Module 3 marketing research and information systems
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Transcript of Module 3 marketing research and information systems
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Chapter 4- slide 1Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Four
Managing Marketing Information to Gain Customer Insights
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Chapter 4- slide 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Learning Objectives
• Assessing Marketing Information Needs• Developing Marketing Information• Marketing Research• Analyzing Marketing Information• Distributing and Using Marketing
Information• Other Marketing Information
Considerations
Topic Outline
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Chapter 4- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Information and Customer Insights
• Fresh and deep insights into customers needs and wants
• Difficult to obtain– Not obvious– Customer’s unsure of their behavior
• Not derived from more information but better information and more effective use of existing information
Customer Insights are:
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Chapter 4- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Information and Customer Insights
• Companies are forming customer insights teams– Include all company functional areas– Use insights to create more value for their
customers– Customer controlled could be a problem
Customer Insights
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Chapter 4- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Information and Customer Insights
Marketing information system (MIS) consists of people and procedures for:
– Assessing the information needs– Developing needed information– Helping decision makers use the
information for customer
Marketing Information Systems (MIS)
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Chapter 4- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Assessing Marketing Information Needs
MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
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Chapter 4- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Assessing Marketing Information Needs
• Balancing what the information users would like to have against what they need and what is feasible to offer
Characteristics of a Good MIS
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Chapter 4- slide 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketers obtain information from
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Chapter 4- slide 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
Internal Data
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Chapter 4- slide 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
Marketing Intelligence
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Chapter 4- slide 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Marketing Research
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Chapter 4- slide 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Defining the Problem and Research Objectives
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Chapter 4- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Outlines sources of existing data
• Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
Marketing ResearchDeveloping the Research Plan
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Chapter 4- slide 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Written Research Plan Includes:
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Chapter 4- slide 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Secondary data consist of information that already exists somewhere, having been collected for another purpose
Primary data consist of information gathered for the special research plan
Marketing ResearchDeveloping the Research Plan
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Chapter 4- slide 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
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Chapter 4- slide 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing Research
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Chapter 4- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Observational research involves gathering primary data by observing relevant people, actions, and situations
Ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment
Market ResearchResearch Approaches
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Chapter 4- slide 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior
• Flexible• People can be unable or unwilling to answer• Gives misleading or pleasing answers• Privacy concerns
Market ResearchResearch Approaches
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Chapter 4- slide 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Experimental research is best for gathering causal information—
cause-and-effect relationships
Market ResearchResearch Approaches
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Chapter 4- slide 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Focus Groups– Six to 10 people with a trained moderator– Challenges
• Expensive• Difficult to generalize from small group• Consumers not always open and honest
Marketing ResearchContact Methods
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Chapter 4- slide 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing Research Contact Methods
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Chapter 4- slide 23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Online Research
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Chapter 4- slide 24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Sample is a segment of the population selected for marketing research to represent the population as a whole– Who is to be surveyed?– How many people should be surveyed?– How should the people be chosen?
Marketing ResearchSampling Plan
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Chapter 4- slide 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing InformationMarketing Research
Research Instruments
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Chapter 4- slide 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
• Closed-end questions include all possible answers, and subjects make choices among them– Provide answers that are easier to interpret
and tabulate
• Open-end questions allow respondents to answer in their own words– Useful in exploratory research
Marketing ResearchResearch Instruments - Questionnaires
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Chapter 4- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing ResearchResearch Instruments
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Chapter 4- slide 28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Developing Marketing Information
Marketing ResearchImplementing the Research Plan
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Chapter 4- slide 29Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Analyzing Marketing Information
• CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships
Customer Relationship Management (CRM)
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Chapter 4- slide 30Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Analyzing Marketing Information
Customer Relationship ManagementTouchpoints
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Chapter 4- slide 31Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Distributing and Using Marketing Information
Information distribution involves entering information into databases and making it available in a time-useable manner
• Intranet provides information to employees and other stakeholders
• Extranet provides information to key customers and suppliers
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Chapter 4- slide 32Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Other Marketing Information Considerations