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Unit 4 MR

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11 views3 pages

Unit 4 MR

Uploaded by

vallepriieto
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SECONDARY DATA COLLECTION METHODS

UNIT 4
1. New information needs
In a fast changing society new marketing concepts emerge to answer to this new
paradigm. We face increasing challenges to know consumer’s profiles that
follow/reflect those social changes.
Markets are not massive anymore. Therefore mass communication campaigns are not
as e>ective as before.
Markets profiles are not homogeneous realities anymore. The population tends to grow
more slowly or decrease. Ageing population.
Changes in the concepts of “family” and “home”. Social diversity. General education
level has improved. Increase of new technologies.

2. Databases’ design principles. Nature of key information


Database design principles are fundamental guidelines and best practices that help
ensure the e>icient, organized, and reliable storage and retrieval of data in a database
system. These principles are crucial for creating databases that meet the needs of an
organization while minimizing data redundancy, improving data integrity, and optimizing
query performance. Here below are the main principles of database design.
1. Normalisation
2. Atomicity, Consistency, Isolation,
Durability (ACID)
3. Entity-Relationship Modelling
4. Data Integrity
5. Data Types
6. Indexing
7. Normalisation
8. Performance Optimisation
9. Security
Data base principles
10.Backup and Recovery
11.Scalability
12.Documentation
13.Data Validation
14.Concurrency Control
15.Data Access Patterns
16.Testing and Optimization
17.Maintenance and Monitoring

Key variables. Nature of key information


There are certain variables that are particularly important.
• Demographic information: Who? How many? Where? Age? This information is
easy to obtain; can be useful through time and helps to define the market
segmentation.
• Psychographic information: Opinions, beliefs, lifestyles. It is important to
identify the di>erent types of consumer personalities: sociable, adaptable,
serious, conscious, etc. Is an information diOicult to obtain and interpret.
Benefits derived from the mixed analysis of demographic and psychological
variables.
1. Estimate market size.
2. Predict the consumer behaviour.
3. Adapt the communication coherently between products and consumer values.
4. Develop an e>ective communications strategy.

B2B
1. Segment your market into diOerent groups (e.g., by industry, size, revenue, or
location), and tailor your o>erings and marketing strategies more e>ectively.
2. Having detailed profiles of individual client companies, outlining their business
model, needs, and decision-making processes.
3. Market size and potential: determining the total number of potential B2B
clients provides insight into market saturation and growth opportunities. This
helps businesses gauge the scale of opportunities and the potential return on
investment (ROI).
4. Develop an eOective resource allocation plan, logistics planning, and regional
market strategies.
5. Guide product development, ensuring that the company's o>erings solve real
client pain points.
6. Insights into what clients prioritize (e.g., cost- e>iciency, reliability,
customization): prepare a stronger value proposition.
7. Predict clients’ openness to new products or services.
8. Highlight opportunities for rebranding and repositioning.
9. Find demand patterns and helps prioritize production, inventory, and
marketing e>orts.
10. Understanding client procurement processes, such as whether they plan their
purchases in advance or react to short-term needs (forecasting and managing
sales cycle).

Where can we find key secondary information?


1. Demographics: at the national and international statistics institutes
(population, age, sex, homes structure, expenditure etc.).
2. Consumption patterns: studying the credit cards movements, loyalty cards
usage, etc.
3. Behaviour patterns: analysing cookies, habits for purchasing online and o>line
(from the company sales data base: day, hour, type of products etc.).
4. Mass media: radio, newspapers, magazines, online platforms (for example
Medium).
5. Social Media: trend topics, main concerns of specific groups of consumer etc.
6. Industries special media and trends reports.

B2B
1. Trade associations and industry bodies. Chambers of commerce, trade
commissions and similar organisations.
2. Government data bases.
3. Business news and trade publications (Bloomberg, Reuters, The Economist).
3. Databases utility in the Marketing Management

Database utility: MARKET ANALYSIS + PRODUCT/ SERVICE ANALYSIS


MARKET ANALYSIS
• To identify market segments: An identifiable group of individuals, families,
businesses or organisations, sharing one or more characteristics or needs in an
otherwise homogeneous market. Market segments generally respond in a
predictable manner to a particular marketing or promotion o>er
• To forecast/estimate sales.
• To calculate de market size and trend (growth, stagnation, decline).

PRODUCT AND SERVICE ANALYSIS


• To design the products.
• To evaluate products valued features.
• To asses the importance of service in the purchase decision.

PROMOTION AND DISTRIBUTION ANALYSIS


• To design communication activities and publicity.
• To improve the communication strategy.
• To improve the distribution

MARKETING PLANIFICATION
• To understand changes in consumer behaviour.
• To know the motivation when the consumer buys.
• To identify new business strategies.

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