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1. Assessing Marketing Information Needs
n An
Review over Information Available or Required from the Marketing Environment – Microenvironment and Macroenvironment with the use of Marketing Information System (MIS)
– (e.g. MarketPilot MIS System)
n Microenvironment
u The Company – Sales Record, Accounting Report (e.g. Annual Report of McDonald’s) and etc
u Suppliers
– Delivery Report, RFID and ERP System
u Marketing Intermediaries – Attitude Report and Advertising Awareness Report from Advertising Agencies (e.g. 4As)
u Customers – by Consumer Survey (e.g AC Nielsen) – e.g. Taste Test for Food Industries
u Competitors – by Competitor Analysis and Observation (e.g Dun & Bradstreet, Double Click)
n Macroenvironment
u Demographic Environment – from the Census and Statistics Dept
u Economic Environment – From the Census and Statistic Dept, Hong Kong Year Report and Financial institutions (e.g. Standard & Poor’s) and Statistic Information about HK
u Natural Environment – Oil Price Fluctuation (e.g. Oil Price from Bloomberg.com)
u Technological Environment – Related News
u Political Environment – Related News
u Cultural Environment – Related News
A Discussion over the Information Needs
(MIS) and its limitations for
l Park’N Shop
l Proctor & Gamble Products
l Johnson & Johnson
l Dell Computer
2. Developing Marketing Information
n Internal Data – for Company,
Suppliers and Marketing Intermediaries
n Marketing Intelligence – for
Competitors and Macroenviroment (e.g. Spy Strategies {Dumpster Diving} – Unilever Vs P&G Case), Competitors’ Annual Report for Listed Companies, Trade Show Exhibits (e.g HKCEC), Business Publications (e.g. HKTDC Industry Report), Press Release, Advertisement and WebPages
n Marketing Research – for Consumer
and Competitors
u (1) Developing the Research Plan
u (2) Gathering Secondary Data
u (3) Primary Data Collection
l Research Approaches
n Observational Approaches (e.g. Traffic
Flow at Shopping Centre)
n Survey Research (e.g. Survey on knowledge,
attitudes, preference and buying behaviors.)
n Single Source Date Systems (e.g. tracking
information on Control Situation)
n Experimental Research (e.g. Pilot
Shop with Price Cut – Cause-and-Effect Relationships)
l Contact Methods
n By Mail
n By Telephone Interviewing
n By Personal – Individual or Focus Group
n By Online
l Sampling Plan
n Probability Sampling
u Simple Random
Sampling
u Stratified Random
Sample
u Cluster Sample
n Non-Probability Sampling
u Convenience Sampling
u Judgment Sample
u Quota Sampling
l Research Instruments
n Questionnaires –
u Closed Ended and Open-Ended Qs
u Wording of the Questions
n Mechanical Instruments
u Customer Responses – Supermarket Scanner or People Meter
u Implementing the Research Plan – Collecting, Processing and analyzing the information.
u Interpreting and Reporting the Findings
3. Analyzing Marketing Information
To capture customer information
at every touch points By Customer Relationship Management (CRM – from Siebel):
n Customer
Purchases
n Sales
Forces Contacts
n Service
and Support calls
n Website
Visits
n Satisfaction
Survey
n Credit
and Payment Interactions
n Market
Research Studies
To create data warehouses for data mining (e.g. Amazon.com, FedEx CRM System)
e.g. (QR Code and its generator for Card membership)
4. Distributing and Using Marketing Information
By Intranet
(knowledge Sharing) e.g. (Software by Intranet.Com)
5. Other Marketing Considerations
l Market Research in Small Business and Non-Profit Organization
n By
Observation
n By
Informal Survey using Convenience Samples
n By
Simple Experiments
n By
Secondary Data
l International Marketing Research
n Related Difficulties -
u Cultural Differences
u Translation of
Questionnaires
u Differences in
Attitude Across Borders
l Public Policy and Ethics in Marketing Research
n Intrusion
on Consumer Privacy (e.g. Double Click, Gmail and Google Toolbar and Desktop Search)
n Misuse
of Research Findings (PCO)
OTHER USEFUL INFO
FOR MIS
Critical Case of Taste Test for Coca Cola
Diet Coke Vs Original Coke (An example of Taste Test)
Concepts for Marketing Research
(Source: Marketing Teacher)
Introduction to Marketing Research
Primary Marketing Research
Secondary Marketing Research
Information about Concept on Marketing Research
Research House: AC Nielsen
A.C.Nielsen Corporation
A.C.Nielsen Corporation (HK) – Site Map (Overview of A.C.Nielsen Services)
Synovate - Global Marketing Research Company
Software for Research Analysis
SPSS
SAS – Software and Solutions (for Data Integration and Analysis)
Source of External Data
Primary Data by Research
Survey Method
Secondary Data by External Search
Official Sources
Census and Statistics Department
Trade Development Council
Hong Kong Yearbook
HK Government Publications
HK Fact Sheet
Hong Kong Headline News (Business and Finance) (from gov.hk)
Commercial Sources
Market Research.com
D&B (Dun & Bradstreet) Hong Kong
Double Click
America Chamber of Commerce (America
Market)
Competitors’
Annual Reports – Coke and Pepsico
UMI ProQuest
Dow Jones
Thomas Dialog
Local Financial
News – Yahoo! Finance HK
Internal Data
Software Package for Tracking Internal Data
Microsoft CRM Demo
Siebel CRM Services for Customer Relationship Mgt
SAP ERP for Enterprise Resources Mgt
Oracle – Data Warehouse and Data Mining for Amazon.com
Internal Database Management: IBM DB2 Everywhere
Miscellaneous
Mechanical Devices
Galvanometer
People Meter
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