Copyright © 2007 Pearson Education Canada 5-1 Chapter Five Managing Marketing Information With Duane Weaver

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



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.


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.


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.


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.


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.


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.


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.


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


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


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.


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.


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.


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.


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?


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.


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.


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.


Thank You!

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Copyright © 2007 Pearson Education Canada 5-1 Chapter Five Managing Marketing Information With Duane Weaver