Chapter 4:
Managing Marketing
Information to Gain
Customer Insights
PRESENTED BY:1. MAS RAIHANA AHMAD NASSIR
2. FILZAH HUSNA BINTI RIZAL
Marketing Infromation and Customer
Insights
Customer Insights
its to understand customers
to the core and give them
what they need.
Marketing Infromation
System(MIS)
consists of people and
procedures for assessing
informational needs,
developing the needed
information and helping
decision makers to use the
information to generate and
validate actionable customer
and market insights.
The Marketing Information System
Assessing Marketing Information Needs
MIS primarily serves the company's marketing and other
managers but it may also provide information to external
partners (Suppliers, reseller or marketing service
agencies)
Good MIS balances the information users would like to
have againts what they really need and what is feasible to
offer
Developing Marketing Infromation
Internal
data
Marketers
can obtain
information
from:
Marketing
research
Marketing
Intelligenc
e
Developing Marketing Infromation
1) Internal Data
Internal databases - electronic collections of consumer
and market information obtained from data sources within
the company network.
Advantages
can be accessed more
quickly.
Low cost
Disadvantages
Incomplete or in wrong form
Data aged quickly
require highly sophisticated
equipment and techniques.
Developing Marketing Infromation
2) Marketing Intelligence
Marketing Intelligence is the systrmatic collection
and analysis of publicly available information about
consumers, competitiors and developments in the
marketplace.
Goal : to improve strategic decison making by
understanding the consumer environment, assessing and
tracking competitor's actions and providing early
warnings of opportunities and threats.
Developing Marketing Infromation
2) Marketing Intelligence
Techniques : Sent out teams of trained observers to mix and mingle with
customers.
Routinely monitor consumers' online chatter
Actively monitor competitors' activities- early warning
i. collect it from people inside, suppliers, resellers and key
customers
ii.through intelligence information (annual report, web pages,
show exhibit)
iii.Online database (European Patent Office)
Marketing Research
3. Marketing Research
Marketing research is a systematic design, collection,
analysis and reporting of data relevant to a spesific
market situationfacing an organization.
*give marketers insights into customer motivations,
purchase behavior and satisfaction.
Marketing Research
Steps in Marketing Research
Defining the
problem and
reseach
objectives
Developing
the research
plan for
collecting
information
Implementing
the research
plancollecting and
analyzing data
Interpreting
and
reporting
the findings
Marketing Research
1) Defining the problem and research
abjectives
Types of Objectives: exploratory research
descriptive research
causal research
Marketing Research
2) Developing the research plan for collecting
information
Research plan outlines sources of existing data and
spells out the specific research approaches, contact
methods, sampling plans and instruments that
researchers will use to gather new data.
*to meet the manager's information needs, the research
plan can call for gathering secondary data, primary
data or both.
Marketing Research
Secondary Data
consist of information
that already exists
somewhere, having
been collected for
another purposes.
Primary Data
consists of information
collected for the
spesific purpose at
hand.
Marketing Research
Gathering Secondary Data
Usually start with company's internal database
companies can buy secondary data reports from outside
suppliers
use commercial online databases
web search engines
Advantages
can be obtained more quickly
lower cost
Provide data that an individual
company cannot collect on its
own- too expensive
Disadvantages
the needed information may
not exist
it must be relevant, accurate,
current and impartial
Marketing Research
Contact
methods
Research
approaches
Sampling
plan
Primary
Data
Collection
Research
instruments
Marketing Research ;
Research Approaches
Observational research
Involves gathering primary data by observing relevant people, actions and
situations.
Ethnographic research
Involves sending trained observers to watch and interact with consumers in their
natural habitat.
Survey research
The most widely used method for primary data collection, is the approach best
suited for gathering descriptive information for recognizing peoples knowledge,
attitudes, preferences or buying behaviour.
Flexible many different kinds of information in many different situations
People can be unable to answer or unwilling to respond
Gives misleading or pleasing answers
Privacy concerns
Experimental research
Best suited for gathering causal information.
Involves selecting matched groups of subjects, giving them different treatments,
controlling related factors and checking for differences in group responses [causeand-effect relationships]
Marketing Research ;
Contact Methods
Mail questionnaires
Telephone interviewing
Personal interviewing
Group interviewing
Mail,
telephone
and personal
interviewing
Focus group
interviewing
Online focus
groups
Online
marketing
research
Marketing Research ;
Contact Methods
Personal interviewing that
involves inviting 6 to 10
people to gather for a few
hours with a trained
interviewer to talk about a
product, service or
organization.
The interviewer focuses
the discussion
Mail,
telephone
and personal
interviewing
Focus group
interviewing
Online focus
groups
Online
marketing
research
Marketing Research ;
Contact Methods
Focus group
interviewing
Mail,
telephone
and personal
interviewing
Online Collecting primary data online
marketingthrough internet surveys, online
research focus groups, web-based
experiments, or tracking
consumers online behaviour.
Online focus
groups
Marketing Research ;
Contact Methods
Marketing Research ;
Sampling Plan
Marketing Research ;
Sampling Plan
Marketing Research ;
Research Instruments
Marketing Research ;
Implementing the Research Plan
Marketing Research ;
Interpreting and Reporting the Findings
Interpret the findings, draw conclusions and
report them to management.
Present important findings and insights for
decision making.
Researchers need to work closely with marketers
in interpreting the findings.
Analyzing Marketing Information;
Customer Relationship Management (CRM)
CRM consists of sophisticated software and
analytical tools that integrate customer
information from all sources, analyze it in depth,
and apply the results to build stronger customer
relationships
To manage detailed information about
individual customers and carefully manage
customer touch points in order to maximize
customer loyalty.
Analyzing Marketing Information;
Customer Relationship Management (CRM)
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
Other Marketing Information Considerations
Marketing Research in Small Business and
Nonprofit Organizations
Need information about their industry,
competitors, potential customers and reactions
to new offers
Must track changes in customer needs and
wants, reactions to new products and changes in
the competitive environment
Other Marketing Information Considerations
Marketing Research in Small Business and Nonprofit
Organizations
Sources of marketing information:
Observing their environment
Monitoring competitor advertising
Evaluating customer mix
Visiting competitors
Conducting informal surveys
Conducting simple experiments
Other Marketing Information Considerations
Marketing Research in Small Business and
Nonprofit Organizations
Sources of marketing information:
Secondary data
Trade associations
Chambers of Commerce
Government agencies
Media
Other Marketing Information Considerations
International marketing research
Additional and different challenges:
o Level of economic development
o Culture
o Customs
o Buying patterns
o Difficulty in collecting secondary data
o Hard-to-reach respondents
Other Marketing Information Considerations
Public policy and ethics in marketing
research
Intrusions on consumer privacy
Consumer resentment
Misuse of research findings
