Chapter 04 Managing Marketing Information to Gain Customer Insights

Topics to Cover Marketing Research Analyzing Marketing Information Distributing and Using Marketing Information Other Marketing Information Considerations

THE MARKETING RESEARCH PROCESS Define the problem Develop research plan Collect information Analyze information Present findings Make decision

Developing Marketing Information Marketing Research Research Instruments - Questionnaires Questionnaires Most common Administered in person, by phone, or online Flexible Research must be careful with wording and ordering of questions

Developing Marketing Information Marketing Research Research Instruments - Questionnaires 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

QUESTION TYPES – Dichotomous In arranging this trip, did you contact Jet Airways?  Yes  No QUESTION TYPES – Multiple Choice With whom are you traveling on this trip?  No one  Spouse  Spouse and children  Children only  Business associates/friends/relatives  An organized tour group TYPES OF QUESTIONS IN THE QUESTIONNAIRES

QUESTION TYPES – Likert Scale Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.  Strongly disagree  Disagree  Neither agree nor disagree  Agree  Strongly agree

QUESTION TYPES – Semantic Differential Jet Airways Large ………………………………...…………….Small Experienced………………….………….Inexperienced Modern………………………..………….Old-fashioned QUESTION TYPES – Importance Scale Airline food service is _____ to me.  Extremely important  Very important  Somewhat important  Not very important  Not at all important

QUESTION TYPES– Rating Scale Jet Airways food service is _____.  Excellent  Very good  Good  Fair  Poor

QUESTION TYPES – Intention to Buy Scale How likely are you to purchase tickets on Jet Airways if in-flight Internet access were available?  Definitely buy  Probably buy  Not sure  Probably not buy  Definitely not buy QUESTION TYPES – Completely Unstructured What is your opinion of Jet Airways ?

What is the first word that comes to your mind when you hear the following? Airways________________________ Travel ________________________ QUESTION TYPES – Word Association When I choose an airline, the most important consideration in my decision is: ___________________________________________ _____________________________________________________ _____________________________________________________ ____________________________________________________. QUESTION TYPES – Sentence Completion

“I flew Jet Airways a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ ____________________________ QUESTION TYPES – Story Completion

QUESTION TYPES – Picture (Empty Balloons)

Developing Marketing Information Marketing Research Research Instruments Mechanical devices People meters Checkout scanners Neuro- marketing

Developing Marketing Information Marketing Research Implementing the Research Plan Collecting the informationProcessing the informationAnalyzing the informationInterpret findingsDraw conclusionsReport to management

Analyzing and Using Marketing Information CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships Customer Relationship Management (CRM)

Analyzing and Using Marketing Information Customer Relationship Management (CRM) Touchpoints Customer purchases Sales force contacts Service and support calls Web site visits Satisfaction surveys Credit and payment interactions Research studies

Distributing and Using Marketing Information Information distribution involves entering information into databases and making it available in a time-useable manner Intranet provides information to employees and other stakeholders Extranet provides information to key customers and suppliers

Other Marketing Information Considerations Marketing Research in Small Businesses and Nonprofit Organizations International Market ResearchPublic Policy and Ethics Customer privacy Misuse of research findings

Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing