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Information Management and Market Research Chapters 28 and 29 Marketing Research Links . Consumer, Customer, and Public Marketer through information Marketing ... – PowerPoint PPT presentation

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Title: Information%20Management%20and%20Market%20Research

Information Management and Market Research
  • Chapters 28 and 29

Marketing Research Links.
Consumer, Customer, and Public
Marketer through information
Marketing Research Involves the process
methods used to gather information, analyze it,
report findings related to marketing goods and
Marketing Research
  • What is the primary purpose of Marketing
  • To obtain information about the preferences,
    opinions, habits, trends, and plans of current
    and potential customers.

Marketing Research
  • Marketing Information Systems is a set of
    procedures methods that regularly
  • Generates
  • Stores
  • Analyzes
  • Distributes

marketing information for use in making
marketing decisions.
Marketing Research
  • Database Marketing Process of designing,
    creating, and maintaining customer lists.
  • Also known as Customer Relationship Marketing
  • What do they use this information for?
  • Sending out catalogs
  • Special offers
  • Selling information to other businesses

Market Research
  • The type of research a business conducts depends
    on the problem they are trying to solve.
  • Quantitative Research Answers questions that
    start with how many or how much. This type
    of information gathers information from a larger
    group of people.
  • Usually done through surveys or questionnaires
  • Qualitative Research Focuses on smaller numbers
    of people (usually less than 100) and tries to
    answer the question why or how.
  • Usually done through interviews

Types of Marketing Research
  • Attitude Research
  • Also known as opinion research finds out how
    people feel about products. Commonly done
    through Satisfaction Surveys.
  • Market Intelligence
  • Concerned with size, location, competition and
    segmentation of the market for a product
  • Helps a company determine who their target market
  • Media Research
  • Focuses on media effectiveness, selection,
    frequency ratings.
  • Helps marketers determine what methods of
    advertising would be most beneficial
  • Product Research
  • Centers on evaluating product design, package
    design, product usage, and customer acceptance of
    new and existing products.

Marketing Research Process
  • The Marketing Research Process involves five
  • Step 1
  • Defining the problem
  • Occurs when a company clearly identifies the
    problem what is needed to solve it
  • Allows you to create objectives that will guide
    your research process

Types of Data
  • Step 2 Obtaining data
  • Primary Data
  • Obtained for one particular purpose
  • Secondary Data
  • Already gathered for another purpose

Secondary Data Sources
  • Internet
  • U.S. Government
  • Consumer and Business Information companies
  • Business and Trade Publications

Primary Data Sources
  • Obtained by
  • Survey method
  • Online surveys
  • Phone surveys
  • Interview Method
  • Observation method
  • Fastest and most cost-effective
  • Mystery Shopper
  • Experimental method

Mystery Shopper
  • Researcher that poses as a customer and goes into
    a retail store to observe employees.

A mystery shopper is someone hired by a company
to pose as a customer, to evaluate the services
or purchase pre-selected merchandise. Becoming a
mystery shopper is free. It doesn't cost a penny
to find out about shopping opportunities
Research Process
  • Step 3 Analyzing the data
  • - Research compile, analyze, and interpret
  • the data collected.
  • Step 4 Recommending solutions to the problem
  • - Researchers come up with potential solutions
  • the problem and present them in a report.
  • Step 5 Applying The Results
  • - Research results are put into action.

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