Beruflich Dokumente
Kultur Dokumente
Internal Branding
Where to Start?
Clutches
Totes Briefcases
How to respond?
To produce customer value and satisfaction you need good information on Which consumer wants and needs Category are You? Your also need information on competitors, resellers, and other forces in the marketing environment In todays age the issue is not more information but better information Many companies sit on rich information but dont manage it well Companies must design effective market information systems What is more : information must be turned into intelligence
Develop Information
Internal Internal Database Database Info Analysis Analysis
Distribute Info
Marketing g research
Marketin research
Intelligenc
Internal Data
Electronic collections of consumer and market information Various Sources are used in the organisation: Financial Operation Marketing Customer Service Sales Channel partners Easy to access Information is normally incomplete for marketing decisions Maintaining data currency requires effort Data management is more difficult than one thinks
Marketing Intelligence
Systematic collection and analysis of public information about competitors, and market place developments It is used to improve strategic decision making, track competitors, identify opportunities and threats To develop competitive intelligence many techniques available
Interviewing competitor employees / Job Posting Benchmarking Internet digging Trade show lurking Suppliers, resellers, key customers Annual reports, brochures, press, etc Databases (Patent Office, Customs, Trademarks, Specialist) Trash bin looting
Market Research
There are always gaps in both internal data & any market intelligence gathering activities Companies have specific information needs This means conducting formal studies to achieve specific information objectives Marketing Research is the systematic design, collection, analysis and reporting of data relevant to a specific market situation faced by the company and/or the brand
Observation
Observing people, actions and situations Good for exploratory research Location for a retail store, might include competitions locales, traffic distributions, neighbourhood demographic Observation labs are commonly used where applicable (e.g. Huggies wipes) Observations have limitations Difficult to observe feelings, attitudes, and motives Difficult to observe long term behaviours Should be used with other research methods Ethnographic research involves embedding researches trained observers (Marriot)
Surveys
Most widely used method Method best used to acquire descriptive information (peoples knowledge, attitudes, preferences, buying behaviour) Flexible can be used to obtain different information in varying situations Problems include: Participant is unable to answer Participant is unwilling top answer Participant is worried about appearances Participant might resent intrusion
Experiments
Method best used to acquire causal information Select groups Apply different treatments Control unrelated factors Check differences in group responses Use Experiment to try and explain cause & effect
Contact Methods
Mail Flexibility Quantity that can be collected Control of interviews effects Control of sample Poor Good Excellent Telephone Good Fair Fair Personal Excellent Excellent Poor Online Good Good Fair
Fair
Excellent
Good
Excellent
Speed of collection
Response rate Cost
Poor
Fair Good
Excellent
Good Fair
Good
Good Poor
Excellent
Good Excellent
Sampling Plan
Sample Segment of the population selected for market research purposes to represent the whole Who to be surveyed (sampling unit) ? I.e what information is needed and who is likely to have it How many people should be surveyed (sample size) Larger the more accurate; but cost more and reliability difficult to ensure How should be people be chosen (sampling procedure) Simple random every member has equal chance of selection Stratified random population divided into groups before random sampling Convenience selecting the easiests member to obtain the information from Judgement Judgement is used by researcher to select the sample Quota Find and interview a prescribed number of people in several categories
Research Instruments
Choice between questionnaires and mechanical instruments Questionnaires Closed end questions include all the possible answers, and subjects make choices between them Open end questions allow respondents to answer in their own words Take care in wording (simple, direct, unbiased) Order questions to create interest first. Ask the more difficult questions later. Mechanical instruments People meters on televisions sets Checkout scanners Cameras to monitor eye movements
Research Instruments
Choice between questionnaires and mechanical instruments Questionnaires Closed end questions include all the possible answers, and subjects make choices between them Open end questions allow respondents to answer in their own words Take care in wording (simple, direct, unbiased) Order questions to create interest first. Ask the more difficult questions later. Mechanical instruments People meters on televisions sets Checkout scanners Cameras to monitor eye movements
Thank you