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Chapter 4 - Coggle Diagram

- - - - Developing needed information
      - Helping decision makers use the information to generate and check customer and market insights
      - Assessing the information needs
  - - - information to the companys marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies.
    - - Balancing what the information users would like to have against what they need and what is feasible to offer [MIS offerings &Users Needs ]
  - - - 2)Marketing intelligence
        
        is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace.
      - 3)Marketing research
        
        is the systematic design, collection, analysis, and reporting of data relevant to a specific
        marketing situation facing an organization.
        
        Process
        
        2)Developing the Research Plan
        
        Your Research plan:
        
        Outlines sources of existing data
        
        Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
        
        Written Marketing Research Plan
        
        Information needed
        
        How the results will help management decisions
        
        Research objectives
        
        Budget
        
        Management problem
        
        Secondary data
        
        consists of information that already exists somewhere, having been collected for another purpose.
        
        Gathering
        
        Advantages
        
        3 more items...
        
        Disadvantages
        
        4 more items...
        
        Primary data
        
        consists of information gathered for the special research plan.
        
        Collection
        
        2)Contact methods
        
        9 more items...
        
        3)Sampling Plan
        
        1 more item...
        
        1)Research Approaches
        
        4 more items...
        
        4)Research instruments
        
        1 more item...
        
        1)Defining the Problem and Research Objectives
        
        Descriptive research
        
        Causal research
        
        Exploratory research
        
        3)Implementing the Research Plan
        
        Analyzing the information
        
        Interpret finding
        
        Processing the information
        
        Draw Conclusion
        
        Collecting the information
        
        Report to management
      - 1)Internal databases
        
        are electronic collections of consumer and market information obtained from data sources within the company network.
  - - - consists of sophisticated software and analytical tools that integrate customer information from all sources. Analyze it in depth and apply the results to build stronger customer relationships.
    - - Service &Support calls
      - Web site visits
      - Sales force contacts
      - Satisfaction surveys
      - Customer purchases
      - Credit payment interactions
      - Research studies