Copyright © 2005 Pearson Education Inc. Managing Marketing Information Chapter 6 PowerPoint slides...

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Managing Marketing Information

•Chapter 6

•PowerPoint slides

•Express version

•Instructor name

•Course name

•School name

•Date

Principles of Marketing, Sixth Canadian Edition


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Learning Objectives

• After studying this chapter, you should be able to:– Explain the importance of information to the company

– Define the marketing information system and discuss its parts

– Outline the four steps in the marketing research process

– Explain how companies analyze and distribute marketing information

– Discuss the special issues some marketing researchers face, including public policy and ethics issues


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The Marketing Information System

• People, equipment, and procedures

• To gather, sort, analyze, evaluate, and distribute

• Needed, timely, and accurate information

• To marketing decision makers

Figure 6.1


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The Marketing Information System

• Assessing information needs:– Objective is to make better marketing decisions

– Must consider needs of all users

– Balance information wants with needs and feasibility (and costs) of offering it

• Developing information:– Internal data

– Marketing intelligence

– Marketing research


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Developing Information

• Internal data:– Information collected, stored within the organization

– Internal databases

– Source from different departments

• Marketing intelligence:– Systematic collection and

analysis

– Publicly available information

– About competitors and market developments


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The Marketing Research Process

• Marketing research:– Systematic design, collection, analysis, and reporting

– Data relevant to a specific marketing situation

– Facing the organization– Multi-step process

– Can be done by company personnel or contracted to outside companies

Figure 6.2


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The Marketing Research Process (continued)

• Defining the problem and research objectives:– Exploratory research

– Descriptive research

– Causal research

• Developing the research plan:– Secondary data

– Primary data

Figure 6.2


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Selected External Information Sources

Business data:– Scott’s directories

– Canadian trade index

– AC Nielson

– Information Resources Inc.

– Dun & Bradstreet

– Dialog

– LEXIS-NEXIS

– Dow Jones Interactive

– Hoovers Online

– CNN

– Marketing journals

– Trade publications

– General business magazines

Government data:– Statistics Canada

– Industry Canada Strategis

– SEDAR

– Securities and Exchange Commission

– Stat-USA

• Internet data:– CyberAtlas

– Internet Advertising Bureau

– Jupiter Media Metrix

Source: Table 6.1


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The Marketing Research Process (continued)

• Primary data collection:– Observational research

– Survey (descriptive) research

– Single-source data systems– Experimental research

– Focus group interviewing

– Online (Internet) marketing research

Figure 6.2


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Contact Methods

Source: Adapted with permission from Marketing Research: Measurement and Method,

7th ed., by D.S. Tull and D.I. Hawkins, MacMillan Publishing Company, 1993

Table 6.3

Mail Telephone Personal Online

Flexibility Poor Good Excellent Good

Quantity of data collected Good Fair Excellent Good

Control of interviewer effect Excellent Fair Poor Fair

Control of sample Fair Excellent Fair Poor

Speed of data collection Poor Excellent Good Excellent

Response rate Poor Good Good Good

Cost Good Fair Poor Excellent


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Types of Samples

• Sample:– Segment of the population selected for marketing research

– Represent the population (of interest) as a whole

• Probability sample:– Simple random sample

– Stratified random sample

– Cluster (area) sample

• Non-probability sample:– Convenience sample

– Judgment sample


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Customer Relationship Management

• Customer relationship management (CRM):– Managing detailed information about

– Individual customers and “touch points”

– To maximize customer loyalty– Use data warehouses and

datamining techniques

– Purpose is to make better use of the information the company already has

– Goal is to provide higher levels of customer service


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Other Marketing Research Considerations

• Research in small businesses and non-profit organizations

• International marketing research

• Public policy and ethics in marketing research:– Privacy of information

– Selling under the guise of conducting research activities

– Misuse of research findings for promotional purposes


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In Conclusion…

• The learning objectives for this chapter were:– Explain the importance of information to the company

– Define the marketing information system and discuss its parts– Outline the four steps in the

marketing research process

– Explain how companies analyze and distribute marketing information

– Discuss the special issues some marketing researchers face, including public policy and ethics issues

Copyright © 2005 Pearson Education Inc. Managing Marketing Information Chapter 6 PowerPoint slides...

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