1. Marketing Information and Research
Chapter 5
Marketing Information and Research

2. Marketing Intelligence
Environmental scanning
Internal company sources
Competitor information
Marketing information systems (MIS)

3. Marketing Research
Secondary data
Primary data

4. Secondary Data Government agencies Civic bodies and associations
Trade sources
Assessing secondary data
Syndicated studies

5. Common Research Concerns
Customer base
Product research
Copy testing
Laboratory experiment
Field experiment
Tracking studies
Customer profile – Patronage frequency
Operation awareness and occasions
Trial purchase – Attitudes and image

6. Marketing Research Process
Problem identification
Literature search
Internal records
Qualitative research
Research design and implementation
Type of research and data collection method

7. Types of Research Experiments Observation Survey Face-to-face
Telephone
Mail

8. Sampling Methods Probability sampling Non-probability sampling
Systematic random sampling
Simple random sampling
Cluster sampling
Non-probability sampling
Convenience sampling
Quota sampling

9. Questionnaire Design What information is required?
Can they answer the question?
Will they answer the question?
What format should be used?
Mutually exclusive, collectively exhaustive
Which question comes first?
How the questionnaire should look like?
Which words should be used?
What response scale(s) is used?

10. Critique this comment card!
I ate at the X restaurant in _____________________(city)
date_________ time__________ # in party__________
Type of meal:_____________________________________
Were your meals prepared properly? Excellent Good Fair Poor
Was the food bar well stocked, clean Excellent Good Fair Poor
and attractive?
How do your rate us on cleanliness? Excellent Good Fair Poor
Explain:_________________________________________________
Were our employees friendly and Excellent Good Fair Poor
courteous?
How was our service? Excellent Good Fair Poor
Our overall grade is Excellent Good Fair Poor
Were you asked by management if
everything was all right with your meal? Yes No
How often do your eat at X restaurant?
1st time_____ weekly_____ monthly_____ yearly_____
How can we improve your dining experience?
_______________________________________________________

11. Data Analysis - Frequency
Excellent Poor Don’t
Know Mean
Quality of meeting 24.8% 24.0% 21.7% 11.2% 18.3% 8.7%
rooms
Value for money
Quality of guestroom

12. Data Analysis - Cross-Tab
Used Property for
Meeting and Conferences
Yes No
Total
Selection Factor N % N % N %
Location
Contact person
Conference service
Meeting facilities
Guestroom
Hotel facilities
Other
Total

13. Marketing Research Process
Problem identification
Research design and implementation
Data analysis and interpretation
Preparation of research report
Introduction
Methodology
Results
Conclusion/implications

14. Database Marketing Frequency marketing Using the DBM Hard reward
Soft reward
Relationship/Loyalty marketing
Using the DBM