Marketing Notes – Managing Marketing Information

The Marketing Information System

• People, equipment, procedures to gather, sort, evaluate, distribute needed, timely, accurate information to marketing decision makers

The MIS Components

• Assessing Information Needs
• Distributing Information
• Internal Records
• Information Analysis
• Marketing Intelligence
• Marketing Research

Marketing Research

• Systematic design, collection, analysis and reporting of data and findings
• Relevant to a specific marketing situation
• Links consumer, customer, public to marketer through an exchange of information
• Often project oriented

The Marketing Research Process

• Define the problem and research objectives
• Develop the research plan
• Collect and analyze data
• Interpret and report findings

Developing the Research Plan

• Determine specific information needs
• Survey secondary data sources
• Plan primary data collection
• Choose appropriate contact method and sampling procedure

Market Research and Measurement

• Great difficulties/Great opportunities
• More complex and precise responses
• Substantial requirements in: training, analytics, communication
• Easier in some areas than others
• Areas with more certainty have been more fruitful
• Provide information on various factors

Major Issues

• What to ask and why
• Which tools to use
• Quantitative vs. qualitative research
• Independent research vs. syndicated study
• Cost/value tradeoffs

Quantitative Research Data

• Scanner information
• Static panels
• Diary panels

Advertising Impact Measurement

• Less success
• Mass marketing programs
• Survey psychological impact
• Attitudes lead to behavior
• Measurable surrogates for immeasurable behavior

Database Marketing

• No reliance on surrogates
• Single-source data
• New methods of marketing
• Integrated
• Renders traditional techniques obsolete
• Evolving dialogue