Marketing 311: Chapter 4

Marketing information system (MIS)
Consists of people and procedures to asses the informational needs, develop the needed info, and help decision makers use that info for the customer
Internal databases
Electronic collections of information obtained from data sources within the company
Marketing intelligence
The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
Marketing research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Exploratory research
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Descriptive research
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
Casual research
Marketing research to test hypotheses about cause-and-effect relationships
Secondary data
Information that already exists somewhere, having been collected for another purpose
Primary data
Information collected for the specific purpose at hand
Online databases
computerized collections of information available from online commercial sources or via the internet
Observational research
The gathering of primary data by observing relevant people, actions, and situations
Survey research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Single-source data systems
Electronic monitoring systems that link consumers exposure to television advertising and promotion (measured using television meters)
Environmental research
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
Focus group interviewing
Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.
Online (Internet) marketing research
Collecting primary data through Internet surveys and online focus groups
Sample
A segment of the population selected for marketing research to represent the population as a whole
Customer relationship management (CRM)
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
Customer Insights
fresh understanding of customers (needs and wants) and the marketplace dervied from marketing information that become the basis for creating customer value and relationship
A good MIS
balences what info users would like to have against what they need and what is feasible to offer
Research Plan
-Outlines Sources of Existing Data
-Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
Written Research Plan
Includes:
1. Management Problem
2. Research Ojectives
3. Information Needed
4. How the results will hlep management decisions
5. Budget
Ethnographic Research
Involves Sending Trained observers to watch and interact with consumers in their nautral enviornment
Focus Groups
*6-10 People
*Trained Moderator
*Challenges are that its expensive, difficult to generalize from a small group, consumers aren’t always open and honest
Advantages of Online Research
*low cost
*speed
*higher response rates
*good for hard to reach groups
Questionaires
*Most common form of marketing research
*Administered in person, by phone, or online
*Flexable
*Research must be care with wording and orders of questions
Information Distribution
Involves entering info into databases and making it available in a time useable manner