chapter 4 Flashcards
managing marketig information to gain customer insight
objectives
1- explain the importance of info to gain insight about the marketplace and customer
2- define the marketing information system and discuss its parts
3- outline the marketing research and the steps in the marketing process
4- explain how companies analyze and use marketing information
5- discuss the special issues some marketing researces face
Marketing Information and Customer Insights
to create value and meaningful relationships marketers need to gain insight about what the customers want and need. often customers themselves cant tell what they need an why they buy, so to gain customer insight you have to manage marketing information from a range of sources
big data and existing information
Big data = The huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies.
Insights can be difficult to obtain; marketers must manage marketing information from a wide range of sources– in fact there is information overload & paralysis
Marketers don’t need to more information; they need better information, better use of existing information
customer insight
deep understanding of customers stated and unstated needs and wants that become the basis for creting and enduring customer value, engagement, and relationships
marketing information ecosystem
people process and assets dedicate to assessing managers information needs, developing the needed information and helping managers and decision makers apply that information to generate and validate actionable customer and market insights
Assessing Information Needs and Developing Data
why is information important
information helps to assist the strategic planning, in terms of competitiors, customers, environmental scan, opportunities / threats
assist on decision making
Assessing Information Needs and Developing Data
how do we optain this information
- internal data
- marketing intelligence
- marketing research
marketing information systems ( MIS )
MIS provides information to the companies marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
Developing marketing information
marketers obtain information form:
internal databases, marketing intellicence, marketing research
<Developing> Internal databases
</Developing>
definition = Collections of consumer and market information obtained from data sources within the company network.
many companies build internal databases
internal databases are colections and market information obtained from data sources within the company network
The customer service department keeps re- cords of customer satisfaction, inquiries, or service problems. The accounting department provides records of sales, costs, and cash flows. Operations reports on production, ship- ments, and inventories. The sales force reports on reseller reactions and competitor activi- ties, and marketing channel partners provide data on sales transactions. Such information can provide powerful customer and market insights
Developing marketing information
competitive marketing intelligence
definition = The systematic monitoring, collection, and analysis of available information about competitors and developments in the marketing environment.
Competitive marketing intelligence
is the systematic collection and
analysis of publicly available
information about consumers,
competitors, and developments in the
marketing environment.
observing consumers firsthand
quizzing the company’s own employees
benchmarking competitors’ products
researching the internet
monitoring internet buzz
Can help marketers gain insights into how
consumers talk about & connect with their
brands. Many companies send out teams of
trained observers.
The goal is to improve strategic decision making by understanding the consumer environment, tracking and assessing competitors’ actions, and providing early warnings of opportunities and threats.
Marketing research
definition = marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situations facing an organization
marketing research gives marketers insights into customer motivations, purchase behavior, and satisfaction. It can help them to assess market poten- tial and market share or measure the effectiveness of pricing, product, distribution, and promotion activities.
Marketing research process
1- types of research = exploratory, descriptive, causal
2- types of data = primary versus secondary
3 - types of research approach = observational, qualitative, survey, behavioral, experimental
types of research
Defining the Problem and Research Objectives
Types of Research
⚫ Exploratory research = gathers preliminary information that will help define the problem and suggest hypothesis
⚫ Descriptive research = marketing research to better describe market and consumer characteristics, such as the market potential for a product or demographics and attitudes of consumers who buy the product
⚫ Causal research = Marketing research to test hypotheses about cause-and-effect relationships.
defining the problem and research objectives
The research plan should be presented in a written proposal,
which should cover:
- problems with the management
- research objectives
- needed information
- budget
- how the results will help management decisions
< developing the research plan>
STEP 1: define the problem and research objectives
- what is the purpose of the study , should research be conducted
decision problems –> what should the decision maker do ?
—-develop new package for product
—- increase store traffic
research problems –> what information is needed and how it can be obtained?
—- can evaluate effectiveness of alternative
package designs
—- measure current image of the store
< developing the research plan>
Developing the research plan
information needs => types of data
- primary information collected for the specific purpose at hand
- secondary information that already exist somewhere, has been previously collected
PRIMARY – Observation, Focus group, Survey (including in-depth interviews), Behavioral data * (online & offline) , Experimental research (online & offline)
SECONDARY – Internal (Invoices, salespeople call reports, etc.) External-Published External-Commercial (Digital, social, Geodemographic data, household diary panels, scanner data, advertising exposure, etc)
DATA must be:
- relevant
- accurate
- current
- impartial
gathering secondary data
⚫ Advantages
Lower cost
Obtained quickly
Cannot collect otherwise
⚫ Disadvantages: Data may not be
Relevant
Accurate
Current
Impartial
gathering data collection - primary data
observational – gathering data by observing people actions and situations ( exploratory / descriptive )
qualitative – focus group in depth interviews projective techniques ( exploratory )
survey research – asking individuals about the attitudes preferences or buying behaviors ( descriptive )
experimental research – using groups of people to determine cause and effect relationships ( causal )
gathering data collection - primary data
observational research = involves gathering primary data by observing relevant people, actions, and situations
ethnographic research = involves sending trained observers to watch and interact with consumers in their “natural environments.”
netographic researcher – observing consumer in a natural context on the internet and mobile space
step s of marketing research
1- problem definition
2- data collection
3- data analysis
⚫ Problem definition
what are the marketing management questions?
how do they translate into market research questions?
what information is desired/needed
⚫ Data collection
“what” data to collect (feasibility / cost-benefit analysis)
“how” to collect it in order to address marketing
problems?
⚫ Data analysis
how to analyze the data?
what tools are appropriate for what marketing
questions?
Qualitative Research
involves
- small samples
- non structured data collection procedures ( flexible )
Provides:
- Initial insights, ideas, understanding about a problem
⚫ Used for exploratory research – should not be used to recommend a final course of action!
⚫ Two main methods:
- Focus groups, in-depth interviews
- Projective techniques
qualitative research –> focus groups
Advantages
- generating fresh ideas
- understand consumer vocabulary
- to reveal consumer’s needs motives’ perceptions and attitutes on product or services
Disadvantages
- May not represent the population (lack of generalizability)
- Interpretation is subjective
- Cost-per-participant can be high
(10,000-40,000 TL/ focus group)
qualitative research –> depth interviews
depth interviews
- similar to a focus groups but with a single person
- more in-depth probing of a person thought or feelings
- individual interview
useful for sensitive issues
interviewer should probe non-judgementally
time consuming
- best for preliminary research
qualitative research –> projective techniques
Unstructured and indirect forms of questioning which encourage the respondents to project their underlying
motivations, beliefs, attitudes, or feelings regarding the issues of concern.
Examples:
- Word Association
- Sentence Completion
- Picture Response
- Role Playing
- Dream Analysis
Observation Research-Examples
- People meters
- Scanner data
- Eye tracking
- Internet – footprint analysis
Descriptive Research: Survey
involves large samples
structured data collection procedures
measures of consumers attitudes, intentions
socio-demographic information about your customers
generally used to recommend a final course of action
⚫ Advantages:
Can collect a great amount of data
Attitudes, interests, opinions, behaviors
Classification variables (demographics, lifestyle..)
Can be employed in virtually any setting
⚫ Disadvantages:
Effective implementation requires considerable judgement
Social interaction of interview may lead to errors
Required significant up-front preparation
pretesting the questionnaire - very important
Protocol analysis technique
Ask respondents to “think aloud” while answering questions
Typically thoughts are tape recorded and later analyzed for
problems and confusion.
sequence and layout of questions
writing survey questions:
- response format
- wording issues
- sensitive questions
+ decide on question context
+ decide how to ask each question, is it going to be response format, question wording, or sentisitive questions
decide on question sequence
- funnel approach ( general to specific )
decide on physical characteristics
sampling –> probability sample
Simple random sample = Every member of the population has a known and equal chance of selection.
Stratified random sample = The population is divided into mutually exclusive groups or segments (such as age groups) and random samples are drawn from each group.
Cluster ( area ) sample = The population is divided into mutually exclusive but similar groups and the researcher draws a sample of the groups to interview. For example, if a region contains 50 towns with similar demo- graphic compositions, the researcher surveys randomly chosen consumers within a sample of 10 randomly chosen towns.
sampling –> non-probability sample
Convenience sample = The researcher selects the easiest population members from which to obtain information.
Judgment sample = The researcher uses his or her judgment to select population members who are good prospects for accurate information.
Quota sample = The researcher finds and interviews a prescribed number of people in each of several categories or segments.
Steps ( final steps )
⚫ Collect the data
Observation, surveys (on-line…)…
⚫ Analyze the data
Coding, tabulation and analysis
⚫ Present the findings
Make conclusions and report to management
⚫ Make the decision
Seven characteristics of Good Marketing
Research
⚫ Scientific method
⚫ Research creativity
⚫ Multiple methods
⚫ Interdependence of models & data
⚫ Value and cost of data
⚫ Healthy skepticism
⚫ Ethical marketing (consumer privacy)
