10/03/24

MAR 2370
Marketing Management
Common Program – Year II

Department of Marketing Management

Faculty of Management Studies and Commerce
University of Sri Jayewardenepura

Data Symphony: The Art of Managing Marketing

Session 03
Information (Part II)

Learning
Outcomes
This session will enable you to:

• Understand the role of marketing research within MIS

and discuss the steps of the marketing research

process.

• Discuss contemporary approaches to marketing

research.

• Identify the ways of analysing, distributing and using

marketing information

• Discuss emerging methods of collecting and using

marketing information

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From the previous

session
01 Internal Data

02 Marketing Intelligence

03 Marketing Research

Marketing
Research

Marketing Research

“The systematic design, collection, analysis, and

reporting of data and findings relevant to a
specific marketing situation facing an
organization.”

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Marketing
Research
Marketing research specifies the information
required to address issues faced by decision
makers (i.e., managers), designs the method for
collecting information, manages and
implements the data collection process,
analyzes the results, and communicates the
findings and their implications.

The Marketing Research

Process
Define the Problem, the Decision
Step 01 Alternatives, and the Research Objectives

Step 02
Develop the Research Plan

Step 03 Implementing the Research Plan - Collect

and Analyse the Data

Step 04 Interpreting and Reporting the Findings

Step 1: Define the

Problem, the Decision
Alternatives, and the
Research Objectives

Marketing managers must be careful not to define

the problem too broadly or too narrowly for the
marketing researcher.
To help design the research, management should
first spell out the alternative decisions it might face
and then work backwards.

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Example: Keells Self-checkout

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Defining the
Problem

The decision problem

The manager might encounter the decision problem:

“Should the self checkout system be adopted despite the
high cost of implementation?”

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Defining the
Problem

The research problem

The manager and the researcher might agree on the
research problem: “Will implementing a self-checkout
system result in an adequate level of customer
satisfaction that justifies its cost?”

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Step 2: Develop the

Research Plan

In the second stage of the marketing research process, the

researcher develops the most efficient plan for gathering the
needed information and discover what that will cost.

To design a research plan, the researcher needs to make

decisions about the data sources, research approaches,
research instruments, sampling plan, and contact methods.

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Data Sources Primary Data | Secondary Data

Research Observations | Focus Groups

Approaches Interviews | Survey

Research Questionnaires | Qualitative Measures

Instruments Technological Devices

Sampling Unit | Sample Size

Sampling
Sampling Procedure

Contact Mail | Telephone

Method Personal | Online

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Step 3: Implementing the

Research Plan - Collect
and Analyse the Data

This is the stage where the researcher collects and analyses

data according to the research plan.

The data can be analysed using quantitative (statistical)

techniques or qualitative data analysis methods.

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Step 4: Interpreting and

Reporting the Findings

As the last step, the researcher presents the findings.

Researchers are increasingly asked to play a proactive,
consulting role in translating data and information into
insights and recommendations for management.

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Contemporary
Approaches to
Marketing Research
With the advancement of
technology, traditional
methods of marketing
research have been
transformed into innovative
techniques.

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Example:

Online
Survey

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Example:

Online
Survey

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Data
Collection
through
Technical
Devices

i.e., eye
tracking

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Analyzing,
Distributing, and
Using Marketing
Information

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Marketing information has

no value until it is used to
make better marketing
decisions.

Organizations use various

methods to make the
insights generated through
MIS available for decision-
makers.

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Example:

Reports

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Example:

Marketing
Dashboards

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Processed and
analysed
information must
be made available 01 at the right time.
to the right
decision-makers,

02 in the right format.

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New Horizons of
Marketing
Information

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Big Data
Big data refers to vast and
complex datasets that exceed
the capabilities of traditional
data processing tools.

Big data is usually

analysed computationally
to reveal patterns, trends,
and associations.

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Big Data
Big data allows marketers to
analyse customer behaviour,
preferences, and interactions
across various touchpoints.

Big data enables forecasting

future trends and anticipating
customer behaviour.

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Can you suggest

some potential
sources of big data
that Keells can
utilize?

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Marketing Analytics

Marketing analytics refers to

the systematic process of
collecting, analysing, and
interpreting data related to
marketing activities.

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Marketing Analytics
• Marketing analytics enables tracking the return on
investment (ROI) for various marketing channels (e.g.,

social media, email campaigns, paid ads).

• Analysing customer behaviour data provides insights

into preferences, demographics, and buying patterns.

• Personalization and targeted marketing become

more effective when based on data-driven insights.

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Big Data and

Marketing
Analytics in
Practice

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Amazon
Recommendation
Engine:

Amazon’s
recommendation engine
analyses user behaviour,
purchase history, and
browsing patterns.

It suggests personalized
product
recommendations,
improving user
engagement and sales.

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Social Media and

Web Analytics

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Sentiment Analysis of Customer-

generated Content on Social Media

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Customer Lifetime Value Analysis

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Data-driven
Decision Making
for Marketing

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• Data-Driven Decision Making (DDDM)

involves making decisions based on
empirical evidence and data analysis
rather than relying solely on intuition
or gut feelings.

• It ensures that marketing strategies

and tactics are grounded in objective
insights, leading to more effective
outcomes.

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DDDM Example:
A/B Testing

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Q&A

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Topics for prior reading:

Session 04 • Buyer’s Black Box
• Factors affecting the consumer buyer behaviour

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