Professional Documents
Culture Documents
Chapter 4
Managing Marketing Information to
Gain Customer Insights
PEARSON
Objective Outline
Marketing Information and Customer Insights
1
Objective Outline
Marketing Research
Outline the steps in the marketing research process.
Objective Outline
Marketing
intelligence
Marketing
research
Internal data
Developing
marketing
information
Internal Data
Many companies build extensive internal datab
ases, electronic collections of consumer and mark
et information obtained from data sources within
the companys network.
f
Sources o
on
informati
ting
e
k
r
a
M
ment
t
r
a
p
e
d
es
furnish n
atio
m
r
o
f
in
Consumer
characteristics
Sales
transactions
Web s
ite
visits
Clearly, companies
should take advantage
resellers
of
publicly available information.
KeyHowever,
Suppliers
they should not stoop to snoop.
customers
With all the legitimate intelligence
sources
now available, a company does not need to
Information
executives
break the law or accepted codes of ethics
to
We can collect competitors
on the Web
get Information
good intelligence.
by using above ways.
Marketing Research
Marketing research is the systematic design, col
lection, analysis, and reporting of data relevant to
a specific marketing situation facing an organizat
ion.
Causal
Causal
research
research
Gather
Gather preliminary
preliminary information
information that
that will
will help
help
define
define problems
problems and
and suggest
suggest hypotheses.
hypotheses.
Describe
Describe marketing
marketing problems,
problems, such
such as
as the
the
market
market potential
potential for
for aa product
product or
or the
the
demographics
demographics and
and attitudes
attitudes of
of consumers.
consumers.
Test
Test hypotheses
hypotheses about
about cause-and-effect
cause-and-effect
relationships.
relationships.
Research Approaches
Observational Research.
It involves gathering primary data by observing relevant
people, actions, and situations.
Researchers often observe consumer behavior to glean c
ustomer insights they cant obtain by simply asking cust
omers questions.
Research Approaches
Ethnographic research.
It is a form of observational research that involves sendi
ng trained observers to watch and interact with consume
rs in their natural environments.
Observational and ethnographic research often yield the
kinds of details that just dont emerge from traditional re
search questionnaires or focus groups.
Research Approaches
Survey Research.
It gathers primary data by asking people questions about
their knowledge, attitudes, preferences, and buying beha
vior.
It is the best suited for gathering descriptive information.
The major advantage of survey research is its flexibility;
it can be used to obtain many different kinds of informati
on in many different situations.
Surveys addressing almost any marketing question or de
cision can be conducted by phone or mail, in person, or
online.
Research Approaches
Experimental Research.
It gathers primary data by selecting matched groups of s
ubjects, giving them different treatments, controlling rela
ted factors, and checking for differences in group respon
ses.
It is best suited for gathering casual information.
Contact Methods
Personal
Interviewing
Online
Marketing
Research
Mail
Questionnaires
Telephone
Interviewing
Individual
interviewing
is flexible.
The
growthinterviewing
of the Internet
has of
had
impact
Telephone
is one
thea dramatic
best methods
foron
Trained
interviewers
can
guide
interviews,
explain
how
marketing
research
is
conducted.
Mail
questionnaires
can
be
used
to
collect
large
gathering information quickly, and it provides greater
difficultinformation
questions,
and
as thedata
situation
Increasingly,
researchers
collecting
through
amounts
atare
aexplore
low
costissues
perprimary
respondent.
flexibilityofthan
mail questionnaires.
requires.
online
marketing
research:
Internet
However,
mail
are not surveys,
very
with questionnaires
telephone
interviewing,
the flexible;
costonline
per allpanels,
However,and
individual
personal
interviews
may order.
cost three
experiments,
online
focus
groups
respondents
the
same
in abrand
fixed
respondent isanswer
higher
than
withquestions
mail orand
online
questionnaires.
to four times
as much
as telephone
interviews.the
communities.
Mail
usually
to complete,
Also,surveys
people may
nottake
wantlonger
to discuss
personaland
questions
Group
interviewing
consists
of
inviting
six
to
ten
people
to
The
is especially
suited to
quantitative
research
response
ratethe
numberwell
of people
returning
withInternet
an interviewer.
meet with
aquestionnairesis
trained
moderator
to talkvery
about
a product,
for
example,
conducting
marketing
surveys
and collecting
completed
often
low.
The method
introduces
interviewer
biasthe
way
service, or organization.
data.
interviewers talk, how they ask questions, and other
Participants normally are paid a small sum for attending.
differences that may affect respondents answers.
Sampling Plan
Three decisions of
segment
of the
population
designing
sample
:
Sample is a
selected f
or marketing research to represent the population
who is to be studied
as a whole.
(what sampling unit)?
how many people
should be included
(what sample size)?
how should the people in the
sample be chosen (what
sampling procedure)?
Research Instruments
Questionnaires
Mechanical Instruments
Small
businesses and
nonprofit
organizations
International
marketing
research
Domestic researchers
Deal with fairly
homogeneous markets
within a single country
International researchers
Deal with diverse markets in many
different countries. These markets
often vary greatly in their levels of
economic development, cultures
and customs, and buying patterns.
The End