MarketingInformationManagement_Spring2012

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Unformatted text preview: rsity of North Texas University of North Texas 16 6 Marketing Information Management Some Internet Resources Marketing Foundations American Stock Exchange Dun & Bradstreet Business Reports • http://www.amex.com • http://www.dnb.com All Federal Government Websites • www.usa.gov U.S. Census Bureau • http://www.census.gov/ Securities & Exchange Exchange Commission • /http://www.sec.gov/ 1/20/2012 University of North Texas 17 Some Internet Resources Marketing Foundations Fuld.com for competitor for competitor intelligence Google Search Engine Search Engine • www.fuld.com • http://www.google.com and http://www.googlescholar.com Hoover’s Company Information Society for Competitive Intelligence • http://www.hoovers.com • www.scip.org 1/20/2012 1/20/2012 University of North Texas University of North Texas 18 7 Marketing Information Management Sources of Primary Data Different ways to collect primary data Marketing Foundations Survey Observation • Mail • Phone • Personal Interview Experimentation 1/20/2012 Combination University of North Texas 19 PDR…. Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 20 8 Marketing Information Management Eye movement recorder... Marketing Foundations 1/20/2012 University of North Texas 21 Virtual Store Marketing Foundations New EMR EMR technology improves on the intrusive devices employed in earlier research…. 1/20/2012 1/20/2012 University of North Texas University of North Texas 23 9 Marketing Information Management Scanner Research Marketing Foundations 1/20/2012 University of North Texas 24 Observation Examples Marketing Foundations A.C. Nielsen use of peoplemeter, a mechanical means of identifying TV show viewers Eye movement recorder Psychogalvanometers record arousal to various stimuli Pupil dilation measurement Traffic flow meters Observation Examples 1/20/2012 1/20/2012 University of North Texas University of North Texas 25 10 Marketing Information Management Gatorade Targets Social Media Marketing Foundations Gatorade staffers monitor social-media socialposts 24 hours a day in the glitzy hub, hoping what they see and learn will help the company more effectively promote its new Gnew G-Series of drinks, which launched last spring. spring. 1/20/2012 University of North Texas 26 Observation Advantages Disadvantages • Permits recording of what actually occurred • Mechanical observation to record detailed data • Emphasizes actual behavior in a particular situation • Attitudes and reasons why something occurred cannot be determined • Some behavior cannot be observed be observed • May be illegal or unethical to observe 1/20/2012 1/20/2012 University of North Texas University of North Texas Marketing Foundations 27 11 Marketing Information Management Three Survey Methods Marketing Foundations Personal Interview Telephone Mail Focus Groups Mall Intercepts Door-to-door Depth Interviews 1/20/2012 University of North Texas 28 Focus groups in action... Marketing Foundations 1/20/2012 1/20/2012 Univer...
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