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CHAPTER
5
MARKETING INFORMATION
AND RESEARCH
5-1 Understanding the Need for Market
Information
5-2 Finding and Managing Marketing
Information
5-3 Using Marketing Research
5-4 Collecting Primary Data
Chapter 5
MARKETING
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©PITNEY BOWES
Focus Questions:
 What is your first impression
when viewing the ad?
 Does the image encourage
you to read the ad?
 What type of product or
service is Pitney Bowes
describing?
 Who does it appear the
company wants to see the
ad?
 Why do companies need
precise information about
their customers?
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5-1
UNDERSTANDING THE NEED
FOR MARKETING INFORMATION
GOALS
Explain the importance of information in
making marketing decisions.
Describe the categories of information
needed by marketers.
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Starting with Information
Consumer differences
Expanding choices
Competition
The global marketplace
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Deciding on Information Needs
Approaches to planning
Categories of information
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Types of Information Needed for
Effective Marketing Decisions
Consumers
 age
 gender
 income
 education
 family size
 occupation
 attitudes
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 primary needs
 purchase frequency
 brand preferences
 information needs
 media preferences
 shopping behavior
MARKETING
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Types of Information Needed for
Effective Marketing Decisions
Marketing Mix
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basic products
product features
services
product packaging
guarantees
after-sale customer
service
 product price
 credit choices
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discounts
location and method of sale
type of distribution used
display procedures
promotion and sales
methods
 promotional message
 promotional media
MARKETING
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Types of Information Needed for
Effective Marketing Decisions
Business Environment
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type of competition
competitors’ strengths
competitors’ strategies
economic conditions
government regulations
new technology
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consumer protection
ethical issues
tax policies
proposed laws
international markets
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5-2 FINDING AND MANAGING
MARKETING INFORMATION
GOALS
Describe common sources of internal
and external market information.
Explain the five critical elements of an
effective marketing information system.
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Sources of Market Information
Steps of the Process
 Identify the types of information needed.
 Determine the available sources of each type of
information.
 Evaluate each source to determine if it meets the
organization’s needs in term of accuracy, time, detail,
and cost.
 Select the sources that best meet the identified needs.
 Enter the information into a marketing information
system.
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Internal Information Sources
Customer records and sales information
Production and operations reports
Performance information
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External Information Sources
Government reports
Trade and professional associations
Business publications
Commercial data and information
services
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Marketing
Information Systems
Input
Storage
Analysis
Output
Decision making
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Designing an MkIS
MkIS
Element
Question
What information is needed to develop and implement
the marketing strategy?
Input
How should the information be maintained so it is in a
usable form, secure, and easy to access when needed?
Storage
What methods should be used to organize and study the
information decisions?
Analysis
How and when should the information be made available Output
for most effective use?
What ways should the information be used to improve
marketing?
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Decision
Making
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5-1
USING
MARKETING RESEARCH
GOALS
Describe how to define and develop an
understanding of a problem as the first
steps toward solving it.
Identify the steps needed to gather and
study data relevant to a problem.
Explain how to prepare reports and
present proposed solutions.
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Seeing the Problem Clearly
Define the problem
Analyze the situation
Develop a data-collection procedure
 Secondary data
 Primary data
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Implementing a
Marketing Research Study
1.
2.
3.
4.
5.
Define the problem
Analyze the situation
Develop a data-collection procedure
Gather and study information
Propose a solution
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Gather Information
 Select the participants
 Population
 Random sampling
 Collect the data
 Analyze the data
 Numerical data
 Non-numerical data
 Prepare results
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Propose a Solution
Research reports
Presenting research results
When to use marketing research
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Sections of a Research Report
Statement of the problem
Review of secondary data
Research procedures
Results of the research
Summary and recommendations
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5-4
COLLECTING
PRIMARY DATA
GOALS
Describe the purpose of marketing
research surveys.
Explain the reasons for and limitations
of using observation.
Define various types of marketing
research experiments.
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Conducting Surveys
Closed-ended questions
Open-ended questions
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Focusing on the Issues
Focus group
Questioning with clarity
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Making Observations
Observation collects information by
recording actions without interacting or
communication with the participant.
Recording devices include
 Video cameras
 Audio recorders
 Bar code scanners
 Eye-tracking photography
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Performing Experiments
Test markets
Simulations
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