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Chapter 4-Principles of Marketing, Arab World Edition

Chapter Four of 'Principles of Marketing' focuses on Marketing Research, outlining the importance of marketing information systems and customer insights for creating competitive advantages. It details the marketing research process, including defining problems, developing research plans, and various data collection methods such as observational, survey, and experimental research. The chapter emphasizes the need for effective information management to better understand customers and market dynamics.

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2 views

Chapter 4-Principles of Marketing, Arab World Edition

Chapter Four of 'Principles of Marketing' focuses on Marketing Research, outlining the importance of marketing information systems and customer insights for creating competitive advantages. It details the marketing research process, including defining problems, developing research plans, and various data collection methods such as observational, survey, and experimental research. The chapter emphasizes the need for effective information management to better understand customers and market dynamics.

Uploaded by

Maherco
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Ch 4 -0 Copyright © 2011 Pearson Education

Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki

CHAPTER FOUR
Marketing Research

Ch 1
Ch 4 -1
-1 Copyright
Copyright © 2011
© 2011 Pearson
Pearson Education
Education
Chapter Learning Outcomes
Topic Outline

4.1 Marketing Information and Customer Insights


4.2 Assessing Marketing Information Needs
4.3 Developing Marketing Information
4.4 Marketing Research
4.5 Analyzing Marketing Information
4.6 Distributing and Using Marketing Information
4.7 Other Marketing Information Considerations

Ch 4 -2 Copyright © 2011 Pearson Education


Marketing Information and Customer Insights
Customer Insights are:

Fresh understanding of customers and the marketplace


derived from marketing information that become the basis
for creating customer value and relationships.

 Companies use such customer insights to develop


competitive advantage.
 To gain good customer insights, marketers must effectively
manage marketing information from a wide range of
sources.
 In gathering and using customer insights, however,
companies must be careful not to go too far and become
customer controlled.

Ch 4 -3 Copyright © 2011 Pearson Education


Marketing Information and Customer Insights
Marketing Information Systems (MIS)

Marketing information system (MIS) consists of people


and procedures for:
• Assessing the information needs
• Developing needed information
• Helping decision makers use the information to generate
and check customer and market insights that can be used in
real marketing activities.

Ch 4 -4 Copyright © 2011 Pearson Education


Marketing Information and Customer Insights

Ch 4 -5 Copyright © 2011 Pearson Education


1. Assessing the information needs

The marketing information system primarily serves the


company’s marketing and other managers.However it may
also provide information to external partners, such as
suppliers, resellers, or marketing service agencies.

For example:
 Google trends offers its customers data about the number of
times a certain word is searched for,Which used by Google’s
advertiser's to find the hottest words.
2. Developing needed Information
Sources of information

Ch 4 -7 Copyright © 2011 Pearson Education


Developing Marketing Information
a. Internal Data

Internal databases are electronic collections of consumer


and market information obtained from data sources within
the company network.

Example:
Mobile service providers such as Vodafone, Mobinil, and
Etisalat have comprehensive databases of their customers.
They use such database to identify the most valuable
customers, who should be treated more favorably in order
to drive their loyalty.
Vodafone’s loyalty program, called Vodafone One.

Ch 4 -8 Copyright © 2011 Pearson Education


Developing Marketing Information
b. Marketing Intelligence

Marketing intelligence is the systematic collection and


analysis of publicly available information about consumers,
competitors and developments in the marketplace.

Good marketing intelligence can help marketers to gain


insights into how consumers talk about and connect with
their brand.
Many companies send out teams of trained observers to
mix with customers as they use and talk about company’s
products.
The company can also obtain important intelligence
information from suppliers, resellers, and key
customers.

Ch 4 -9 Copyright © 2011 Pearson Education


Developing Marketing Information
c. Marketing Research

Marketing research is the systematic design, collection,


analysis, and reporting of data relevant to a specific marketing
situation facing an organization.

The marketing research process has four steps

Ch 4 -10 Copyright © 2011 Pearson Education


Marketing Research

Ch 4 -11 Copyright © 2011 Pearson Education


Marketing Research
Step 1: Defining the Problem and Research Objectives
Defining the problem and research objectives is often the hardest step in the research process.

A marketing research project might have one of three types of objectives:

Ch 4 -12 Copyright © 2011 Pearson Education


Exploratory research: marketing research to gather
preliminary information that will help define problems and
suggest ways to respond
Descriptive research: marketing research to better describe
marketing problems, situations, or markets such as the
market potential for a product or the demographics and
attitudes of consumers.
Causal research: marketing research to test hypothesis about
cause and effect relationship.

Managers often start with exploratory research and later follow with

descriptive or causal research.


Marketing Research
Step 2: Developing the Research Plan

Types of data gathered:


 Secondary data consists of information that already exists
somewhere, having been collected for another purpose.

 Primary data consists of information gathered for the


special research plan.

Ch 4 -14 Copyright © 2011 Pearson Education


Marketing Research
Primary Data Collection

Ch 4 -15 Copyright © 2011 Pearson Education


Marketing Research
Primary Data Collection:
A. Research Approaches
 Observational research involves gathering primary data by
observing relevant people, actions, and situations.
In some cases, Observation may be the only way to obtain the
needed information.
In contrast, some things simply can’t be observed, such as
feelings, attitude, and motives or private behavior. Long term or
infrequent behavior are also difficult to be observed.
 Ethnographic research involves sending trained observers
to watch and interact with consumers in their natural
environment.

Ch 4 -16 Copyright © 2011 Pearson Education


Marketing Research
Primary Data Collection: Research Approaches

 Survey research is the most widely used method and is


best for descriptive information—knowledge, attitudes,
preferences, and buying behavior.

• Flexible
• People can be unable or unwilling to answer
• Gives misleading or pleasing answers
• Privacy concerns

Ch 4 -17 Copyright © 2011 Pearson Education


Marketing Research
Primary Data Collection: Research Approaches

 Experimental research is best for gathering causal


information—cause-and-effect relationships.

Ch 4 -18 Copyright © 2011 Pearson Education


B. Contact Methods

Information can be collected by :


 Mail
 Telephone
 Personal Interviewing
 Online
Marketing Research

Ch 4 -20 Copyright © 2011 Pearson Education


Marketing Research
Contact Methods: Mail, Telephone & Personal Interviewing

Mail Questionnaires
• Large amount of respondents
• Low cost per respondent
• No interviewer bias
Challenges:
– Not Flexible
– Low response rate
– Little sample control

Ch 4 -21 Copyright © 2011 Pearson Education


Marketing Research
Contact Methods: Mail, Telephone & Personal Interviewing

Telephone Interviewing
• Gather information quickly
• Greater flexibility
Challenges
– Higher cost per respondent
– Interviewer bias is a concern

Ch 4 -22 Copyright © 2011 Pearson Education


Marketing Research
Contact Methods: Mail, Telephone & Personal Interviewing

Personal interviewing
• Individual interviewing
• Group interviewing (Focus Groups)
– Six to 10 people with a trained moderator
Challenges
○ Expensive
○ Difficult to generalize from small group
○ Consumers not always open and honest

Ch 4 -23 Copyright © 2011 Pearson Education

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