MANAGING MARKETING INFORMATION TO GAIN CUSTOMERS INSIGHTS

Management problem

Research objectives

Information needed

How the result will help management decisions

Budget

Secondary Data

Information that already exists somewhere, having been collected for another purpose

Advantages

cost, Speed, Could not get data otherwise

Disadvantages

Current, Relevant, Accuracy, Impartial

Information gathered for the special research plan

Planning primary data collection

Research approaches, Contact menthods, Sampling plan, Research Instruments

Managing detailed information about individual customers and carefully manging customer touch points to maximize customer loyalty

Customers purchases, Sales force contacts, Service and support calls, Website visits, Satisfaction surveys, Credit and payment interactions, Research studies

Collect information from a wide variety of sources

Use insights to create more value for their customers

Assessing the information needs

Developing needed information

Helping decision makers use the information for customer

Internal Data

Electronic collection of consumers and market information obtained from data sources within the company

Marketing Intelligence

The systematic collection and analysis of publicly available information about customers, competitors and developments in the marketplace

Marketing Research

Syestematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization

Exploratory research

Descriptive research

Casual research