Managing
Marketing
CHAPTER FOUR Information to Gain
Customer Insights
Developing Marketing Information
Marketers obtain information from
Chapte
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DEVELOPING MARKETING
INFORMATION
Internal Data
Internal databases are electronic
collections of consumer and market
information obtained from data sources
within the company network
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DEVELOPING MARKETING
INFORMATION
Marketing Intelligence
Marketing intelligence is the systematic
collection and analysis of publicly available
information about consumers,
competitors, and developments in the
marketplace
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DEVELOPING MARKETING
INFORMATION
Marketing Research
• Marketing research is the systematic
design, collection, analysis, and
reporting of data relevant to a specific
marketing situation facing an
organization
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DEVELOPING MARKETING
INFORMATION
Marketing Research
Developing the Research Plan
Secondary data consist of information
that already exists somewhere, having
been collected for another purpose
Primary data consist of information
gathered for the special research plan
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DEVELOPING MARKETING
INFORMATION
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DEVELOPING MARKETING
INFORMATION
Market Research
Research Approaches
Survey research 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
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DEVELOPING MARKETING
INFORMATION
Marketing Research
Contact Methods
• Focus Groups
– Six to 10 people with a
trained moderator
– Challenges
• Expensive
• Difficult to generalize from
small group
• Consumers not always open
and honest
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DEVELOPING MARKETING
INFORMATION
Marketing Research
Contact Methods
Chapte
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DEVELOPING MARKETING
INFORMATION
MARKETING
RESEARCH
ONLINE
RESEARCH
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DEVELOPING MARKETING
INFORMATION
Marketing Research
Sampling Plan
Sample is a segment of the population
selected for marketing research to
represent the population as a whole
– Who is to be surveyed?
– How many people should be surveyed?
– How should the people be chosen?
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Developing Marketing Information
Marketing Research
Research Instruments
Chapte
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DEVELOPING MARKETING
INFORMATION
Marketing Research
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
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Developing Marketing Information
Marketing Research
Implementing the Research Plan
Chapte
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