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Managing mkt information ( chương 4) - Coggle Diagram
Managing mkt information ( chương 4)
Assessing Marketing
Information Needs
marketing information system (MIS)
provide ìformation
balance information
Issues to consider
Developing Marketing Information
Marketing intelligence
Marketing Intelligence
The goal
Internal data
Advantages
Disadvantages
inforamtion within company network
Marketing Research
about specific marketing situation
Steps in the marketing research process
Developing the Research Plan
Secondary data
Primary data
The research plan
include :
Management problem
Research objectives
Information needed
How the results will help management decisions
Budget
Outlines sources of existing data &
Spells outspecific
Implementing the plan
Processing the information
Analyzing the information
Collecting data
Defining the Problem and
Research Objectives
Descriptive research
market potential for a product
the demographics and attitudes of consumers
Causal research
test hypotheses about cause-and-effect relationships
Exploratory research
define the problem
Define problem: Qualitive (định tính ): interview, focus group
Research Object ::Quantitive ( định lượng) : survey
suggest hypotheses
Interpreting and reporting the findings
advantages & disadvantage
Primary Data Collection
Contact methods
Personal interviewing
Individual interviewing
Group interviewing
Online marketing research
Telephone interviewing
Mail questionnaires
Sampling plan
Probability samples
stratified random
simple random
cluster
Non-probability samples
convenient
judement
quota
Research approaches
Observational research
Ethnographic research
Survey research
descriptive information—knowledge, attitudes, preferences, and buying behavior.
Experimental research
causal information,cause-and-effect relationships.
Research instruments
Questionnaires
Open-end questions
Closed-end questions
Mechanical devices
Useful in exploratory research
Analyzing Marketing Information
Customer Relationship Management (CRM)
Data warehouses
Touch points
Distributing and Using Marketing Information
Other Marketing Information Considerations
International Marketing Research
Public Policy and Ethics in Marketing Research
Marketing Research in Small Businesses and Nonprofit Organizations
Sources of marketing information