Copyright © 2005 Pearson Education Inc. Managing Marketing Information Chapter 6 PowerPoint slides Express version Instructor name Course name School name Date Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.2 Learning Objectives After studying this chapter, you should be able to: –Explain the importance of information to the company –Define the marketing information system and discuss its parts –Outline the four steps in the marketing research process –Explain how companies analyze and distribute marketing information –Discuss the special issues some marketing researchers face, including public policy and ethics issues

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.3 The Marketing Information System People, equipment, and procedures To gather, sort, analyze, evaluate, and distribute Needed, timely, and accurate information To marketing decision makers Figure 6.1

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.4 The Marketing Information System Assessing information needs: –Objective is to make better marketing decisions –Must consider needs of all users –Balance information wants with needs and feasibility (and costs) of offering it Developing information: –Internal data –Marketing intelligence –Marketing research

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.5 Developing Information Internal data: –Information collected, stored within the organization –Internal databases –Source from different departments Marketing intelligence: –Systematic collection and analysis –Publicly available information –About competitors and market developments

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.6 The Marketing Research Process Marketing research: –Systematic design, collection, analysis, and reporting –Data relevant to a specific marketing situation –Facing the organization –Multi-step process –Can be done by company personnel or contracted to outside companies Figure 6.2

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.7 The Marketing Research Process (continued) Defining the problem and research objectives: –Exploratory research –Descriptive research –Causal research Developing the research plan: –Secondary data –Primary data Figure 6.2

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.8 Selected External Information Sources Business data: –Scott’s directories –Canadian trade index –AC Nielson –Information Resources Inc. –Dun & Bradstreet –Dialog –LEXIS-NEXIS –Dow Jones Interactive –Hoovers Online –CNN –Marketing journals –Trade publications –General business magazines Government data: –Statistics Canada –Industry Canada Strategis –SEDAR –Securities and Exchange Commission –Stat-USA Internet data: –CyberAtlas –Internet Advertising Bureau –Jupiter Media Metrix Source: Table 6.1

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.9 The Marketing Research Process (continued) Primary data collection: –Observational research –Survey (descriptive) research –Single-source data systems –Experimental research –Focus group interviewing –Online (Internet) marketing research Figure 6.2

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.10 Contact Methods Source: Adapted with permission from Marketing Research: Measurement and Method, 7th ed., by D.S. Tull and D.I. Hawkins, MacMillan Publishing Company, 1993 Table 6.3 MailTelephonePersonalOnline FlexibilityPoorGoodExcellentGood Quantity of data collectedGoodFairExcellentGood Control of interviewer effectExcellentFairPoorFair Control of sampleFairExcellentFairPoor Speed of data collectionPoorExcellentGoodExcellent Response ratePoorGood CostGoodFairPoorExcellent

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.11 Types of Samples Sample: –Segment of the population selected for marketing research –Represent the population (of interest) as a whole Probability sample: –Simple random sample –Stratified random sample –Cluster (area) sample Non-probability sample: –Convenience sample –Judgment sample

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.12 Customer Relationship Management Customer relationship management (CRM): –Managing detailed information about –Individual customers and “touch points” –To maximize customer loyalty –Use data warehouses and datamining techniques –Purpose is to make better use of the information the company already has –Goal is to provide higher levels of customer service

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.13 Other Marketing Research Considerations Research in small businesses and non-profit organizations International marketing research Public policy and ethics in marketing research: –Privacy of information –Selling under the guise of conducting research activities –Misuse of research findings for promotional purposes

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 6.14 In Conclusion… The learning objectives for this chapter were: –Explain the importance of information to the company –Define the marketing information system and discuss its parts –Outline the four steps in the marketing research process –Explain how companies analyze and distribute marketing information –Discuss the special issues some marketing researchers face, including public policy and ethics issues