Professional Documents
Culture Documents
These notes are for the sole purpose of understanding the concepts of marketing and are to be used for class room purposes only. The logos of certain manufactures used are owned by their respective owners and unauthorized use of them may lead to legal persecution. This presentation also may contain copyrighted material which on no account should be reproduced / reprinted in any form without permission.
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Learning Goals
1. 2. 3. 4. 5.
Explain the importance of information to the company Define the marketing information system Outline the steps in the market research process Explain how companies analyze and distribute information Discuss special issues facing market researchers
raw data e.g. historical sales data, secondary data Data Bank
Statistical Bank
MIS
Marketing Manager
Model Bank
Sources of Info
Internal data Marketing intelligence Marketing research
Sources of Info
Internal data Marketing intelligence Marketing research
Secondary Data
Evaluate the Following When Judging Data Quality
Relevance Accuracy Currency Impartiality
NCAER
Sources of Info
Internal data Marketing intelligence Marketing research
Syndicatedservice
Custom
Specialtyline
Make decision
Research Approaches
Observation Ethnographic Focus Group Survey Behavioral Data Experimentation
Research Instruments
Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
Marketing Metrics
External
Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers Loyalty
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
Marketing Dashboards
A customer-performance scorecard records how well the company is doing year after year on customer-based measures. A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the companys performance including employees, suppliers, banks, distributors, retailers, and stockholders.