pe understand data collection-collection methods to evaluate their appropriateness for the research...

SEM1 2.04A - MARKETING INFORMATION

MANAGEMENT PE – Understand data collection-

collection methods to evaluate their appropriateness for the research problem/issue.

PI – Explain sources of secondary sport/event information

VOCABULARY REVIEW (2.03)Estimate Prediction

Marketing InformationFact

SOURCES OF DATAa. Primary Sources

Primary sources are original materials

Examples: Interviews Newspaper articles Focus Groups Polls & Surveys Sampling

b. Secondary Sources Information generated

after reviewing primary data

Conclusions you make from primary data

Examples: Reports Summary Recommendations

SOURCES OF DATAc. Internal Within organization

info Sales Records Accounting Records Communication

within the organization (Complaints/Praise)

d. ExternalOutside organization info Census Reports Public Libraries State Agencies Chamber of

Commerce

TYPES OF DATA - INTERNAL REPORTS

i. Request and Complaint Reports - A record of customers and the product(s) that they requested, along with records of complaints made by customers.ii. Lost Sales Reports – returns, damages or refusalsiii. Call Report - records of sales people’s meeting or contact with customersiv. Activity Report - reports requiring salespeople to provide details (such as number of calls made, new accounts opened, displays arranged, dealer sales meetings attended and so on) as a measure of their activity in a given sales period.

TYPES OF DATA - EXTERNAL REPORTS

i. All marketing information (internal & external) must be objective & accurate data collected in an organized & systematic mannerii. Types

1. Customer 2. Marketing mix 3. Business Environment

DATA - CUSTOMER INFORMATION Age Gender Income Education Family size Home

ownership Address Occupation How money

is spent Attitudes Primary

needs Product

purchases Purchase

frequency Brand

preferences

Information needs

Media preferences

Shopping behavior

Feedback Expectatio

ns

DATA - MARKETING MIX (4 P’S)

a. Data can be used to determine your Marketing Mix

b. Product i. Basic Product Type ii. Product Features iii. Good or Service iv. Packagingc. Price i. Credit Choice ii. Discounts iii. Marketd. Place i. Distribution ii. Selling Locationse. Promotion i. Promotion Methods ii. Promotion Timing

DATA - BUSINESS ENVIRONMENTa. Type of competition – direct/indirect/priceb. Competitors’ strengths & strategies - visit them to gain data - use mystery shopperc. Economic conditionsd. Government

policies e. New technologyf. Consumer protectiong. Ethical issuesh. Tax policies i. Proposed laws j. International markets k. Risk Management

“WE DO” – CHECK FOR UNDERSTANDING1. To know what web sites and advertisements visitors see, sports and event e-marketers would check A. text files. B. direct delivery programs. C. clickstream data D. Internet service providers.

ANSWER1. To know what web sites and advertisements visitors see, sports and event e-marketers would check A. text files. B. direct delivery programs. C. clickstream data D. Internet service providers

QUESTION2. A sport/event organization that wants to obtain information about the population in a certain geographic location might use

A. government sources. B. telephone surveys. C. primary databases. D. personal questionnaires.

ANSWER2. A sport/event organization that wants to obtain information about the population in a certain geographic location might use

A. government sources. B. telephone surveys. C. primary databases. D. personal questionnaires

QUESTION3. Which of the following is a secondary source of sport/event information:

A. Personal interviews B. Computerized surveys C. Accounting recordsD. Demographic reports

ANSWER3. Which of the following is a secondary source of sport/event information:

A. Personal interviews B. Computerized surveys C. Accounting recordsD. Demographic reports

“YOU DO” 2.04 Activity 1: Game Notes 2.04 Activity 2: Data Sources Quiz tomorrow