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Created by
Erika Jane
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Cards (36)
Managing marketing
information
To gain
customer insights
Marketing information and customer insights
Provide
competitive
advantage
Customer
insights
Lead to
fresh
marketing
Big data
Huge complex
data
Internal databases
Collection of
consumer
Competitive
marketing intelligence
Systematic
monitoring
Good marketing intelligence
Helps marketers
gain
Marketing research
internal
data
Provides
information
Marketing
research
Systematic
design
Exploratory research
Provides
preliminary
information
Descriptive
research
Describes
things
Developing the research plan
Define the
research problem
Gathering
secondary data
Data that already
exists
somewhere
Primary
data collection
Data
collected for the
purpose
at hand
Observational research
Observing
relevant
people
Ethnographic
research
Research in
natural
environments
Survey
research
Researching buying behavior
Experimental research
Comparing
group
responses
Contact
methods
Methods by which data is collected, e.g.
mail
,
telephone
, personal interviews
Mail
, telephone and personal interviews
Mail
questionnaires,
telephone
interviewing, personal interviews
Personal
interviews
Take
two
forms
Mail, telephone and personal interviewing
Mail questionnaires
Research
instruments
Tools for collecting
primary
data
Questionnaires
Common
research instrument
Open-end questions
Questions where
respondents
answer in their
own
words
Mechanical
instruments
Instruments that
monitor
consumer
behavior
Implementing the research plan
Putting the
plan
into
action
Interpreting and reporting the findings
Interpreting
the
results
Analysing and using marketing information
Conducting
additional
analysis
Customer
Relationships Management (
CRM
)
Builds
loyalty
with customers
Intranet
Internal network for
stakeholders
Marketing research for small businesses
Differs from
larger
firms
International research
Follows the
same
steps as
domestic
research
Domestic research
Deals with fairly
homogeneous
conditions
International
research
Deals with
diverse
conditions
Public
policy and ethics in marketing research
Concerns both the
sponsoring organization
and the
research participants