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C4 Managing Marketing Information to Gain Customer Insights (Marketing…
C4 Managing Marketing Information to Gain
Customer Insights
Marketing Information and Customer Insights
Marketing Information and Today’s “Big Data”
Managing Marketing Information
Assessing Information Needs and Developing Data
Assessing Marketing Information Needs
Developing Marketing Information
Internal Data
Collections of consumer and market information obtained from data sources within the company network
Competitive Marketing Intelligence
the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace
goal:
to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors’ actions, and providing early warnings of opportunities and threats
Marketing Research
Defining the Problem and Research Objectives
exploratory research
gather preliminary information that
will help define the problem
descriptive research
describe marketing problem like demographic, attitudes or market potential for a product
Causal research
to test hypotheses
about cause-and-effect relationships
Developing the Research Plan
Primary data
information collected for the specific purpose at hand
Secondary data
information that already
exists somewhere, having been collected for another purpose
Gathering Secondary Data
Information that already exists somewhere, having been collected for another purpose.
commercial online databases
Internet search engines
Evaluate:
accurate
Current
relevant
impartial
Primary Data Collection
Research Approaches
Observational Research
Gathering primary data by observing
relevant people, actions, and situations
exploratory research
ethnographic research
sending observers to watch and interact with consumers in their “natural environments.”
Experimental Research
gathering
causal information
Survey Research
descriptive research
ask about knowledge, attitudes,
preferences, or buying behavior
flexible
Contact Methods
Mail, Telephone, and Personal Interviewing
Focus Group Interviewing
Online Marketing Research
Online Behavioral and Social Tracking and Targeting
Sampling Plan
Probability Sample
Stratified random sample
Simple random sample
Cluster (area) sample
Nonprobability Sample
Convenience sample
Judgment sample
Quota sample
Research Instruments
Questionnaires
Mechanical Instruments
Implementing the Research Plan
Interpreting and Reporting the Findings
Other Marketing Information Considerations
Marketing Research in Small Businesses and Nonprofit Organizations
International Marketing Research
Public Policy and Ethics in Marketing Research
Intrusions on Consumer Privacy
Misuse of Research Findings
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
Big Data and Marketing Analytics
Distributing and Using Marketing Information