Marketing Information Pearson Education

Transcription

1 04 Marketing Information

2 Gaining Insights

3 Information Users MIS Information Users Assess Info Needs MARKETING INFORMATION SYSTEM Develop Needed Info Research/Intelligence/Databases Analyze/Use Info Marketing Environment

4 A good MIS... balances users information desires against what they need and what is feasible to offer

5 MARKETERS INFORMATION SOURCES Internal Databases Marketing Intelligence Marketing Info Marketing Research

6 Internal Databases

7 Intelligence

8 Marketing Research the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation

9 MARKETING RESEARCH PROCESS Define problem/ objectives Develop research plan Implement: Collect/ analyze data Interpret and report findings

10 Research Objectives EXPLORATORY DESCRIPTIVE CAUSAL Exploratory research is conducted into an issue or problem where there are few or no earlier studies to refer to. The focus is on gaining insights and familiarity for later investigation. Secondly, descriptive research describes phenomena as they exist. Here data is often quantitative and statistics applied. It is used to identify and obtain information on a particular problem or issue. Finally, causal or predictive research seeks to explain what is happening in a particular situation. It aims to generalise from an analysis by predicting certain phenomena on the basis of hypothesised general relationships.

11 Exploratory - is non-experimental or "observational study. - In other words, you aren't manipulating any of the variables, you are simply "observing" them. in such studies we studies"explore relationships, without manipulating variables. - - The basic purpose of exploratory research is to provide information to assist in research to gain knowledge and to understand of the problems

12 Research Objectives EXPLORATORY DESCRIPTIVE CAUSAL Examples of Explanatory Research? Answer: Explanatory research is a type of research that is performed for a problem that has not been clearly defined. Some examples of explanatory research could be questionnaires, interviews, discussions and random sampling.

13 Research Objectives EXPLORATORY DESCRIPTIVE CAUSAL It describes things, markets, environment, competition, etc

14 Research Objectives EXPLORATORY DESCRIPTIVE CAUSAL It tests hypothesis about cause and effect relationships.

15 RESEARCH PLAN MARKETING PROBLEM What info do we need? How will it be obtained? What is the budget?

16 Research Options SECONDARY PRIMARY Observational Ethnographic Survey Experimental

17 Data Sources Already on-hand Collected for a different purpose Secondary Data Easy and cheap Risks of being inaccurate, old, irrelevant

18 Data Sources Collected for new research plan Costly Primary Data Tailored to new problem Takes time

19 Observational

20 Ethnographic

21 Survey

22 Experimental

23 Contact Methods Mail

24 Telephone

25 Personal

26 Personal-Focus Groups

27 Online Research

28 Sample a segment of the population selected to represent the population as a whole

29 Probability Sample Simple random Stratified random Cluster

30 Stratified sampling -.

31 Cluster Random Sampling

32 Non-Probability Sample Convenience Judgement Quota

33 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

34 Implementing Collect Information Process Information Analyze Information Interpret Findings Draw Conclusions Report to Management

35 Analyzing/Using Information Customer Relationship Management

36 Customer Touchpoints Purchases Sales force contacts Support calls Website visits Satisfaction surveys

37 Reporting Findings to Managers

38 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