1. Managing Marketing Information to Gain Customer Insights Chapter: 4

2. Primary Data Online Marketing Research Collecting primary data online through internet surveys, online focus groups, Web-based experiments, or tracking consumers’ online behavior - Well suited for quantitative research - Cost Less than other surveys, speed is good e.g. Ask to fill a questionnaire with an incentive of price etc.

3. Primary Data Online Focus Groups People from different areas collected together with less cost Difficult to express feelings with You can’t see the respondent E-mail/ information can be used later by the interviewer to sell the product- unethical

4. Sampling Plan Sample A segment of the population selected for marketing research to represent the population as a whole - Designing a sample requires 3 decisions 1- Who e.g. For the decision of buying a car, should the buyer, dealer or who else should be interviewed 2- How many e.g. what sample size 3- How What should be the research method

5. Research Instruments Questionnaire - in person, by phone, online - closed end questions easier to interpret - open end when you want to know what the respondent thinks - wording and ordering of the questions is important

6. Research Instruments Mechanical Instruments - eye cameras - facial reactions e.g. a women smiles after looking at a discount offer ad placed near the ATM Implementing the Research Plan - Collecting, processing and analyzing information Interpreting and reporting the findings

7. Analyzing and Using the Marketing Information Customer Relationship Management (CRM) Managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty - Integrate customer information, analyze and apply the results - develops data warehouse and data mining

8. Analyzing and Using the Marketing Information Distributing and using marketing Information

9. Other Marketing Information Considerations Marketing Research In Small and Non-profit Organizations -observation - Survey - SMEDA International Marketing Research - reaching respondents in other parts of the world is difficult because of lack inefficient resources - Cultural Differences - Language Differences

10. Public Policy and Ethics in Marketing Research Misuse of Research Findings