Chapter 4- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Four Managing Marketing Information to Gain Customer Insights.

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Chapter 4- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Four Managing Marketing Information to Gain Customer Insights

Marketing Research

Developing Marketing Information MailTelephonePersonalOnline FlexibilityPoorGoodExcellentGood Quantity of data that can be collected GoodFairExcellentGood Control of interviewer effectsExcellentFairPoorFair Control of sampleFairExcellentGoodExcellent Speed of data collectionPoorExcellentGoodExcellent Response ratePoor Good CostGoodFairPoorExcellent Marketing Research Contact Methods

Developing Marketing Information Focus Groups Six to 10 people with a trained moderator Challenges Expensive Difficult to generalize from small group Consumers not always open and honest Marketing Research Contact Methods

Developing Marketing Information Advantages Low cost Speed Higher response rates Good for hard to reach groups Disadvantages Restricted internet access Not sure who is answering Marketing Research Online Research

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

Developing Marketing Information Closed-end questions include all possible 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 Marketing Research Research Instruments - Questionnaires

Developing Marketing Information Collecting the informationProcessing the informationAnalyzing the informationInterpret findingsDraw conclusionsReport to management Marketing Research Implementing the Research Plan

Analyzing Marketing Information CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships Customer Relationship Management (CRM)

Analyzing Marketing Information Customer purchases Sales force contacts Service and support calls Web site visits Satisfaction surveys Credit and payment interactions Research studies Customer Relationship Management Touch points

Distributing and Using Marketing Information Information distribution involves entering information into databases and making it available in a time-useable manner Intranet provides information to employees and other stakeholders Extranet provides information to key customers and suppliers

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