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Unit 9 Marketing Information Management

Unit 9 Marketing Information Management. Chapter 28 Marketing Research Chapter 29 Conducting Marketing Research. Chapter 28 Marketing Research. Section 28.1 Marketing Information Systems Section 28.2 Types, Trends, and Limitations of Marketing Research. 9.4.12.N.(3).1,. 9.4.12.N.(3).2.

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Unit 9 Marketing Information Management

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  1. Unit 9Marketing Information Management Chapter 28Marketing Research Chapter 29 Conducting Marketing Research

  2. Chapter 28Marketing Research • Section 28.1 Marketing Information Systems • Section 28.2 Types, Trends, and Limitations of Marketing Research 9.4.12.N.(3).1, 9.4.12.N.(3).2 9.4.12.N.(4).10

  3. Key Terms marketing research marketing information system quantitative research qualitative research attitude research market research media research product research Marketing Information Systems Objectives Describe the purpose of marketing research Explain the characteristics and purposes of a marketing information system Identify the methods of conducting marketing research Marketing Essentials Chapter 28, Section 28.1

  4. marketing research The process and methods used to gather information, analyze it, and report findings related to marketing goods and services. Defining Marketing Research Marketing researchinvolves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services. Marketing research is most often used by companies to: Determine consumers’ attitudes and preferences Test product features Determine market size and growth potential Learn about competitive products Determine buying cycles Understand how the company is perceived by the public Wkbk pg. 243

  5. Why Is Marketing Research Important? The information obtained from research helps businesses increase sales and profits. Research answers questions about: What products to produce At whatprice to sell them Who will buy the products How the products will be promoted Research also helps solve marketing problems and gauge the potential of new ideas. Marketing Essentials Chapter 28, Section 28.1

  6. marketing information system A set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions. Marketing Information Systems A marketing information system is a set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions. Marketing Essentials Chapter 28, Section 28.1

  7. quantitative research A type of research that answers questions that start with “how many” or “how much.” qualitative research A type of research that focuses on smaller numbers of people (usually fewer than 100) and tries to answer “why” or “how” questions. Types of Marketing Research Quantitative research answers questions that start with “how many” or “how much.” It gathers information from large numbers of people, often using surveys or questionnaires. Qualitative research focuses on smaller numbers of people and focuses on trying to answer questions about “why” or “how.”This type of research relies heavily on in-depth interviews. Most marketing research efforts combine both quantitative and qualitative methods. Marketing Essentials Chapter 28, Section 28.2

  8. Videos • http://www.youtube.com/watch?v=cVkrVaY_KjA The qualities of a good qualitative researcher http://www.youtube.com/watch?v=638W_s5tRq8 When should I use qualitative vs. quantitative research (take notes from video)

  9. attitude research A type of research designed to obtain information on how people feel about certain products, services, companies, or ideas; also known as opinion research. Attitude Research Attitude research, also known as opinion research, is designed to obtain information on how people feel about certain products, services, companies, or ideas. Customers are usually asked to rate “how satisfied” they are with a product or service they purchased or used. Consumer panels, also called focus groups, are groups of people who are questioned to provide information. Wkbk. pg. 242

  10. Market research Information about the size and location of a market, the competition, and the segmentation within the market for a particular product or service. Market Research Market researchis concerned with: The size and location of a market The competition The segmentation within the market for a particular product or service Market research is needed before a product is introduced to the market and on a regular basis through a product’s life. Marketing Essentials Chapter 28, Section 28.2

  11. product research The evaluation of product design, package design, product usage, and consumer acceptance of new and existing products. Product Research Product researchcenters on evaluating: Product design Package design Product usage Consumer acceptance of new and existing products Product research is also conducted to collect information about competitive products. Concept testing, product positioning, and pricing studies are frequently done with focus groups to get initial consumer reactions to a product or service idea.

  12. Media research Media research Focuses on issues of media selection and frequency. Measures the effectiveness of the advertising message and media placement. Media research focuses on the issues of • Media selection and frequency. • It measures the effectiveness of the advertising message and media placement. • Businesses often conduct research to determine which media or mix of media are most effective for getting an advertising message to a particular market. Wkbk pg. 247

  13. What is market research and what is it’s purpose? • How does quantitative research differ from qualitative research? • What is attitude research? • What is market research? • Give an example of where product research would be used. CHAPTER 28 REVIEW

  14. Refer to their paper • http://www.reportlinker.com/ci02154/Fitness.html • http://www.reportlinker.com/ci02118/Clothing-Stores.html • http://www.reportlinker.com/ci02418/Banking.html • http://www.reportlinker.com/ci02150/Beauty-and-Wellness-Services.html • http://www.reportlinker.com/ci02124/Women-s-Clothing.html • http://www.reportlinker.com/ci02300/Automotive-Manufacturing.html • http://www.reportlinker.com/ci02295/Automotive-Service.html • http://www.reportlinker.com/ci02375/Plastic.html • http://www.reportlinker.com/ci02425/Insurance.html • http://www.reportlinker.com/ci02402/Education-and-Training.html

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