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MANAGING MARKETING

INFORMATION TO GAIN

CUSTOMER INSIGHTS

Chapter 4

Chapter Four Outline



Marketing Information and Customer

Insights



Marketing Information Systems (MIS)



1. Assessing Marketing Information Needs



2. Developing Marketing Information



A. Internal Databases



B. Marketing Intelligence



C. Marketing Research



Steps in the Marketing Research Process

Marketing Information Systems (MIS)

Marketing information system

(MIS)

consists of people and procedures

for:

1. Assessing the marketing information

needs

2. Developing needed information

3. Helping decision makers use the

information for the benefit of the

customers

Marketing Information

System

1. Assessing Marketing Information Needs



Balancing what the information users would like to have

against what they need and what is feasible to offer.



Too much information can be as harmful as too little

information.



The MIS must monitor the marketing environment to

provide decision makers with information they should have

to better understand customers and make key marketing

decisions.



Developing Marketing Information. 2



Marketers can obtain the needed

information from:

A. Internal data

B. Marketing intelligence

C. Marketing research

B. Marketing Intelligence

Competitive Marketing Intelligence -The systematic collection and analysis of

publicly

available information about consumers, competitors and developments in the

marketplace.

Marketing intelligence techniques:

1. Observing consumers
2. Asking employees of the company for information 3. Benchmarking competitors products
3. Researching the Internet

C. Marketing Research



Marketing research is the systematic

design, collection, analysis, and reporting of

data relevant to a specific marketing

situation facing an organization.



Yahoo! wants to know how Web searchers

will react to a proposed redesign of its site.

Samsung wants to know how many and

what kinds of people will buy its next-

generation, ultra-thin televisions. In such

situations, managers will need marketing

research.

1. Define the Problem and Research Objectives



The statement of the problem

and research objectives guides

the entire research process.



Marketing managers must not

define the problem too broadly

or too narrowly for the

marketing researcher.

1. Define the Problem and Research Objectives



Example of a research study: An airline company would like to

add an in-flight Internet service for its first-class passengers on its

flight.



Defining the problem too broadly: A marketing manager asks

marketing researchers to find out everything about the needs of first-

class passengers.



This approach will result in the collection of a lot of unnecessary

information.



Defining the problem too narrowly: A marketing manager asks

marketing researchers to find out whether passengers on flights from

Amman to Dubai would be willing to pay 25JD for an Internet

connection.



This approach will result in limited i nformation.



Define the problem as follows: Will offering an in-flight Internet

service create enough profits for the airline company to justify its cost

against other possible investments in service improvements that the

company can make?

Exploratory Research

Objective : Define problems, generate hypotheses, or gain insights.

Example : Conducting focus groups to understand why customers

prefer online shopping.

Descriptive Research

Objective : Describe specific details about a situation, market, or behavior.

Example : A survey measuring customer satisfaction with a new

smartphone model.

Causal Research

Objective : Test cause-effect relationships.

Example : Running an A/B test to see if changing a website’s color

increases conversions.

Exploratory Research :

Purpose: Explore and identify problems or insights.

Approach: Open-ended, qualitative (e.g., interviews, focus groups).

Example: Investigating why sales are declining without specific data.

Descriptive Research :

Purpose: Describe characteristics or trends.

Approach: Quantitative, structured (e.g., surveys, statistics).

Example: Measuring customer demographics or satisfaction levels.

Causal Research :

Purpose: Test cause-effect relationships.

Approach: Experimental (e.g., controlled tests, A/B testing).

Example: Testing if a price reduction increases sales.

Class Exercise



What type of research ( exploratory, descriptive, or

casual) should be used in the following situations?



1. A shoe manufacturer wants to determine the

income levels of their customers.



2. A company wants to learn more about a new

management technique to determine if the company

should adopt this technique.



3. A car manufacturer wants to determine the effects

of increasing the price of their cars on customer

loyalty.



4. Which type of research would be best suited for

identifying which demographic groups prefer diet soft

drinks and why they have this preference?

2. Developing the Research Plan for Collecting Information



After defining the problem, researchers

must:



Determine the exact information needed



Develop a plan for gathering information



Present the plan to management



The research plan:



Outlines sources of existing data



Spells out the specific research approaches, contact

methods, sampling plans, and instruments to gather data