copyright © 2007 pearson education canada 5-1 chapter five managing marketing information with...
TRANSCRIPT
Copyright © 2007 Pearson Education Canada5-1
Chapter FiveManaging Marketing
Information
With Duane Weaver
OUTLINE• Importance of Info• Assessing Info Needs• Data Gathering Techniques• The Research Process• Types of Data
– Secondary– Primary
• Sampling• CRM• Research Issues
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The Importance of Information
• Companies need information about their:– Customer needs.– Marketing environment.– Competition.
• Marketing managers do not need more information, they need better information.
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Assessing Information Needs
• A good MIS (Marketing Information System) balances the information users would like against what they really need and what is feasible to offer.
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Data Gathering Techniques• Internal data.
– Internal information that the various departments already have.
• Marketing intelligence.– Information that can be gathered from
public or legally available sources.
• Marketing research.– Specific information gathered to answer a
specific question.
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Market Research Process• Define the problem.
• Set the research objectives.
• Develop a research plan.
• Implement the marketing research plan.
• Analyze and interpret the data.
• Report the findings.
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Types of Marketing Research• Exploratory research.
– To gather preliminary information.– Primary or secondary data.
• Descriptive research.– To describe marketing situations or markets.– Surveys, observational studies.
• Causal research.– To experiment with cause-and-effect relationships.
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Types of Data• Secondary.
– Data or information that has been gathered and published by other parties.
– Publications, websites, directories.
• Primary.– Data or information that is gathered directly
from the subjects of the research.– Interviews, focus groups, observation,
surveys, experiments.
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Gather Secondary Data• Information that already exists
somewhere.– Internal databases.– Commercial data services.– Government sources.
• Available more quickly and at a lower cost than primary data.
• Must be relevant, accurate, current and impartial.
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Sources of Secondary Data• Government publications.
– Statistics Canada, Strategis.
• Periodicals and books.– Trade directories, indexes and industry surveys.
• Commercial data services.– Collections of business research articles.– Industry and scanner data.
• International data.– Euromonitor, GMID, U.N. Statistical Yearbook
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Sources of Secondary Data• Internet data sources
– Huge amount of data available online, not all of it trustworthy.
– Search engines.– Industry websites.
• www.environics.ca • www.census.gov • www.demographics.com • www.canoe.ca • www.ecola.com/news • www.strategymag.com • www.brint.com
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Primary Data Collection• Consists of information collected for the
specific purpose at hand.• Must be relevant, accurate, current and
unbiased.• Must determine:
– Research approach.– Contact methods.– Sampling plan.– Research instruments.
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Primary -Observational Research
• The gathering of primary data by observing relevant people, actions and situations.
• Ethnographic research.– Observation in “natural environment.”
• Mechanical observation.– People meters.– Checkout scanners.
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Primary - Survey Research
• Most widely used method for primary data collection.
• Approach best suited for gathering descriptive information.
• Can gather information about people’s knowledge, attitudes, preferences or buying behaviour.
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Primary - Experimental Research
• Tries to explain cause-and-effect relationships.
• Involves:– Selecting matched groups of subjects. – Giving different treatments.– Controlling unrelated factors.– Checking differences in group responses.
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Sampling• Sample.
– A segment of the population selected to represent the population as a whole.
• Sample unit.– Who is to be surveyed?
• Sample size.– How many people should be surveyed?
• Sampling procedure.– How should those surveyed be chosen?
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Primary Research Instruments
Mechanical:– People meters.– Supermarket
scanners.– Galvanometer.– Eye cameras.– Computers.
Questionnaires:– What questions to
ask.– Form of each
question.• Closed-ended.• Open-ended.
– Wording.– Ordering.
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CRM Systems• Customer Relationship Management.
– Software that gathers, stores and analyzes individual customer information.
– All departments view the customer through a single “window.”
– Correlates disparate information to find marketing opportunities.
– Provides an integrated view of the company to the customer.
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Research Issues • Small businesses and non-profit
organizations lack research resources.• International marketing information can
be difficult and costly to obtain.• Competitive information often difficult to
obtain ethically.• Public policy issues.
– Intrusions on consumer privacy.– Misuse of research findings.