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Chapter 3
Collecting Information
Learning Objectives
1. What are the components of a modern marketing information system?
2. What are useful internal records for a marketing information system?
3. What makes up a marketing intelligence system?
What is a MIS?
• A MIS consists of people, equipment and procedure to gather, sort, analyze, evaluateand distribute needed, timely, and accurate information to marketing decision makers
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Components of aModern Marketing
Information System (MIS)
Internal company recordsMarketing intelligence activities
Marketing research
Internal records
• The order-to-payment cycle
• Sales information systems
• Databases, data warehousing, data mining
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Marketing intelligence
• A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information aboutdevelopments in the marketing environment
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Improvingmarketing intelligence
Motivate sales force to report new developmentsMotivate intermediaries to pass along intelligence Hire external experts to collect intelligence
Network internally and externally Set up a customer advisory panel
Take advantage of government-related data Purchase information from outside research vendors
Collect marketing intelligence on Internet
Marketing Intelligence on the internet
• Independent customer goods and service review forums
• Distributor or sales agent feedback sites
• Combo sites offering customer reviews and expert opinions
• Customer complaint sites
• Public blogs
From data to business intelligence
• Smart search of data
• Production and real time analysis of information
• Firm’s knowledge base extension creation and
integration of knowledge
Data: definition
• Information in raw or unorganized form (such as alphabets, numbers, or symbols) that refer to, or represent, conditions, ideas, or objects. Data is limitless and present everywhere in the universe.
• «Phisical» representation of an event• The «30» as mark of 1342 candidate at the final exam of the
ADVANCED MARKETING course;
• The time mr Mario Rossi punches the time clock for working at
McDonald’s Monday morning;
• The sale of a canned tuna at the supermarket.
Information: definition
• Data that is (1) accurate and timely, (2) specific and organized for a
purpose, (3) presented within a context that gives it meaning and
relevance, and (4) can lead to an increase in understanding and
decrease in uncertainty.
• The percentage of candidates that receive a good mark at the ADVANCED
MARKETING course in a specific year;
• The Mario Rossi’s total amount of working hours during the last week;
• The weekly labour costs of a company;
• The weekly level of sales in a supermarket;• A list of goods to be stored in.
Knowlegde: definition
• Human faculty resulting from interpreted information;
understanding that germinates from combination of data,
information, experience, and individual interpretation.
– ADVANCED MARKETING attendees will probably receive a good
mark if they will attend all classes and if they’ll do their best
during the homework
– A new restaurant will be more likely successful if food is good and
the price is reasonable
– A double click on a Windows icon will open up an application
Knowledge management includesall activities of data collection,
transformation of data intoinformation and the final
strategic/operational decisionmaking
Knowledge management
The «value» of data
• A datum is a «unit of information»,
• Which will become information when it succeeds in
«changing our world perception»;
• Knowledge is the «transormation of information in value».
Firms that are willing to use strategically data for building
knolwedge processes need to learn to identify relevant information,
and, most importantly, to know how to group it in an information
system, in order to be transformed in value.
Let’s think together
• Joan Smith is turning to Germany in search of “sexy” cities where to open a set of Feltrinelli bookstores.
• After a year of wandering between commercial areas outside the cities and vast malls, finding a new commercial space would not be a problem.
• But Feltrinelli does not want an anonymous site in an irrelevant location.
• Joan Smith scours the country to find unusual locations, such as an old church or an old cinema.
• In the last six months she has visited 70 cities
Joan’s report• I've been in many cosy cities where I had never been
before. I thought of an attractive place where to shop, where people who live in the neighborhood are willing to reach.
• I looked at what kind of food is sold around and if there are nice shops and restaurants.
• I made sure of the presence of luxury jewelers, which are often a good indicator of the type of town, and I measure the competition.
• I tried to find, where possible, architecturally interesting buildings, that can be adapted to carry out a business.
DISCUSSION
• Joan Smith is visiting cities and collecting data to help management make decisions.
• How else could she get the data?
• Which knowledge she possesses, which does not nullifies the work of her journey?
• Could be this Knowledge codified and uploaded in a computer?
• If no decision would have been taken for a year, would be the information collected still useful?
PRIMARY SECONDARY
INTERNALData coming from
marketing intelligence
Data from accounting
systems
EXTERNAL Data from marketing
research
Data from institutional
public and private
sources
INFORMATION
SOURCES
Chapter 4
Conducting Marketing Research
Learning Objectives
1. What is the scope of marketing research?
2. What steps are involved in conducting good marketing research?
3. What is a sampling procedure?
4. Where is MIS going?
The Scope ofmarketing research
• Importance of marketing insights
– Generating insights (how and why we observe
certain effects in the marketplace)
The Scope ofmarketing research
• American Marketing Association
– Marketing research is the function that links
the consumer, customer, and public to the
marketer through information—information
used to identify and define marketing
opportunities and problems; generate, refine,
and evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process.
Marketing research expenditure
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The Scope ofmarketing research
• Who Does Marketing Research?
Marketing departments in big firms
Everyone at small firms
Syndicated-service research firms
Custom marketing research firms
Specialty-line marketing research firms
Research conductedat small companies
Engage students/prof
essors
Use Internet
Check out rivals
Tap partner expertise
Tap employee creativity
The Scope ofmarketing research
• Overcoming Barriers to the Use of Marketing Research
– Many companies
still fail to use it
sufficiently or
correctly
The Marketing Research Process
The problem
• Identification of the company problem (not trivial)
• Translation of the company problem in research
questions
• Which are the useful information?
• Trade-off between generic and specific information
• Research brief production
– Object, Objective, Target, Timing
Research design
• Exploratory research– For understanding the nature of a problem, which is translated in specific
research objectives that can be tested through empirical cases (researchhypotheses)
– Secondary data analysis, case studies, focus groups, experts panels
• Descriptive research– Who? What? When? Where? How? Accurate description of a situation or a
population of actors
– Cross-section or panel data analysis
– Primary data analysis (surveys)
• Causal research– Cause-and-effect relationships
– Experimental models, statistical models
Methodology
• Information sources (data)
• Research method (qualitative, quantitative)
• Data collection tools (focus group, in depth F2F
interviewes, questionnaires…)
Face-to-face
Run by professionals, the
objective is to deepen specific
issues
Possible typologies:
Clinical interview, semi-
structured interview
.
A professional moderator
professionista discusses
together with 7-10 people for
1-2 hours.
Group dynamics are
observable, leave room to the
emergence of new topics to
be investigated
especially useful when it is
difficult to artificially create the
situation to be analysed
e.g. Mistery shopping.
In depth interview Focus Group Observational research
Mistery shopping?
• Mystery shoppers are enrolled in order to create real or simulated situations. Their objective is to evaluate behaviours, personnel ability to interact with customers
• In a retail shop could be analysed the appearance, the selling abilities of the personnel, and so forth.
• The purchase experience of the mystery shopper is recorded
https://www.youtube.com/watch? feature=player_detailpage&v=23OLgJeMIjk
Structured questionnaires administered through
F2F, phone, mail or via web interviewes
These tools are different concerning:
Costs, Quality and Quantity of collected information,
Timing, Control of the respondent, Interaction
Let’s think together
• Pros, cons?
– F2F
– Phone
– Web
https://www.youtube.com/watch?feature=player_detailpage&v=SqjrpZwtHhc
The sampling procedure allows knowing one or more facts
about a population, without analysing all its components
Qualitative research:
Limited samples, not statistically
significant
The focus is on collect useful
information for the research process
more than on generalizable results
Quantitative research:
The ojective is to extend, with a
known error, results to the overall
population.
What is sampling?
population
sampling
sample
NOYES
Goodresults?
inference
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Nonprobability sampling Probability sampling
Sampling can be
- quota sampling
- purposive sampling
- convenience sampling
- simple random sampling
- stratified random sampling
- cluster random sampling
- multi-stage sampling
The difference between
nonprobability and probability
sampling is that nonprobability
sampling does not involve random
selection and probability sampling
does.
A probability sampling method
utilizes some form of random
selection. In order to have a random
selection method, you must set up
some process or procedure that
assures that the different units in your
population have equal probabilities of
being chosen.
Stratified sampling
Random sampling
Evolutionary trajectories of the MIS
• Point-of-sale (POS) scanner
• Heat mapping, based on monitoring of human heat
• Eye-tracking systems
• GIS & Geomarketing
• Social media & big data
• …
Eye-tracking system - FB
GIS analysis
Foursquare
L’Oréal – Sentiment analysis
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