I t ’s good and
good for you
Chapter Four
Managing Marketing Information to
Gain Customer Insights
Copyright © 2012 Pearson Education, Inc.
Chapter 4- slide 1
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Learning Objectives
Topic Outline
• Marketing Information and Customer Insights
(p98-100)
• Assessing Marketing Information Needs (p100)
• Developing Marketing Information (P100-102)
• Marketing Research (p103-119)
• Analyzing and Using Marketing Information
(p119-121)
• Other Marketing Information Considerations
(P121-126)
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Chapter 4- slide 2
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Marketing Information and
Customer Insights
Customer Insights are:
• Fresh and deep insights into customers needs
and wants
• Difficult to obtain
– Not obvious
– Customer’s unsure of their behavior
• Better information and more effective use of
existing information
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Marketing Information and
Customer Insights
Customer Insights
• Customer insights teams:
– Include all company
functional areas
– Collect information from a
wide variety of sources
– Use insights to create more
value for their customers
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Chapter 4- slide 4
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Marketing Information and
Customer Insights
Marketing Information Systems (MIS)
Marketing Information System (MIS)
consists of people and procedures
for:
– Assessing the information needs
– Developing needed information
– Helping decision makers use the information
for customer
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Chapter 4- slide 5
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Marketing Information System
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Chapter 4- slide 6
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Assessing Marketing Information
Needs
MIS provides information to the company’s
marketing and other managers and external
partners such as suppliers, resellers, and
marketing service agencies
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Chapter 4- slide 7
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Assessing Marketing
Information Needs
Characteristics of a Good MIS
• Balancing what the information users
would like to have against what they need
and what is feasible to offer
User’s
Needs
MIS
Offerings
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Chapter 4- slide 8
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Developing Marketing Information
Marketers obtain information from
Internal data
Marketing intelligence
Marketing research
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Chapter 4- slide 9
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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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Chapter 4- slide 10
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Developing Marketing Information
Competitive Marketing Intelligence
The systematic collection and analysis of publicly available
information about consumers, competitors and
developments in the marketplace
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Chapter 4- slide 11
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Chapter 4- slide 12
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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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Chapter 4- slide 13
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Developing Marketing Information
Steps in the Marketing Research Process
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Chapter 4- slide 14
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Developing Marketing Information
Marketing Research
Defining the Problem and Research Objectives
Exploratory research
Descriptive research
Causal research
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Chapter 4- slide 15
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Developing Marketing Information
Marketing Research
Developing the Research Plan
• Outlines sources of existing data
• Spells out the specific research approaches,
contact methods, sampling plans, and
instruments to gather data
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Chapter 4- slide 16
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Developing Marketing Information
Marketing Research
Written Research Plan Includes:
Management problem
Research objectives
Information needed
How the results will help
management decisions
Budget
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Chapter 4- slide 17
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Developing Marketing Information
Marketing Research
Developing the Research Plan
Secondary data consists of information that
already exists somewhere, having been
collected for another purpose
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Chapter 4- slide 18
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Chapter 4- slide 19
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Developing Marketing Information
Secondary Data
Advantages Disadvantages
Cost Not updated
Speed Irrelevant
Scales Inaccuracy
Impartial
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Chapter 4- slide 20
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Developing Marketing Information
Marketing Research
Developing the Research Plan
Primary data consists of information
gathered for the special research plan
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Chapter 4- slide 21
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Developing Marketing Information
Marketing Research
Planning Primary Data
Collection
Research
approaches
Contact methods
Sampling plan
Research
instruments
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Chapter 4- slide 22
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Developing Marketing Information
Market 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
environment
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Chapter 4- slide 23
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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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Chapter 4- slide 24
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Developing Marketing Information
Market Research
Research Approaches
Experimental research is best for gathering
causal information—cause-and-effect
relationships
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Chapter 4- slide 25
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Developing Marketing Information
Strengths and Weakness of Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of data Good Fair Excellent Good
collected
Control of Excellent Fair Poor Fair
interviewer
effects
Control of Fair Excellent Good Excellent
sample
Speed of data Poor Excellent Good Excellent
collection
Response rate Poor Poor Good Good
Cost Good Fair Poor Excellent
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Chapter 4- slide 26
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Developing Marketing Information
Marketing Research
Contact Methods
• Focus Groups
– Six to 10 people
– Trained moderator
– Challenges
• Expensive
• Difficult to generalize from small group
• Consumers not always open and honest
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Chapter 4- slide 27
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Developing Marketing Information
Marketing Research
Contact Methods
Online
Internet Online
marketing
surveys panels
research
Online
Online Click-stream
focus
experiments data
groups
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Chapter 4- slide 28
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Developing Marketing Information
Marketing Research
Online Research
Advantages
• Low cost
• Speed
• Higher response rates
• Good for hard to reach groups
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Chapter 4- slide 29
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Developing Marketing
Information
Question
• Among the following research which one is
secondary, which one is primary ?
- Reports from a marketing research agency
- Customer satisfaction survey ran by the
company
- The national consensus
- Direct interview with a group of customers
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Chapter 4- slide 30
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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 studied?
– How many people should be studied?
– How should the people be chosen?
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Chapter 4- slide 31
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Developing Marketing Information
Marketing Research Sampling Plan – Types of Samples
Probability Sample
Simple random sample Every member of the population has a known and
equal chance of selection
Stratified random The population is divided into mutually exclusive
sample groups and random samples are drawn from each
group
Cluster (area) sample The population is divided into mutually exclusive
groups and the researcher draws a sample
Nonprobability Sample
Convenience sample The research selects the easiest population members
Judgment sample The researcher uses their judgment to select
population members
Quota sample The researcher finds and interviews a prescribed
number of people in each of several categories
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Chapter 4- slide 32
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Developing Marketing Information
Marketing Research
Research Instruments
Questionnaires
• Most common
• Administered in person, by phone,
or online
• Flexible
• Research must be careful with
wording and ordering of questions
Copyright © 2012 Pearson Education, Inc.
Chapter 4- slide 33
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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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Chapter 4- slide 34
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Developing Marketing Information
Marketing Research
Research Instruments
Checkout
scanners
People Neuro-
meters marketing
Mechanica
l devices
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Chapter 4- slide 35
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Developing Marketing Information
Marketing Research
Implementing the Research Plan
Collecting the information
Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
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Chapter 4- slide 36
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Analyzing and Using Marketing
Information
Customer Relationship Management (CRM)
Managing detailed information about
individual customers and carefully
managing customer touch points to
maximize customer loyalty.
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Chapter 4- slide 37
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Analyzing and Using Marketing
Information
Customer Relationship Management
Touchpoints
Service and
Customer Sales force Web site
support
purchases contacts visits
calls
Credit and
Satisfaction Research
payment
surveys studies
interactions
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Chapter 4- slide 38
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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
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Chapter 4- slide 39
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Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations
International Market Research
Public Policy and Ethics
• Customer privacy
• Misuse of research findings
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Chapter 4- slide 40
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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.
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Copyright © 2012 Pearson Education, Inc.
Chapter 4- slide 41
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