7/25/2019 kotler04basic-1227033054743691-8

1/26

Managing MarketingInformation

Chapter 4

7/25/2019 kotler04basic-1227033054743691-8

2/26

4 - 2

Learning Goals

1. Explain the importance ofinformation to the company

2. Dene the marketing informationsystem

3. Otline the steps in the marketresearch process

4. Explain ho! companies analy"e

an# #istri$te information%. Discss special isses facing

market researchers

7/25/2019 kotler04basic-1227033054743691-8

3/26

4 - 3

Case &t#y'e! Coke

'e! Coke

(ro#ct )ailre

(oor sales O*er 1+%,, phone

calls a #ay fromangry cstomers

Ol# Coke retrns in

only 3 months

-as #e largelyto esearch

)ailre

/este# on taste only 0not intangi$les

Decisions $ase# on, ratings

ll for 4 million5

7/25/2019 kotler04basic-1227033054743691-8

4/26

4 - 4

6arketing 7nfo. &ystem

6arketing 7nformation &ystem867&9

Consists of people+ e:ipment+an# proce#res to gather+ sort+analy"e+ e*alate+ an# #istri$tenee#e#+ timely+ an# accrateinformation to marketing#ecision makers.

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

5/26

4 - 5

6arketing 7nfo. &ystem

;egins an# En#s !ith 7nformationelps sers analy"e information for

marketing #ecisions Distri$tes the marketing information an#

helps managers se it for #ecision making

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

6/26

4 - 6

ssessing 6arketing

7nformation 'ee#s /he 67& ser*es company

managers as !ell as external

partners /he 67& mst $alance nee#s

against feasi$ility= 'ot all information can $e

o$taine#. O$taining+ processing+ sorting+ an#

#eli*ering information is costly

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

7/26

4 - 7

De*eloping 6arketing

7nformation 7nternal #ata is gathere#*ia cstomer #ata$ases+nancial recor#s+ an#operations reports.

#*antages incl#e:ick?easy access toinformation.

Disa#*antages stem fromthe incompleteness or

inappropriateness of #atato a particlar sitation.

Internal data

Marketingintelligence

Marketingresearch

&orces of&orces of

7nfo7nfo

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

8/26

4 -

De*eloping 6arketing

7nformation Marketing intelligenceisthe systematic collectionan# analysis of p$liclya*aila$le informationa$ot competitors an#tren#s in the marketingen*ironment.

Competiti*e intelligencegathering acti*ities ha*egro!n #ramatically.

6any sorces of

competiti*e informationexist.

Internal data

Marketingintelligence

Marketingresearch

&orces of&orces of

7nfo7nfo

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

9/26

4 - !

&orces ofCompetiti*e 7ntelligence

Companyemployees

7nternet Gar$age

($lishe#information

Competitor@semployees

/ra#e sho!s ;enchmarking

Channelmem$ers an#

key cstomers

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

10/26

4 - "#

De*eloping 6arketing

7nformationMarketing researchis thesystematic #esign+collection+ analysis+ an#

reporting of #ata rele*antto a specic marketingsitation facing anorgani"ation.

Internal data

Marketingintelligence

Marketingresearch

&orces of&orces of

7nfo7nfo

Goal 2: Defne the Marketing Inormation System

7/25/2019 kotler04basic-1227033054743691-8

11/26

4 - ""

&teps in the 6arketingesearch (rocess=

1. Dening the pro$lem an#research o$Aecti*es.

2. De*eloping the research planfor collecting information.

3. 7mplementing the research plan0 collecting an# analy"ing the

#ata.4. 7nterpreting an# reporting the

n#ings.

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

12/26

4 - "2

&tep 1= Dening thepro$lem an# research

o$Aecti*es /he manager an# the researcher

mst !ork together.

/hese o$Aecti*es gi#e theentire process.

Exploratory+ #escripti*e+ an#casal research each flll

#iBerent o$Aecti*es.

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

13/26

4 - "3

&tep 2= De*eloping the

esearch (lan /he research plan is a !ritten

#ocment that otlines the type

of pro$lem+ o$Aecti*es+ #atanee#e#+ an# the seflness of thereslts. 7ncl#es= &econ#ary #ata= 7nformation

collecte# for another prpose thatalrea#y exists.

(rimary #ata= 7nformation collecte#for the specic prpose at han#

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

14/26

4 - "4

&econ#ary Data

&econ#ary #ata sorces= Go*ernment information

7nternal+ commercial+ an# online #ata$ases

($lications

#*antages= O$taine# :ickly

Less expensi*e than primary #ata

Disa#*antages= 7nformation may not exist or may not $e

sa$le

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

15/26

4 - "5

E*alate the )ollo!ing -hen

#ging Data ality

ele*ance

ccracy

Crrency

7mpartiality

&econ#ary Data

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

16/26

4 - "6

(rimary Data

(rimary research #ecisions= esearch approaches

Contact metho#s &ampling plan

esearch instrments

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

17/26

4 - "7

(rimary Data

O$ser*ation research singpeople or machines

Disco*ers $eha*ior$t not moti*ations.&r*ey research

EBecti*e for#escripti*einformation.

Experimental research 7n*estigates case

an# eBectrelationships.

Research Approach

Contact Method

Sampling Plan

Research Instrument

DecisionsDecisions

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

18/26

4 - "

(rimary Data

ey Contact 6etho#s7ncl#e= 6ail sr*eys /elephone sr*eys (ersonal inter*ie!ing=

7n#i*i#al or focsgrop

Online research

Research Approach

Contact Method

Sampling Plan

Research Instrument

DecisionsDecisions

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

19/26

4 - "!

Strengths an( )eaknesses o*onta't Metho(s +elate to:

6arketing 7nfo. &ystem

)lexi$ility

&ample control

Data :antity

Cost

7nter*ie!ereBects&pee# of #ata

collectionesponse rate

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

20/26

4 - 2#

(rimary Data

&ample= s$grop ofpoplation from !hominformation !ill $e

collecte#&ampling (lan Decisions= &ampling nit &ample si"e &ampling proce#re=

(ro$a$ility samples

'onFpro$a$ilitysamples

Research Approach

Contact Method

Sampling Plan

Research Instrument

DecisionsDecisions

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

21/26

4 - 2"

(rimary Data

estionnaires Include open-

ended and closed-ended questions

Phrasing andquestion order arekey

6echanicalinstrments

Nielsens people

meters Checkout scanners ye cameras

Research Approach

Contact Method

Sampling Plan

Research Instrument

DecisionsDecisions

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

22/26

4 - 22

&tep 3= 7mplementing

the esearch (lan Data is collecte# $y the company

or an otsi#e rm

/he #ata is then processe# an#checke# for accracy an#completeness an# co#e# foranalysis

)inally+ the #ata is analy"e# $y a*ariety of statistical metho#s

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

23/26

4 - 23

&tep 4= 7nterpreting an#eporting the )in#ings

/he research interprets then#ings+ #ra!s conclsions an#

reports to management 6anagers an# researchers mst

!ork together to interpretreslts for sefl #ecision

making

Goal 3: $%tline the ste&s in the market resear'h &ro'ess

7/25/2019 kotler04basic-1227033054743691-8

24/26

4 - 24

naly"ing 6arketing

7nformation &tatistical analysis an# analytical mo#els

are often se#

Cstomer relationship management8C69 soft!are helps manage information$y integrating cstomer #ata from allsorces !ithin a company

C6 soft!are oBers many $enets an#can help a rm gain a competiti*ea#*antage !hen se# as part of a totalC6 strategy

Goal 4: ,&lain ho. 'om&anies analy/e0(istri1%te marketing inormati

7/25/2019 kotler04basic-1227033054743691-8

25/26

4 - 25

Distri$ting an#

7/25/2019 kotler04basic-1227033054743691-8

26/26

4 - 26

Other Consi#erations

6arketing research in small$sinesses an# notFforFprot

organi"ations 7nternational marketing

research

($lic policy an# ethics Consmer pri*acy isses

6isse of research n#ings

Goal 5: Dis'%ss S&e'ial Iss%es a'ing Market +esear'hers