04

Marketing
Information
• Marketing Information and
Customer Insights
• Assessing Marketing
Information Needs
• Developing Marketing
Information
• Marketing Research
• Analyzing and Using
Marketing Information
• Other Marketing Information
Considerations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 "Fresh marketing information-
based understandings of
customers and the marketplace
that become the basis for

Customer creating customer value,

engagement and relationships"

Insights
• Come from good marketing information
• Fresh and deep insights into
customer needs and wants, which are
used to develop a competitive advantage
• Difficult to obtain
• Not obvious
• Customer’s unsure of their behavior

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Huge and complex data sets generated by today's sophisticated
information generation, collection, storage and analysis technologies
If use it correctly, companies can gain rich, timely customer insights,
but difficult to analyse too much data.

They need better information and have more effective use of existing
information.
Marketing Information System
Consists of people and procedures for:
- Assessing the information needs
- Developing needed information
- Helping decision makers use the information for
customer

Companies are forming customer insights teams

- Include all company functional areas
- Collect information from a wide variety of sources
- Use insights to create more value for their customers
Information Users
MIS Information Users

MARKETING INFORMATION SYSTEM

Assess Info Develop Needed Info Analyze/Use

Needs Research/Intelligence/Databases Info

Marketing Environment
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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 A good MIS...
balances users’ information desires against what
they need and what is feasible to offer

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 MARKETERS’ INFORMATION
SOURCES
Internal
Databases

Marketing Marketing
Intelligence Info
Marketing
Research

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 Internal
electronic collections Databases
of consumer and
market information
obtained from data
sources within the
- Maybe incomplete or wrong
company network
form for making marketing
decisions
- Difficult to keep up-to-date
data
- Need highly sophisticated
equipment and techniques to
manage a large amount of
data
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 Competitive
Marketing
Intelligence
The systematic collection and analysis
of publicly available information
about consumers, competitors
and developments in the marketplace

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Competitive Marketing
Intelligence
- To improve strategic decision making by understanding the
consumer environment, assessing and tracking competitors'
actions, providing early warnings of opportunities or threats
- E.g., observing consumers, talk to companies' employees,
benchmarking competitors' products, online research and
monitoring social media buzz, mix & mingle with customers
to know how they talk about/ engage with brands
- Ethical issues
 Marketing Research
the systematic design, collection, analysis, and
reporting of data relevant to a specific
marketing situation

Give marketers insight into customer

motivations, purchase behaviour and
satisfaction, assess market potential and market
share, measure the effectiveness of pricing,
product, distribution and promotion activities.

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 MARKETING RESEARCH PROCESS

Define problem/ Develop Implement: Interpret and

objectives research plan Collect and report
analyze data findings

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 Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

Marketing research Marketing research to Marketing research to

to gather preliminary better describe test hypotheses
information that will marketing problems, about cause-and-
help define problems situations or markets, effect relationships
and suggest such as the market
hypotheses potential for a product or
demographics and
attitudes of consumers

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Research Plan
Management problem

Research objectives

Information needed

How the results will help

management decisions

Budget
 Research Options
SECONDARY data PRIMARY
Information that already exists Observational
somewhere, having been collected for
another purpose
Ethnographic
Vs
PRIMARY data Survey

Information collected for the specific Experimental

purpose at hand

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 Data Sources
Commercial online Internet search engines
databases e.g., (but can be frustrating and
inefficient) e.g., Google
ProQuest, Statista

Benefits: lower Secondary Risks of being

inaccurate (not
cost, quick, provide
data that an
Data reliably collected
and reported), old,
individual company irrelevant and
sometimes cannot partial (not
get objectively
collected and
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reported)
 Data Sources
Collected for new Tailored to new
research plan problem

Primary
Data
Costly Takes time

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 Primary Data Collection

Research Contact Research

Sampling Plan Implementation
Approaches Methods Instruments

Planning
Observational https://youtu.be/Hatmm84sqm0

Involves gathering primary data by

observing relevant people, actions and
situations.

Ethnographic research: sending observers to watch and

interact with consumers in their "natural environments"
https://youtu.be/3gxsu2Ikkio
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 Survey
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

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Ethical issues:
https://youtu.be/zZ3
l1jgmYrY

Experimental
- Is gathering primary data by selecting matched
groups of subjects, giving them different treatments,
controlling related factors and checking for differences
in group responses
- Is best for gathering causal information—cause-and-
effect relationships
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Scariest movies ever?
• https://www.forbes.com/sites/travisbean/20
20/10/17/what-is-the-scariest-movie-ever-we
ll-science-now-has-an-answer-to-that-questio
n/?sh=170e1a5256a2

• 50 people
• Over 100 hours of watching
scary movies
• Heart-rate monitors
 Discussion
Please discuss with your partners
• Tinder wants to open a new
dating app targeting teenagers
and young adults (above 18).
• In the first phase, it plans to
launch the app in universities
in HCMC. Once succeed, it will
move to Phase 2 and open the
app for more users.
 Discussion
Please discuss with your partners
• As part of its R&D department, you need to conduct the
research to gather information before the team can design
the app.
• Which research approach(es) will you use? Why?
 Primary Data Collection

Research Contact Research

Sampling Plan Implementation
Approaches Methods Instruments

Planning
Mail Telephone Personal Online

CONTACT METHODS
 Mail

Mail questionnaires: collect large amounts of information at a

low cost per respondent
- Honest answers, no bias interviewer/ moderator
- Not flexible (all respondents must answer the questions in the
same fixed order), longer time to complete, low response rates
=> other contact methods: online/ mobile phone surveys

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Telephone
Interviewing
Quick gathering of
information, flexibility, higher
response rate
High cost per respondent,
personal issues,
interviewer bias

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 Individual interviewing:
Personal talking with people in their
homes or offices, on the
interviewin street or in shopping malls
Flexible but costly
g Group interviewing

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 Group work
Interviewing
• Please prepare an interview guideline to
examine the dating habit of Gen Z and the
role of dating apps in their dating patterns
• One interviewer, one interviewee, one
observer
• Do the interview in 20 minutes

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Chapter 4- slide 31
Publishing as Prentice Hall
 Focus Groups
• Personal interviewing that involves inviting small groups of people
to gather for a few hours with a trained moderator to talk about a
product, service or organisation. The moderator focuses the
group discussion on important issues.
• Six to 10 people, with trained moderator(s)
• Challenges: Expensive; difficult to generalize from small group;
consumers not always open and honest

https://youtu.be/RBhpGHFVWfY
(movie scenes from "Mad Men")

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Online Research
Collecting primary data through Internet and mobile
surveys, online focus groups, consumer tracking,
experiments, online panels, brand communities, blogs
and social networks
Low cost, quick, interactive and engaging, easier to
complete and less intrusive => higher response rates
Reach hard-to-reach or busy customers
Difficult to know who participants are => can use opt-in
communities and respondent panels

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Virtual Shopping Experiments
https://youtu.be/IulJN9zFEWs
 Tracking customer online

Behavioural targeting: using online consumer tracking data

to target advertisements and marketing offers to specific
consumers
Social targeting: analysing individual online social
connections and conversations from social networking sites
Issues with consumer privacy
 Discussion
Please discuss with your partners
• Tinder wants to open a new
dating app targeting teenagers
and young adults (above 18).
• In the first phase, it plans to
launch the app in universities
in HCMC. Once succeed, it will
move to Phase 2 and open the
app for more users.
 Discussion
Please discuss with your partners
• As part of its R&D department, you need to conduct the
research to gather information before the team can design
the app.
• Which contact method(s) will you use? Why?
 Primary Data Collection

Research Contact Research

Sampling Plan Implementation
Approaches Methods Instruments

Planning
SAMPLING PLAN
 Sample
a segment of the population selected to
represent the population as a whole

Who is to be studied?
How many people should be studied?
How should the people be chosen?

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Probability Sample
Simple random
Every member of the population has a known and equal chance of
selection

Stratified random
The population is divided into mutually exclusive groups and random
samples are drawn from each group, e.g., dividing population based
on ages, and for each age "stratum", select a sample => your sample
will be the combined "samples" of all "strata"

Cluster
The population is divided into mutually exclusive groups, any of which
can be considered a representative sample, (geographical cluster
sampling) e.g., students at FPT as a cluster sample for university
students in District 9
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Non-Probability Sample
Convenience
The research selects the easiest population members

Judgment
The researcher uses their judgment to select population
members

Quota
The researcher finds and interviews a prescribed number
of people in each of several categories

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Primary Data Collection

Research Contact Research

Sampling Plan Implementation
Approaches Methods Instruments

Planning
 Discussion
Please discuss with your partners
• Tinder wants to open a new
dating app targeting teenagers
and young adults (above 18).
• In the first phase, it plans to
launch the app in universities
in HCMC. Once succeed, it will
move to Phase 2 and open the
app for more users.
 Discussion
Please discuss with your partners
• As part of its R&D department, you need to conduct the
research to gather information before the team can design
the app.
• How will you select the sample? What sampling method will
you use? Why?
RESEARCH INSTRUMENTS
 MARKETING RESEARCH INSTRUMENTS

Questionnaires Mechanical Instruments

Most common
Checkout scanners to record purchases
Flexible administration (by people,
phone or online) People meters (to TV)
Need careful wording Physiological measures (e.g.,
neuromarketing to track brains to
Can use closed-end or open-end analyse feelings and responses;
questions biometric measures such as heart
rates, sweat levels)

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Research Instruments—
Questionnaires
- 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
 Primary Data Collection

Research Contact Research

Sampling Plan Implementation
Approaches Methods Instruments

Planning
 Collect Information

Process Information

Analyze Information

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Education, Inc. Publishing as
Implementing
Prentice Hall
Reporting Findings to Managers

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Analyzing & Using
Marketing Information

Customer Relationship
Management
• Managing detailed information about individual customers and
carefully managing customer touch points to maximize customer
loyalty.
• Using sophisticated software and analysis tools that integrate
customer and marketplace information from all sources, analyse it
and apply the results to build stronger customer relationships.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Customer Touchpoints
Purchases
Sales force contacts
Service and support calls
Website visits
Satisfaction surveys
Credit and payment
interactions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research studies
 Big data and marketing analytics

• Marketing analytics: the analysis tools,

technologies by which marketers dig out
meaningful patterns in big data to gain
customer insights and gauge marketing
performance
 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
 Group work
Let's make a research plan
• Tinder wants to open a new
dating app targeting teenagers
and young adults (above 18).
• In the first phase, it plans to
launch the app in universities
in HCMC. Once succeed, it will
move to Phase 2 and open the
app for more users.

Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 56
Publishing as Prentice Hall
 Group work
Let's make a research plan
• As part of its R&D department, you need to conduct the
research to gather information before the team can design
the app.
• Please work in your group for 30 minutes to design a
research plan to present to the managers.
• What is the research approach? Contact methods? Sampling
plan? Research instruments? Analysis? Why do you do so?

Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 57
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 Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations (e.g., small
convenience sample with small budget,
online research)

International Market Research (e.g., diverse

markets, scarcity of good secondary data,
"unreachable" customers, cultural and
language differences)

Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 58
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 Other Marketing Information
Considerations

Public Policy and Ethics

• Customer privacy
• Misuse of research findings (e.g.,
misinterpretation of information due to
researchers' bias, misleading information)

Food for thoughts: How do you feel about your privacy with
online, phone, in-person, or mail surveys? Are some better
than others?
When might the questions feel like an invasion of privacy or
fraud?

Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 59
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 Assess information needs
MIS Other situations
Small businesses and
NPOs; international
Develop needed Analyse and use
information information marketing research

• Internal • Marketing Other issues

database analytics
• Market • CRM Public policy and
intelligence ethics, customer
• Marketing privacy and misuse of
research findings

Develop the Interpret and

• Research plan • Collect, process report
objectives e.g., and analyse
• Primary sources • Conclude and
exploratory,
descriptive and • Secondary report findings
causal sources

Define the Implement

problem the plan

Copyright © 2012 Pearson Education, Inc.

Chapter 4- slide 60
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 Next class preparation
• 1.What are the 5 brand personality traits (e.g., sincerity,
excitement, competence, sophistication, and
ruggedness)? Suwin, 7 members
• 2. What is Maslow's hierarchy of needs and how could
marketers apply it? Dreamscape, Nhóm của My
• 3. What are 4 types of buying decision behaviours (i.e.,
complex, dissonance-reducing, habitual and variety-
seeking buying behaviours)? Explain and give
examples Pass môn, Lục long

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Chapter 4- slide 61
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permission of the publisher. Printed in the United States of America.

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