Upload
kristopher-greer
View
214
Download
0
Tags:
Embed Size (px)
Citation preview
CCHAPTER HAPTER 44
Managing Marketing Managing Marketing InformationInformation
Copyright 2007, Prentice-Hall Inc. 4-2
Explain the importance of information to the company and its understanding of the marketplace.
Define the marketing information system and discuss its parts.
Outline the steps in the marketing research process.
Explain how companies analyze and distribute marketing information.
Discuss the special issues some marketing researchers face, including public policy and ethics issues.
Roadmap: Previewing the Concepts
Copyright 2007, Prentice-Hall Inc. 4-3
The Situation Firm began by offering
classically styled, high-quality leather handbags.
Women needed only two purses in brown or black.
Mid-1990s: sales slowed. Consumer preferences
changed as more women entered the workforce.
Designer bags made Coach’s look plain.
Research’s Role Method: Interviews 14,000
women annually. Watches trends for “market voids.”
Key research findings: 1) desire for “fashion pizzazz” in handbags. 2) “Usage voids.”
New products are created to fill voids (wristlets, fabric bags, Signature line, etc.).
Sales & earnings grow.
COACHCOACH – Research Revamps Strategy – Research Revamps Strategy
Copyright 2007, Prentice-Hall Inc. 4-4
Companies need information about their:– Customer’s needs– Marketing environment– Competition
Marketing managers do not need more information, they need better information.
The Importance of Marketing Information
Copyright 2007, Prentice-Hall Inc. 4-5
Information Overload
“In this oh so overwhelming information age, it’s all too easy to be buried, burdened, and burned out by data overload.”
Copyright 2007, Prentice-Hall Inc. 4-6
Marketing Information System
An MIS consists of people, An MIS consists of people, equipment, and procedures to equipment, and procedures to
gather, sort, analyze, and gather, sort, analyze, and distribute needed, timely, and distribute needed, timely, and
accurate information to accurate information to marketing decision makers.marketing decision makers.
Copyright 2007, Prentice-Hall Inc. 4-7
Figure 4-1The Marketing Information System
Copyright 2007, Prentice-Hall Inc. 4-8
A good MIS balances the information users would like against what they need and what is feasible to offer.
Sometimes the company cannot provide the needed information because it is not available or due to MIS limitations.
Have to decide whether the benefits of more information are worth the costs.
Marketing Information Systems
Copyright 2007, Prentice-Hall Inc. 4-9
Internal Databases: Electronic collections of information obtained from data sources within the company.
Marketing Intelligence: Systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.
Marketing Research: Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Sources of Marketing Information
Copyright 2007, Prentice-Hall Inc. 4-10
At right is an example of the fields tracked by an internal sales database.
Pick any firm.
What custom fields should be added in order to enhance the database for research purposes?
Let’s Talk!
Copyright 2007, Prentice-Hall Inc. 4-11
Marketing Intelligence
ProductScan Online leverages the power of the Internet to provide subscribers with access to a huge database featuring intelligence related to NEW consumer packaged goods.
Marketing in Action
productscan.com
Copyright 2007, Prentice-Hall Inc. 4-12
Marketing Research
Greenfield Online provides a variety of marketing research services.
Visit the Web site to take a survey, join a consumer research panel, or to learn more.
Marketing in Action
http://www.greenfield.com/programmingservices.htm
Copyright 2007, Prentice-Hall Inc. 4-13
Figure 4-2The Marketing Research Process
Copyright 2007, Prentice-Hall Inc. 4-14
Exploratory Research:– Gathers preliminary information that will help
define the problem and suggest hypotheses.
Descriptive Research:– Describes things (e.g., market potential for a
product, demographics and attitudes).
Causal Research:– Tests hypotheses about cause-and-effect
relationships.
Defining Problem and Objectives
Copyright 2007, Prentice-Hall Inc. 4-15
Includes:– Determining the exact information needed.– Developing a plan for gathering it efficiently.– Presenting the written plan to management.
Outlines:– Sources of existing data– Specific research approaches– Contact methods– Sampling plans– Instruments for data collection
Developing the Research Plan
Copyright 2007, Prentice-Hall Inc. 4-16
Secondary Data
Information that already exists somewhere:– Internal databases– Commercial or
syndicated data services
– Government sources– Published sources
(newspapers, magazines, etc.)
Key sources of secondary data found on the Web:– Media data:
ACNielsen, Arbitron, Nielson, Interactive Advertising Bureau
– Government data:Census, FTC, SBA
– Consumer data:SMRB, ComScore
Copyright 2007, Prentice-Hall Inc. 4-17
Marketing in Action
One portion of the census site allows marketers to build profiles of geographic regions on a state, county, and/or city level.
Census Data Provides Demographic Profiles
Census.gov
Copyright 2007, Prentice-Hall Inc. 4-18
Advantages:– Available more quickly and at a lower cost than
primary data.– May provide data the company cannot secure
on its own.
Potential Problems:– Desired information may not exist.– Not all information found is usable.
Carefully evaluate information to be certain it is relevant, accurate, current, and impartial.
Pros and Cons of Secondary Data
Copyright 2007, Prentice-Hall Inc. 4-19
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
Primary Data
Copyright 2007, Prentice-Hall Inc. 4-20
The gathering of primary data by observing relevant people, actions, and situations.
Ethnographic research:– Observation in a
“natural environment”
Mechanical observation:– People meters– Checkout scanners
Observational Research
Wild Planet uses ethnographic research to learn more about the children that they target.
Video Snippet
Copyright 2007, Prentice-Hall Inc. 4-21
Marketing in Action
Many restaurants, retail stores, and other service-oriented businesses use mystery shoppers – a type of observational research – to evaluate the quality of customer service and aspects of the facilities.
Learn more:
myshoppingjobs.com
Observational Research
Copyright 2007, Prentice-Hall Inc. 4-22
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 behavior.
Survey Research
Copyright 2007, Prentice-Hall Inc. 4-23
Marketing in Action
Surveys can help marketers to understand attitudes.
Survey Research
Copyright 2007, Prentice-Hall Inc. 4-24
Tries to explain cause-and-effect relationships.
Involves:– selecting matched groups of subjects – giving different treatments – controlling unrelated factors– checking differences in group responses
Experimental Research
Copyright 2007, Prentice-Hall Inc. 4-25
Mail Survey Pros:– Can collect large amounts of information at a
relatively low cost per respondent.– Generates more truthful responses than phone
interviews.– Improved validity (no interviewer bias).
Mail Survey Cons:– Not flexible; study takes longer to finish.– Low response rate.– Little control over sample.
Primary Data Collection Methods
Copyright 2007, Prentice-Hall Inc. 4-26
Primary Data Collection Methods
Phone Surveying Pros:– Gathers information fast.– Greater flexibility than
mail surveys.– Good response rates.– Strong sample control.
Phone Surveying Cons:– Higher costs than mail.– Interviewer effects exist.– Limited quantity of data
can be collected.
Copyright 2007, Prentice-Hall Inc. 4-27
Individual & Group Interviewing Pros:– Highly flexible method that can gather a
great deal of data from a respondent.– Good control of sample, speed of data
collection, and response rate.
Individual & Group Interviewing Cons:– High cost per respondent.– Highly subject to interviewer bias and
related interviewer effects.
Primary Data Collection Methods
Copyright 2007, Prentice-Hall Inc. 4-28
Online Marketing Research:– Includes surveys, experiments, and focus
groups conducted over the Internet.– The least expensive and quickest way to
gather information.– Offers excellent control over sample.– Good flexibility & response rates; able to
collect a fair amount of information.– Some forms prone to interviewer effects.
Primary Data Collection Methods
Copyright 2007, Prentice-Hall Inc. 4-29
Sample: segment of the population selected to represent the population as a whole.
Sampling requires three decisions:– Who is to be surveyed?
Sampling unit – How many people should be surveyed?
Sample size– How should the people in the sample be chosen?
Sampling procedure
Probability vs. nonprobability samples
Sampling Plan
Copyright 2007, Prentice-Hall Inc. 4-30
Primary Data Collection
Mechanical research instruments:
– People meters (see image shown at left)– Supermarket scanners– Galvanometer– Eye Cameras
Copyright 2007, Prentice-Hall Inc. 4-31
Collecting the data– Most expensive phase– Subject to error
Processing the data– Check for accuracy– Code for analysis
Analyzing the data– Tabulate results
Implementing the Research Plan
Copyright 2007, Prentice-Hall Inc. 4-32
Interpret the findings
Draw conclusions Report to
management– Present findings
and conclusions that will help decision making.
Interpreting and Reporting Findings
Copyright 2007, Prentice-Hall Inc. 4-33
Analyzing Marketing Information
Customer Relationship Customer Relationship ManagementManagement
Managing detailed information Managing detailed information about customers and carefully about customers and carefully
managing “customer touch points” managing “customer touch points” in order to maximize customer in order to maximize customer
loyalty.loyalty.
Copyright 2007, Prentice-Hall Inc. 4-34
Routine information for decision making
Nonroutine information for special situations
Intranets Extranets
Distributing and Using Marketing Information
demo.silverscan.com
Copyright 2007, Prentice-Hall Inc. 4-35
Marketing research in small businesses and nonprofit organizations
International marketing research Public policy and ethics in marketing
research– Consumer privacy – Misuse of research findings
Other Marketing Research Considerations
Copyright 2007, Prentice-Hall Inc. 4-36
Let’s Talk!
Video mining – analyzing video tape of consumers secretly obtained without their knowledge using computer software – is growing in prevalence.
How do you feel about this technique? Would its use prevent you from shopping at a store? How could the information be used unethically?
Copyright 2007, Prentice-Hall Inc. 4-37
Code of Ethics
Ethical firms should follow the CASRO’s standards.
Marketing in Action
www.casro.org
Copyright 2007, Prentice-Hall Inc. 4-38
Explain the importance of information to the company and its understanding of the marketplace.
Define the marketing information system and discuss its parts.
Outline the steps in the marketing research process.
Explain how companies analyze and distribute marketing information.
Discuss the special issues some marketing researchers face, including public policy and ethics issues.
Rest Area: Reviewing the Concepts