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Marketing: An Introduction
Managing Marketing Information
•Chapter Five
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Marketing: An Introduction
Looking Ahead
• After studying this chapter, you should be
able to:
• Explain the importance of information to the company
• Define the marketing information system and discuss
its parts
• Outline the steps in the marketing research process
• Explain how companies analyze and distribute
marketing information
• Discuss the special issues some marketing
researchers face, including public policy and ethics
issues
5-2
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
The Marketing Information System
• The people, equipment, and procedures needed to gather,
sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.
• The importance of information?
–
–
–
–
To cope with rapidly changing environments
To remain competitive
To make better decisions
To follow the marketing concept
• The challenge: to get not more, but better information
to make marketing decisions with
5-3
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Marketing: An Introduction
Marketing Managers and Other Information Users
Analysis
Planning
Implementation
Organization
Control
Marketing Information System
Developing needed information
Assessing
Information
needs
Target
Markets
5-4
Internal
databases
Information
analysis
Marketing
intelligence
Marketing
research
Distributing
and using
information
Marketing Environment
Marketing
Competitors
Publics
Macrochannels
environment
forces
©Copyright 2004, Pearson Education Canada Inc.
Figure 5-1
Marketing: An Introduction
Developing Marketing Information
• Internal data:
– Internal databases store information
– Collected from different functions within the company
– The challenge is to integrate and make usable
• Marketing intelligence: a systematic collection
and analysis of publicly available information about the
competitors and developments in the marketing
environment
– Online databases provide this information for a fee
– Potential ethical issues
5-5
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Developing Marketing Information
• Marketing research: the systematic design, collection,
analysis, and reporting of data relevant to a specific
situation facing an organization
• Steps in the research process:
– Defining the problem and setting the research
objectives
– Gathering primary and secondary data
– Developing a research plan
– Implementing the marketing research plan
– Interpreting and reporting the findings
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Marketing: An Introduction
Types of Marketing Research
• Exploratory research: marketing research to gather
preliminary information that will help define problems and
suggest hypotheses
– Focus group discussions, personal interviews
– Gathering of secondary data
• Descriptive research: marketing research to better
describe marketing problems, situations, or markets
– Surveys, observational studies
• Causal research: marketing research to test
hypotheses about cause-and-effect relationships between
variables of interest.
– Experiments in controlled conditions
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Sources of Secondary Data
• Government publications
– Statistics Canada, strategis.gc.ca
• Periodicals and books
– Trade directories, indexes, and industry surveys
• Commercial data services
– Collections of business research articles
– Industry and scanner data
– Credit reports
• International data
• Internet data sources
– Search engines
– Industry websites
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Comparison of Contact Methods
Mail
Telephone
Personal
Flexibility
Poor
Good
Excellent
Quantity of data that can
be collected
Good
Fair
Excellent
Excellent
Fair
Poor
Control of sample
Fair
Excellent
Fair
Speed of data collection
Poor
Excellent
Good
Response rate
Poor
Good
Good
Cost
Good
Fair
Poor
Control of interviewer
effect
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©Copyright 2004, Pearson Education Canada Inc.
Table 5-3
Marketing: An Introduction
Types of Samples
• Sample: a segment of the population selected to
represent the population as a whole
– Who is to be surveyed?
– How many people should be surveyed?
– How should those surveyed be chosen?
• Probability sample
– Simple random sample
– Stratified random sample
• Nonprobability sample
– Convenience sample
– Judgment sample
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Analyzing Marketing Information
• Customer relationship management (CRM):
sophisticated software and analytical tools that integrate
customer information from all sources, analyze it in depth,
and use the results to build stronger customer relationships.
– Capturing information at every customer touchpoint
– Integration of different company functions and
departments is necessary
– Use of data warehouses
– Use of data mining techniques
– Can be expensive but worth it
5-11
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Issues Marketing Researchers Face
•
Small businesses and nonprofit
organizations
–
–
•
International marketing research
–
–
•
Cultural differences need to be addressed
Language, literacy rates, attitudes towards marketing
Public policy and ethical issues
–
–
–
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Lack the resources to conduct large-scale research
Can use observational and survey research
Intrusions on consumer privacy
Misuse of research findings
Both Canadian Marketing Association and
Professional Marketing Research Society publish
code of ethics
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Looking Back
• Importance of
information
• The marketing
information system
• Steps in the research
process
• Analyzing and
distributing marketing
information
• Special issues facing
researchers
5-13
©Copyright 2004, Pearson Education Canada Inc.