week 5-6, managing marketing information.pptVIP

Managing Marketing Information营销信息系统;Learning objectives;Case of Coca-Cola;●Information is necessary. ●Good inf. Customer insights Successful products and marketing programs. ● Overwhelming information age. Marketers lack enough information of the right kind. Marketing managers do not need more information, they need better information.;Managing Marketing Information;The Marketing Information System (MIS);Step 1 Assessing Marketing Information Needs;Step 2. Developing needed information 开发信息;Step 2. Developing needed information 开发信息;Sources of Competitive Intelligence;Step 2. Developing needed information 开发信息;Marketing Research Process;Step 1: Defining the problem and research objectives;Step 2: Developing the Research Plan;Developing the Research Plan:Axe brand;Information that already exists somewhere Internal databases Commercial data services: (data on household purchasing), (information on companies) Government sources: (financial data on US corporations), Available more quickly and at a lower cost than primary data. Provide data an individual company cannot collect on its own Disadvantage: not the right information;Information collected for the specific purpose at hand. Must be relevant, accurate, current, and unbiased. Plan for Primary Data Collection Must determine: ● research approach; ● instrument ; ● sampling plan; ● contact methods;Primary Data;1. Observational Research;直接观察法 ; 痕迹观察法 ;1. Observational Research;2. Focus group interviewing;Comparison Focus group Ethnographic research;3.Survey Research;4. Experimental research;Tips ;Primary Data;;Primary Data;Types of Samples;Primary Data;Questionnaires 问卷设计;What Should Be Asked?;Typical problems when wording questions;Inappropriate questions;Inappropriate questions;Form of questions;Form of questions; 4. Comparative rating scale 比较等级量表式问题 e.g.: How would you rate the mechanical condition of the car? Excellent Good Fair Poor 1 2