armstrong04_basic - M anagi ng M ar keti ng I nfor mati on...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: M anagi ng M ar keti ng I nfor mati on Chapt er 4 Road M ap: Pr eviewing t he Concept s Explain • E xplain t he impor t ance of infor mat ion t o t he company and it s under st anding of t he mar ket place of Define • D efine t he mar ket ing infor mat ion syst em and discuss it s par t s. syst Out • Out line t he st eps in t he mar ket ing r esear ch pr ocess. 4-2 Road M ap: Pr eviewing t he Concept s Explain • E xplain how companies analyze and dist r ibut e mar ket ing infor mat ion. dist Discuss • D iscuss t he special issues some m ar ket ing r esear cher s face, including public policy and et hics issues. public 4-3 The I mpor t ance of M ar ket ing I nfor mat ion • Companies need infor mat ion Companies about t heir : about Cust omer needs M ar ket ing envir onment Compet it ion • M ar ket ing manager s do not n eed mor e i nfor mat ion, t hey m or n eed bet t er i nfor mat ion. bet 4-4 M ar ket ing I nfor mat ion Syst em • A n M I S consist s of people, An equipment , and pr ocedur es t o gat her , sor t , analyze, evaluat e, and dist r ibut e needed, t imely, and accur at e infor mat ion t o mar ket ing decision maker s. decision T he M I S helps manager s t o: The 1. Assess I nfor mat ion Needs 1. 2. Develop Needed I nfor mat ion 3. Dist r ibut e I nfor mat ion 4-5 • Assessing I nfor mat ion Needs • A good M I S balances t he good i nfor mat ion user s would l i ke against what t hey r eally need and n eed w hat is feasi bl e t o offer . f easi Somet imes t he company cannot Somet pr ovide t he needed infor mat ion because it is not available or due t o M I S limit at ions. H ave t o decide whet her t he benefit s of mor e infor mat ion ar e wor t h t he cost s. w or 4-6 • • Developing M ar ket ing I nfor mat ion • • I nter na l D a ta ba ses: E lect r onic Elect collect ions of infor mat ion obt ained fr om dat a sour ces wit hin t he company. dat M a r keti ng I ntel l i gence: Syst emat ic Syst collect ion and analysis of publicly available infor mat ion about compet it or s and development s in t he mar ket ing envir onment . envir M a r keti ng Resea r ch : Syst emat ic Syst design, collect ion, analysis, and r epor t ing of dat a r elevant t o a specific m ar ket ing sit uat ion facing an or ganizat ion. or 4-7 • Defining Pr oblem & Object ives • Explor at or y Resear ch: Gat her pr eliminar y infor mat ion t hat will Gat h elp define t he pr oblem and suggest hypot heses. h ypot • Descr ipt ive Resear ch: D escr ibes t hings (e.g., mar ket pot ent ial for Descr a pr oduct , demogr aphics, and at t it udes). pr • Causal Resear ch: T est s hypot heses about cause-and-effect Test r elat ionships. 4-8 Developing t he Resear ch Plan • I ncludes: D et er mining t he exact infor mat ion Det needed n eeded D eveloping a plan for gat her ing it Developing efficient ly efficient Pr esent ing t he wr it t en plan t o Pr management m anagement • Out lines: Sour ces of exist ing dat a Specific r esear ch appr oaches Cont act met hods Sampling plans I nst r ument s for dat a collect ion 4-9 Gat her ing Secondar y Dat a • I nfor mat ion t hat alr eady exist s somewher e somewher I nt er nal dat abases Commer cial dat a ser vices Gover nment sour ces • • A vailable mor e quickly and at a Available lower cost t han pr imar y dat a. l ower M ust be r elevant , accur at e, cur r ent , and impar t ial. cur 4 - 10 Pr imar y Dat a Collect ion • • • Consist s of infor mat ion Consist collect ed for t he specific pur pose at hand. pur M ust be r elevant , accur at e, cur r ent , and unbiased. cur M ust det er mine: Resear ch appr oach Cont act met hods Sampling plan Resear ch inst r ument s 4 - 11 Obser vat ional Resear ch • • • T he gat her ing of pr imar y dat a The by obser ving r elevant people, act ions, and sit uat ions. act Et hnogr aphic r esear ch: Obser vat ion in “nat ur al Obser envir onment ” envir M echanical obser vat ion: People met er s Checkout scanner s 4 - 12 Sur vey Resear ch • • M ost widely used met hod for pr imar y dat a collect ion. pr A ppr oach best suit ed for Appr gat her ing descr ipt ive infor mat ion. i nfor Can gat her infor mat ion about Can people’s knowledge, at t it udes, pr efer ences, or buying behavior . behavior • 4 - 13 Exper iment al Resear ch • • T r ies t o explain cause-and-effect Tr r elat ionships. I nvolves: select ing mat ched gr oups of subject s, select giving differ ent t r eat ment s, giving cont r olling unr elat ed fact or s, and cont checking differ ences in gr oup checking r esponses. 4 - 14 Choosing t he Sample • • Sa mpl e – segment of t he populat ion select ed t o r epr esent t he populat ion as a whole. populat Requir es 3 Decisions: Who is t o be sur veyed? Sampl i ng uni t Sampl H ow many people should be sur veyed? Sampl e si ze H ow should t he people in t he sample be chosen? be Sampl i ng pr ocedur e 4 - 15 Pr imar y Dat a Collect ion • Quest ionnair es: What quest ions t o ask? F or m of each quest ion? Cl osed-ended Open-ended W or ding? Or der ing? 4 - 16 Pr imar y Dat a Collect ion • M echanical Devices: People M et er s Super mar ket Scanner s Galvanomet er E ye Camer as 4 - 17 I mplement ing t he Resear ch Plan • Collect ing t he dat a M ost expensive and subject t o er r or er • • Pr ocessing t he dat a Analyzing t he dat a 4 - 18 I nt er pr et ing and Repor t ing F indings • • • I nt er pr et t he findings Dr aw conclusions Repor t t o management 4 - 19 • M any companies ut ilize CRM Capt ur e cust omer infor mat ion fr om Capt all sour ces all Analyze it in dept h A pply t he r esult s t o build st r onger Apply r elat ionships. Cust omer Relat ionship M anagement • • Companies look for cust omer t ouch Companies poi nts. poi CRM analyst s develop d ata CRM war ehouses and use data mi ni ng w ar d ata t echniques t o find infor mat ion out about cust omer s. about 4 - 20 Dist r ibut ing and Using M ar ket ing I nfor mat ion • • • • Rout ine infor mat ion for Rout decision making decision N onr out ine infor mat ion for Nonr special sit uat ions special I nt r anet s Ext r anet s 4 - 21 Ot her M ar ket ing Resear ch Consider at ions • • • M ar ket ing r esear ch in small businesses and nonpr ofit or ganizat ions businesses I nt er nat ional mar ket ing r esear ch Public policy and et hics in mar ket ing Public r esear ch 4 - 22 ...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online