1. MARKETING INFORMATION AND RESEARCH
CHAPTER 05
4/1/2017
CHAPTER 5
MARKETING INFORMATION AND RESEARCH
5-1 Understanding the Need for Market Information
5-2 Finding and Managing Marketing Information
5-3 Using Marketing Research
5-4 Collecting Primary Data
Chapter 5
MARKETING

2. Chapter 5 Focus Questions:
What is your first impression when viewing the ad?
Does the image encourage you to read the ad?
What type of product or service is Pitney Bowes describing?
Who does it appear the company wants to see the ad?
Why do companies need precise information about their customers?
©PITNEY BOWES
Chapter 5

3. UNDERSTANDING THE NEED FOR MARKETING INFORMATION
5-1
UNDERSTANDING THE NEED FOR MARKETING INFORMATION
GOALS
Explain the importance of information in making marketing decisions.
Describe the categories of information needed by marketers.
Chapter 5

4. Starting with Information
Consumer differences
Expanding choices
Competition
The global marketplace
Chapter 5

5. Deciding on Information Needs
Approaches to planning
Categories of information
Chapter 5

6. Types of Information Needed for Effective Marketing Decisions
Consumers
age
gender
income
education
family size
occupation
attitudes
primary needs
purchase frequency
brand preferences
information needs
media preferences
shopping behavior
Chapter 5

7. Types of Information Needed for Effective Marketing Decisions
Marketing Mix
basic products
product features
services
product packaging
guarantees
after-sale customer service
product price
credit choices
discounts
location and method of sale
type of distribution used
display procedures
promotion and sales methods
promotional message
promotional media
Chapter 5

8. Types of Information Needed for Effective Marketing Decisions
Business Environment
type of competition
competitors’ strengths
competitors’ strategies
economic conditions
government regulations
new technology
consumer protection
ethical issues
tax policies
proposed laws
international markets
Chapter 5

9. FINDING AND MANAGING MARKETING INFORMATION
5-2
FINDING AND MANAGING MARKETING INFORMATION
GOALS
Describe common sources of internal and external market information.
Explain the five critical elements of an effective marketing information system.
Chapter 5

10. Sources of Market Information
Steps of the Process
Identify the types of information needed.
Determine the available sources of each type of information.
Evaluate each source to determine if it meets the organization’s needs in term of accuracy, time, detail, and cost.
Select the sources that best meet the identified needs.
Enter the information into a marketing information system.
Chapter 5

11. Internal Information Sources
Customer records and sales information
Production and operations reports
Performance information
Chapter 5

12. External Information Sources
Government reports
Trade and professional associations
Business publications
Commercial data and information services
Chapter 5

13. Marketing Information Systems
Input
Storage
Analysis
Output
Decision making
Chapter 5

14. Designing an MkIS Chapter 5 MkIS Element Question
What information is needed to develop and implement the marketing strategy?
Input
How should the information be maintained so it is in a usable form, secure, and easy to access when needed?
Storage
What methods should be used to organize and study the information decisions?
Analysis
How and when should the information be made available for most effective use?
Output
What ways should the information be used to improve marketing?
Decision Making
Chapter 5

15. USING MARKETING RESEARCH
5-1
USING MARKETING RESEARCH
GOALS
Describe how to define and develop an understanding of a problem as the first steps toward solving it.
Identify the steps needed to gather and study data relevant to a problem.
Explain how to prepare reports and present proposed solutions.
Chapter 5

16. Seeing the Problem Clearly
Define the problem
Analyze the situation
Develop a data-collection procedure
Secondary data
Primary data
Chapter 5

17. Implementing a Marketing Research Study
Define the problem
Analyze the situation
Develop a data-collection procedure
Gather and study information
Propose a solution
Chapter 5

18. Gather Information Select the participants Collect the data
Population
Random sampling
Collect the data
Analyze the data
Numerical data
Non-numerical data
Prepare results
Chapter 5

19. Propose a Solution Research reports Presenting research results
When to use marketing research
Chapter 5

20. Sections of a Research Report
Statement of the problem
Review of secondary data
Research procedures
Results of the research
Summary and recommendations
Chapter 5

21. COLLECTING PRIMARY DATA
5-4
COLLECTING PRIMARY DATA
GOALS
Describe the purpose of marketing research surveys.
Explain the reasons for and limitations of using observation.
Define various types of marketing research experiments.
Chapter 5

22. Conducting Surveys Closed-ended questions Open-ended questions
Chapter 5

23. Focusing on the Issues
Focus group
Questioning with clarity
Chapter 5

24. Making Observations
Observation collects information by recording actions without interacting or communication with the participant.
Recording devices include
Video cameras
Audio recorders
Bar code scanners
Eye-tracking photography
Chapter 5

25. Performing Experiments
Test markets
Simulations
Chapter 5