This document provides an overview of managing marketing information and gaining customer insights. It discusses assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. It also covers analyzing marketing information using tools like customer relationship management. The goal is to gain fresh insights into customer needs and wants that are difficult to obtain through better use of information.

1. Chapter 4- slide 1Copyright © 2009 Pearson Education, Inc.
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Chapter Four
Managing Marketing Information
to Gain Customer Insights
Instructor: Mashnun Hassan

2. Learning Objectives
• Assessing Marketing Information Needs
• Developing Marketing Information
• Marketing Research
• Analyzing Marketing Information
Topic Outline
Chapter 4- slide 2Copyright © 2010 Pearson Education, Inc.
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• Analyzing Marketing Information
• Distributing and Using Marketing
Information
• Other Marketing Information
Considerations

3. Marketing Information and
Customer Insights
• Fresh and deep insights into
customers needs and wants
• Difficult to obtain
Customer Insights are:
Chapter 4- slide 3Copyright © 2010 Pearson Education, Inc.
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• Difficult to obtain
– Not obvious
– Customer’s unsure of their behavior
• Not derived from more information but
better information and more effective
use of existing information

4. Marketing Information and
Customer Insights
• Companies are forming customer
insights teams
– Include all company functional areas
Customer Insights
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– Include all company functional areas
– Use insights to create more value for their
customers
– Customer controlled could be a problem

5. Marketing Information and
Customer Insights
Marketing information system (MIS)
consists of people and procedures for:
– Assessing the information needs
Marketing Information Systems (MIS)
Chapter 4- slide 5Copyright © 2010 Pearson Education, Inc.
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– Assessing the information needs
– Developing needed information
– Helping decision makers use the
information for customer

6. Assessing Marketing Information
Needs
MIS provides information to the
company’s marketing and other
managers and external partners such
Chapter 4- slide 6Copyright © 2010 Pearson Education, Inc.
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managers and external partners such
as suppliers, resellers, and marketing
service agencies

7. Assessing Marketing
Information Needs
• Balancing what the information users
would like to have against what they
need and what is feasible to offer
Characteristics of a Good MIS
Chapter 4- slide 7Copyright © 2010 Pearson Education, Inc.
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need and what is feasible to offer
User’s
Needs
MIS
Offerings

8. Developing Marketing Information
Internal data
Marketers obtain information from
Chapter 4- slide 8Copyright © 2010 Pearson Education, Inc.
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Marketing intelligence
Marketing research

9. Developing Marketing Information
Internal databases are electronic
collections of consumer and market
information obtained from data sources
Internal Data
Chapter 4- slide 9Copyright © 2010 Pearson Education, Inc.
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information obtained from data sources
within the company network

10. Developing Marketing Information
Marketing intelligence is the systematic
collection and analysis of publicly available
information about consumers, competitors,
Marketing Intelligence
Chapter 4- slide 10Copyright © 2010 Pearson Education, Inc.
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information about consumers, competitors,
and developments in the marketplace

11. Developing Marketing Information
• Marketing research is the systematic
design, collection, analysis, and
reporting of data relevant to a specific
Marketing Research
Chapter 4- slide 11Copyright © 2010 Pearson Education, Inc.
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reporting of data relevant to a specific
marketing situation facing an
organization

12. Developing Marketing Information
Marketing Research
Defining the Problem and Research Objectives
Exploratory research
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Exploratory research
Descriptive research
Causal research

13. Developing Marketing Information
• Outlines sources of existing data
• Spells out the specific research
Marketing Research
Developing the Research Plan
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• Spells out the specific research
approaches, contact methods, sampling
plans, and instruments to gather data

14. Developing Marketing Information
Management problem
Research objectives
Marketing Research
Written Research Plan Includes:
Chapter 4- slide 14Copyright © 2010 Pearson Education, Inc.
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Research objectives
Information needed
How the results will help
management decisions
Budget

15. Developing Marketing Information
Secondary data consist of information
that already exists somewhere, having
Marketing Research
Developing the Research Plan
Chapter 4- slide 15Copyright © 2010 Pearson Education, Inc.
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that already exists somewhere, having
been collected for another purpose
Primary data consist of information
gathered for the special research plan

16. Developing Marketing Information
Advantages
Cost
Disadvantages
Current
Chapter 4- slide 16Copyright © 2010 Pearson Education, Inc.
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Speed
Could not get
data otherwise
Relevant
Accuracy
Impartial

17. Developing Marketing Information
Planning Primary Data
Collection
Research
approaches
Marketing Research
Chapter 4- slide 17Copyright © 2010 Pearson Education, Inc.
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approaches
Contact methods
Sampling plan
Research
instruments

18. Developing Marketing Information
Observational research involves
gathering primary data by observing
Market Research
Research Approaches
Chapter 4- slide 18Copyright © 2010 Pearson Education, Inc.
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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
environment

19. Developing Marketing Information
Survey research is the most widely used
method and is best for descriptive
Market Research
Research Approaches
Chapter 4- slide 19Copyright © 2010 Pearson Education, Inc.
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method and is best for descriptive
information—knowledge, attitudes,
preferences, and buying behavior
• Flexible
• People can be unable or unwilling to answer
• Gives misleading or pleasing answers
• Privacy concerns

20. Developing Marketing Information
Experimental research is best for
gathering causal information—
Market Research
Research Approaches
Chapter 4- slide 20Copyright © 2010 Pearson Education, Inc.
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gathering causal information—
cause-and-effect relationships

21. Developing Marketing Information
• Focus Groups
– Six to 10 people with a trained moderator
Marketing Research
Contact Methods
Chapter 4- slide 21Copyright © 2010 Pearson Education, Inc.
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– Challenges
• Expensive
• Difficult to generalize from small group
• Consumers not always open and honest

22. Developing Marketing Information
Online
Internet Online
Marketing Research
Contact Methods
Chapter 4- slide 22Copyright © 2010 Pearson Education, Inc.
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Online
marketing
research
Internet
surveys
Online
panels
Online
experiments
Click-
stream data
Online
focus
groups

23. Developing Marketing Information
Advantages
• Low cost
Disadvantages
• Restricted
Marketing Research
Online Research
Chapter 4- slide 23Copyright © 2010 Pearson Education, Inc.
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• Low cost
• Speed
• Higher
response rates
• Good for hard
to reach
groups
• Restricted
internet
access
• Not sure who
is answering

24. Developing Marketing Information
Sample is a segment of the population
selected for marketing research to
Marketing Research
Sampling Plan
Chapter 4- slide 24Copyright © 2010 Pearson Education, Inc.
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selected for marketing research to
represent the population as a whole
– Who is to be surveyed?
– How many people should be surveyed?
– How should the people be chosen?

25. Developing Marketing Information
Marketing Research
Research Instruments
Questionnaires
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• Most common
• Administered in person, by phone,
or online
• Flexible
• Watch working and ordering of
questions

26. Developing Marketing Information
• Closed-end questions include all possible
answers, and subjects make choices
among them
Marketing Research
Research Instruments - Questionnaires
Chapter 4- slide 26Copyright © 2010 Pearson Education, Inc.
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answers, and subjects make choices
among them
– Provide answers that are easier to interpret
and tabulate
• Open-end questions allow respondents to
answer in their own words
– Useful in exploratory research

27. Developing Marketing Information
Checkout
scanners
Marketing Research
Research Instruments
Chapter 4- slide 27Copyright © 2010 Pearson Education, Inc.
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Mechanical
devices
People meters
Neuro-
marketing

28. Developing Marketing Information
Collecting the information
Marketing Research
Implementing the Research Plan
Chapter 4- slide 28Copyright © 2010 Pearson Education, Inc.
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Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management

29. Analyzing Marketing Information
• CRM consists of sophisticated software
and analytical tools that integrate
Customer Relationship Management
(CRM)
Chapter 4- slide 29Copyright © 2010 Pearson Education, Inc.
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and analytical tools that integrate
customer information from all sources,
analyze it in depth, and apply the results
to build stronger customer relationships

30. Analyzing Marketing Information
Service and
Customer Relationship Management
Touchpoints
Chapter 4- slide 30Copyright © 2010 Pearson Education, Inc.
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Customer
purchases
Sales force
contacts
Service and
support
calls
Web site
visits
Satisfaction
surveys
Credit and
payment
interactions
Research
studies

31. Distributing and Using Marketing
Information
Information distribution involves
entering information into databases
and making it available in a time-
useable manner
Chapter 4- slide 31Copyright © 2010 Pearson Education, Inc.
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useable manner
• Intranet provides information to
employees and other stakeholders
• Extranet provides information to key
customers and suppliers

32. Other Marketing Information
Considerations
Marketing Research in Small Businesses
and Nonprofit Organizations
Chapter 4- slide 32Copyright © 2010 Pearson Education, Inc.
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International Market Research
Public Policy and Ethics
• Customer privacy
• Misuse of research findings