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

Gaining Insights Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Develop Needed Info Research/Intelligence/Databases Assess Info Needs Analyze/Use Info MARKETING INFORMATION SYSTEM Information Users Marketing Environment Information Users MIS Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

A good MIS... balances users’ information desires against what they need and what is feasible to offer Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Info MARKETERS’ INFORMATION SOURCES Internal Databases Marketing Intelligence Marketing Research Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Internal Databases Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Intelligence Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Research the 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 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

EXPLORATORYDESCRIPTIVECAUSAL Research Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

EXPLORATORYCAUSALDESCRIPTIVE Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

DESCRIPTIVECAUSALEXPLORATORY Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

CAUSALEXPLORATORYDESCRIPTIVE Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

MARKETING PROBLEM What is the budget? RESEARCH PLAN What info do we need? How will it be obtained? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Research Options SECONDARYPRIMARY Observational Ethnographic Survey Experimental Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Data Sources Secondary Data Secondary Data Already on-hand Easy and cheap Collected for a different purpose Risks of being inaccurate, old, irrelevant Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Collected for new research plan Tailored to new problem Costly Takes time Primary Data Primary Data Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Data Sources

Observational Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Ethnographic Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Survey Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Experimental Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Mail Contact Methods Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Telephone Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Personal Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Personal-Focus Groups Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Online Research Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Sample a segment of the population selected to represent the population as a whole Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Simple random Stratified random Cluster Probability Sample Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Convenience Judgment Quota Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Non-Probability Sample

MARKETING RESEARCH INSTRUMENTS Questionnaires Most common Flexible administration Need careful wording Can use closed-end or open-end questions Mechanical Instruments Checkout scanners People meters Physiological measures Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Implementing Collect Information Process Information Analyze Information Interpret Findings Draw ConclusionsReport to Management Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Analyzing/Using Information Customer Relationship Management Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Purchases Sales force contacts Support calls Website visits Satisfaction surveys Customer Touchpoints Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Reporting Findings to Managers Copyright © 2011 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 © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall