04

Marketing
Information

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Learning Objectives
 Gaining Insights
- The process of discovering buyers’ needs and wants

- To gain good customer insights, marketers must

effectively manage marketing information from a
wide range of sources.

- Insights result from better marketing information,

rather than more information.

- Big data

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Marketing Information
System
 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
Internal
Databases
Databases

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 Intelligence

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 Marketing Research
the systematic design,
collection, analysis, and
reporting of data relevant to a
specific marketing situation

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MARKETING RESEARCH
PROCESS
 Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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 Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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

 Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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

 Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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 RESEARCH PLAN

MARKETING What info do How will it be What is the

PROBLEM we need? obtained? budget?

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 Research Options
SECONDARY PRIMARY
Observational

Ethnographic

Survey

Experimental

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 Data Sources
Collected for
Already on-hand a different
purpose

Secondary
Data
Easy and cheap Risks of being
inaccurate, old,
irrelevant
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 Data Sources
Collected for new Tailored to new
research plan problem

Primary
Data
Costly Takes time

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Observational

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Ethnographic

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 Survey

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Experimental
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 Contact Methods

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Mail
 Telephone

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Personal

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 Personal-Focus Groups
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 Online Research

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 Sample
a segment of the population selected to
represent the population as a whole

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Probability Sample

Simple random

Stratified random

Cluster

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Non-Probability Sample
Convenience

Judgment

Quota

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 MARKETING RESEARCH INSTRUMENTS

Questionnaires Mechanical Instruments

Most common Checkout scanners
Flexible administration People meters
Need careful wording Physiological measures
Can use closed-end or
open-end questions

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 Implementing
Collect Information

Process Information

Analyze Information

Interpret Findings

Draw Conclusions

Report to Management
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Education, Inc. Publishing as
Prentice Hall
Analyzing/Using Information

Customer
Relationship
Management

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 Customer Touchpoints
Purchases
Sales force contacts
Support calls
Website visits
Satisfaction surveys

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 Marketing analytics

Consists of the analysis

tools, technologies, and
processes used to dig out
meaningful patterns in big
data to gain customer
insights and gauge
marketing performance.
Reporting Findings to Managers

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 Distributing & Using
Marketing Information
• The MIS must make the information
available to managers
– Regular reports and updates
– Nonroutine information for special situations
and on-the-spot decisions
• Use company intranets and extranets to
facilitate this process
 Other marketing information
considerations
• Marketing research in small businesses and
nonprofit organizations
• International marketing research
• Public policy and ethics in marketing
research
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall