Download What is Marketing?

WELCOME PMBA 502
TODAY (Oct. 27, 2008):
•Chp. 5
•Discussion Questions:
•P. 157, Q2
•P. 196, 3a and 3b
NOTE:
Please hand in the written answer of
your choice for feedback from the
professor before you leave class
today.
5-1
Copyright © 2007 Pearson Education Canada
Chapter Five
Managing Marketing
Information
With Duane Weaver
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Copyright © 2007 Pearson Education Canada
Outline
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Information – More or Better
Assessing Info Needs
Data Gathering Techniques
Market Research Process
Types of Data
Sampling
Primary Research Instruments
Research Issues
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Copyright © 2007 Pearson Education Canada
Information – More or Better?
• Companies need information about their:
– Customer needs.
– Marketing environment.
– Competition.
• Marketing managers do not need more
information, they need better information.
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Copyright © 2007 Pearson Education Canada
Assessing Information Needs
• A good MIS (Management Information
System) balances the information
- users would like
- against what they really need
- and what is feasible to offer.
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Copyright © 2007 Pearson Education Canada
Data Gathering Techniques
• Internal data.
– Internal information that the various
departments already have.
• Marketing intelligence.
– Information that can be gathered from
public or legally available sources.
• Marketing research.
– Specific information gathered to answer a
specific question.
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Copyright © 2007 Pearson Education Canada
Market Research Process
1.
2.
3.
4.
Define the problem.
Set the research objectives.
Develop a research plan.
Implement the marketing research
plan.
5. Analyze and interpret the data.
6. Report the findings.
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Copyright © 2007 Pearson Education Canada
Types of Marketing Research
• Exploratory research.
– To gather preliminary information.
– Primary or secondary data.
• Descriptive research.
– To describe marketing situations or markets.
– Surveys, observational studies.
• Causal research.
– To experiment with cause-and-effect relationships.
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Copyright © 2007 Pearson Education Canada
Types of Data
• Secondary.
– Data or information that has been gathered
and published by other parties.
– Publications, websites, directories.
• Primary.
– Data or information that is gathered directly
from the subjects of the research.
– Interviews, focus groups, observation,
surveys, experiments.
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Copyright © 2007 Pearson Education Canada
Sampling
• Sample.
– A segment of the population selected to
represent the population as a whole.
• Sample unit.
– Who is to be surveyed?
• Sample size.
– How many people should be surveyed?
• Sampling procedure.
– How should those surveyed be chosen?
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Copyright © 2007 Pearson Education Canada
Primary Research Instruments
Mechanical:
– People meters.
– Supermarket
scanners.
– Galvanometer.
– Eye cameras.
– Computers.
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Questionnaires:
– What questions to
ask.
– Form of each
question.
• Closed-ended.
• Open-ended.
– Wording.
– Ordering.
Copyright © 2007 Pearson Education Canada
Research Issues
• Small businesses and non-profit
organizations lack research resources.
• International marketing information can
be difficult and costly to obtain.
• Competitive information often difficult to
obtain ethically.
• Public policy issues.
– Intrusions on consumer privacy.
– Misuse of research findings.
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Copyright © 2007 Pearson Education Canada
Thank You!
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Copyright © 2007 Pearson Education Canada