MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS
Developing marketing
information
Marketers obtain information from
Internal data
Marketing intelligence
Marketing research
Step in the Marketing Research Process
Defining the problem and research objectives
Developing the research plan for collecting information
Implementing the research plan-collecting
and analyzing the data
Interpreting and reporting the findings
Defining the Problem and Research Objectives
Exploratory research
Descriptive research
Causal research
Developing the Research Plan
Secondary data
Commercial online databases
Primary data
Planning Primary Data Collection
Research approaches
Observational research
Ethnographic research
Survey research
Experimental research
Contact methods
Focus GRoups (6 to 10 people)
Online
Internet surveys
Online experiments
Sampling plan
Probability sample
Nonprobability sample
Research instruments
Questionnaires
Closed-end
Open-end
Mechanical devives
People meters
Checkout scanners
Neuromarketing
Written Research Plan includes
Management problems
Research objectives
Information needed
How the results will help
management decisions
Budgets
Implementing the Research Plan
Collecting the information
Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
Analyzing and using
marketing information
Customer Relationship Management (CRM)
Touch points
Customer purchases
Sales force contacts
Servives and supports call
Website visits
Satisfication surveys
Credits and payment interactions
Research studies
Other marketing
information cosiderations
Marketing research in small businesses
and nonprofit organizations
International market research
Public policy and ethnics
Customer privacy
Misuse of
Marketing information and
customer insights
Customer Insights
Fresh and deep insights
Difficult to obtain
Better information and more effective
Marketing Information
Systems (MIS)
Assessing the information needed
Developing needed information
Helping decission makers use
the information for customer
Assessing marketing
information needs
Characteristics of a Good MIS