Académique Documents
Professionnel Documents
Culture Documents
MIS
Offerings
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 7
Publishing as Prentice Hall
Developing Marketing Information
Internal data
Marketing intelligence
Marketing research
Internal Data
Marketing Intelligence
Marketing intelligence is the systematic
collection and analysis of publicly available
information about consumers, competitors,
and developments in the marketplace
Marketing Research
Exploratory research
Descriptive research
Causal research
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 12
Publishing as Prentice Hall
Developing Marketing Information
Marketing Research
Developing the Research Plan
Research objectives
Information needed
Budget
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 14
Publishing as Prentice Hall
Developing Marketing Information
Marketing Research
Developing the Research Plan
Advantages Disadvantages
Cost Current
Speed Relevant
Impartial
Marketing Research
Planning Primary Data
Collection
Research
approaches
Contact methods
Sampling plan
Research
instruments
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 17
Publishing as Prentice Hall
Developing Marketing Information
Market Research
Research Approaches
Market Research
Research Approaches
Market Research
Research Approaches
Marketing Research
Contact Methods
Focus Groups
Six to 10 people with a trained moderator
Challenges
Expensive
Difficult to generalize from small group
Consumers not always open and honest
Marketing Research
Contact Methods
Online
Internet Online
marketing
surveys panels
research
Online
Online Click-
focus
experiments stream data
groups
Advantages Disadvantages
Marketing Research
Sampling Plan
Questionnaires
Most common
Administered in person, by phone,
or online
Flexible
Watch working and ordering of
questions
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 25
Publishing as Prentice Hall
Developing Marketing Information
Marketing Research
Research Instruments - Questionnaires
Marketing Research
Research Instruments
Checkout
scanners
Neuro-
People meters
marketing
Mechanical
devices
Copyright 2010 Pearson Education, Inc.
Chapter 4- slide 27
Publishing as Prentice Hall
Developing Marketing Information
Marketing Research
Implementing the Research Plan
Service and
Customer Sales force Web site
support
purchases contacts visits
calls
Credit and
Satisfaction Research
payment
surveys studies
interactions