defining the Problem and Research Objectives
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Chapter 4- slide 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• Outlines sources of existing data• Spells out the specific research
approaches, contact methods, sampling plans, and instruments to gather data
Marketing Research2. Developing the Research Plan
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Chapter 4- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Secondary data consist of information that already exists somewhere, having been collected for another purpose
Primary data consist of information gathered for the special research plan
Marketing ResearchDeveloping the Research Plan
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Chapter 4- slide 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Secondary data
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Chapter 4- slide 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
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Chapter 4- slide 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
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
Market ResearchResearch Approaches
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Chapter 4- slide 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior
• Flexible• People can be unable or unwilling to answer• Gives misleading or pleasing answers• Privacy concerns
Market ResearchResearch Approaches
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Chapter 4- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Experimental research is best for gathering causal information—cause-and-effect relationships
Market ResearchResearch Approaches
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Chapter 4- slide 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Focus Groups– Six to 10 people with a trained moderator– Challenges
• Expensive• Difficult to generalize from small group• Consumers not always open and honest
Marketing ResearchContact Methods
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Chapter 4- slide 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Contact Methods
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Chapter 4- slide 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Online Research
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Chapter 4- slide 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
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?
Marketing ResearchSampling Plan
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Chapter 4- slide 23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Research Instruments
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Chapter 4- slide 24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• 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
Marketing ResearchResearch Instruments - Questionnaires
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Chapter 4- slide 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Research Instruments
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Chapter 4- slide 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
3. Implementing the Research Plan
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Chapter 4- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
4. Interpreting & reporting the findings
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Chapter 4- slide 28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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 © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall