Transcript
7/30/2019 Armstrong Mai08 Basic Ppt 04
1/26
Chapter FourManaging Marketing
Information
7/30/2019 Armstrong Mai08 Basic Ppt 04
2/26
Roadmap: Previewing the Concepts
Copyright 2007, Prentice Hall, Inc. 4-2
1. Explain the importance of information tothe company and its understanding of themarketplace.
2. Define the marketing information systemand discuss its parts.
3. Outline the steps in the marketing researchprocess.
4. Explain how companies analyze anddistribute marketing information.
5. Discuss the special issues some marketingresearchers face, including public policy
and ethics issues.
7/30/2019 Armstrong Mai08 Basic Ppt 04
3/26
Copyright 2007, Prentice Hall, Inc. 4-3
The Situation Firm began by offering
classically styled, high-
quality leather handbags. Women needed only two
purses in brown or black.
Mid-1990s: sales slowed.
Consumer preferenceschanged as more womenentered the workforce.
Designer bags madeCoachs look plain.
Coach
Research Revamps Strategy
Case Study
Researchs Role Method: Interviews 14,000
women annually. Watches
trends for market voids. Key research findings:
1) desire for fashionpizzazz in handbags.2) Usage voids.
New products are createdto fill voids (wristlets, fabricbags, Signature line, etc.).
Sales and earnings grow.
7/30/2019 Armstrong Mai08 Basic Ppt 04
4/26
Copyright 2007, Prentice Hall, Inc. 4-4
The Importance of MarketingInformation
Companies need information about
their:
Customers needs Marketing environment
Competition
Marketing managers do not need moreinformation, they need better
information.
7/30/2019 Armstrong Mai08 Basic Ppt 04
5/26
Copyright 2007, Prentice Hall, Inc. 4-5
Marketing Information System
An MIS consists of people, equipment,and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,and accurate information to marketingdecision makers.
The MIS helps managers to:
1. Assess information needs
2. Develop needed information
3. Distribute information
7/30/2019 Armstrong Mai08 Basic Ppt 04
6/26
Copyright 2007, Prentice Hall, Inc. 4-6
Assessing Information Needs
A good MIS balances the informationusers would like against what they
really need and what is feasible to offer. Sometimes the company cannot
provide the needed informationbecause it is not available or due to MIS
limitations. Have to decide whether the benefits of
more information are worth the costs.
7/30/2019 Armstrong Mai08 Basic Ppt 04
7/26Copyright 2007, Prentice Hall, Inc. 4-7
Developing MarketingInformation
Internal Databases: Electronic collections ofinformation obtained from data sourceswithin the company.
Marketing Intelligence: Systematic collectionand analysis of publicly available informationabout competitors and developments in themarketing environment.
Marketing Research: Systematic design,collection, analysis, and reporting of datarelevant to a specific marketing situationfacing an organization.
7/30/2019 Armstrong Mai08 Basic Ppt 04
8/26Copyright 2007, Prentice Hall, Inc. 4-8
Defining Problem & Objectives
Exploratory Research:
Gathers preliminary information that will helpdefine the problem and suggest hypotheses.
Descriptive Research:
Describes things (e.g., market potential for aproduct, demographics and attitudes).
Causal Research:Tests hypotheses about cause-and-effect
relationships.
7/30/2019 Armstrong Mai08 Basic Ppt 04
9/26Copyright 2007, Prentice Hall, Inc. 4-9
The Marketing Research Process
Defining the problem and research
objectives
Developing the research plan
Implementing the research plan
Interpreting and reporting the findings
7/30/2019 Armstrong Mai08 Basic Ppt 04
10/26Copyright 2007, Prentice Hall, Inc. 4-10
Developing the Research Plan
Includes: Determining the exact information needed.
Developing a plan for gathering it efficiently.
Presenting the written plan to management.
Outlines: Sources of existing data
Specific research approaches
Contact methods
Sampling plans
Instruments for data collection
7/30/2019 Armstrong Mai08 Basic Ppt 04
11/26Copyright 2007, Prentice Hall, Inc. 4-11
Gathering Secondary Data
Information that already existssomewhere:
Internal databases Commercial data services
Government sources
Available more quickly and at a lowercost than primary data.
Must be relevant, accurate, current, andimpartial.
7/30/2019 Armstrong Mai08 Basic Ppt 04
12/26Copyright 2007, Prentice Hall, Inc. 4-12
Primary Data Collection
Consists of information collected forthe specific purpose at hand.
Must be relevant, accurate, current, andunbiased.
Must determine:
Research approach
Contact methods
Sampling plan
Research instruments
7/30/2019 Armstrong Mai08 Basic Ppt 04
13/26Copyright 2007, Prentice Hall, Inc. 4-13
Observational Research
The gathering of primary data by
observing relevant people, actions, and
situations. Ethnographic research:
Observation in natural environment
Mechanical observation: People meters
Checkout scanners
7/30/2019 Armstrong Mai08 Basic Ppt 04
14/26Copyright 2007, Prentice Hall, Inc. 4-14
Survey Research
Most widely used method for primary
data collection.
Approach best suited for gatheringdescriptive information.
Can gather information about peoples
knowledge, attitudes, preferences, orbuying behavior.
7/30/2019 Armstrong Mai08 Basic Ppt 04
15/26Copyright 2007, Prentice Hall, Inc. 4-15
Experimental Research
Tries to explain cause-and-effect
relationships.
Involves: selecting matched groups of subjects
giving different treatments
controlling unrelated factors checking differences in group responses
7/30/2019 Armstrong Mai08 Basic Ppt 04
16/26Copyright 2007, Prentice Hall, Inc. 4-16
Contact Methods
Mail surveys
Telephone surveys
Personal interviews Individual interviewing
Focus group interviewing
Online marketing research Surveys
Experiments
Focus groups
7/30/2019 Armstrong Mai08 Basic Ppt 04
17/26Copyright 2007, Prentice Hall, Inc. 4-17
Sampling Plan
Sample: segment of the population selectedto represent the population as a whole.
Sampling requires three decisions: Who is to be surveyed?
Sampling unit
How many people should be surveyed?
Sample size
How should the people in the sample be chosen?
Sampling procedure
Probability vs. nonproability samples
7/30/2019 Armstrong Mai08 Basic Ppt 04
18/26Copyright 2007, Prentice Hall, Inc. 4-18
Primary Data Collection
Questionnaires:
What questions to ask?
Form of each question? Closed-ended
Open-ended
Wording? Ordering?
7/30/2019 Armstrong Mai08 Basic Ppt 04
19/26Copyright 2007, Prentice Hall, Inc. 4-19
Primary Data Collection
Mechanical Devices:
People meters
Supermarket scanners Galvanometer
Eye cameras
7/30/2019 Armstrong Mai08 Basic Ppt 04
20/26Copyright 2007, Prentice Hall, Inc. 4-20
Implementing the Research Plan
Collecting the data
Most expensive phase
Subject to error
Processing the data
Check for accuracy
Code for analysis
Analyzing the data
Tabulate results
7/30/2019 Armstrong Mai08 Basic Ppt 04
21/26Copyright 2007, Prentice Hall, Inc. 4-21
Interpreting and ReportingFindings
Interpret the findings
Draw conclusions
Report to management
Present findings and conclusions that willbe most helpful to decision making.
7/30/2019 Armstrong Mai08 Basic Ppt 04
22/26Copyright 2007, Prentice Hall, Inc. 4-22
Customer RelationshipManagement (CRM)
Many companies utilize CRM.
Capture customer information from all sources.
Analyze it in depth.
Apply the results to build stronger relationships.
Companies look for customertouch points.
CRM analysts develop data warehouses and
use data mining techniques to findinformation out about customers.
7/30/2019 Armstrong Mai08 Basic Ppt 04
23/26Copyright 2007, Prentice Hall, Inc. 4-23
Customer RelationshipManagement (CRM)
Benefits of CRM:
Offer better customer service and develop
deeper customer relationships. Pinpoint and target high-value customers
more effectively.
Better able to cross-sell products anddevelop offers tailored to customers.
7/30/2019 Armstrong Mai08 Basic Ppt 04
24/26
Copyright 2007, Prentice Hall, Inc. 4-24
Distributing and UsingMarketing Information
Routine information for decision
making
Nonroutine information for specialsituations
Intranets
Extranets
7/30/2019 Armstrong Mai08 Basic Ppt 04
25/26
Copyright 2007, Prentice Hall, Inc. 4-25
Other Marketing ResearchConsiderations
Marketing research in small businesses
and nonprofit organizations
International marketing research Public policy and ethics in marketing
research
Consumer privacy Misuse of research findings
7/30/2019 Armstrong Mai08 Basic Ppt 04
26/26
Rest Stop:Reviewing the Concepts
1. Explain the importance of information tothe company and its understanding of themarketplace.
2. Define the marketing information systemand discuss its parts.
3. Outline the steps in the marketingresearch process.
4. Explain how companies analyze anddistribute marketing information.
5. Discuss the special issues somemarketing researchers face, including
public policy and ethics issues
top related