A Global

Perspective
Philip Kotler
Gary Armstrong
Swee Hoon Ang
4 Siew Meng Leong
Chin Tiong Tan
Oliver Yau Hon-
Ming
Managing Marketing PowerPoint slides adapted by
Peggy Su

Information

Copyright © 2009 Pearson Education South Asia Pte Ltd 4-1

Learning Objectives
After studying this chapter, you should be able to:
1. Explain the importance of information to the company
and its understanding of the marketplace
2. Define the marketing information system and discuss
its parts
3. Outline the steps in the marketing research process
4. Explain how companies analyze and distribute
marketing information
5. Discuss the special issues some marketing researchers
face, including public policy and ethics

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Chapter Outline
1. Assessing Marketing Information Needs
2. Developing Marketing Information
3. Marketing Research
4. Analyzing Marketing Information
5. Distributing and Using Marketing Information
6. Other Marketing Information Considerations

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Assessing Marketing
Information Needs
• A marketing information system (MIS)
consists of people, equipment, and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers.
• Hệ thống thông tin tiếp thị (MIS) bao gồm con
người, thiết bị và quy trình để thu thập, sắp
xếp, phân tích, đánh giá và phân phối thông
tin cần thiết, kịp thời và chính xác cho những
người ra quyết định tiếp thị.

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Assessing Marketing
Information Needs

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Assessing Marketing
Information Needs
• MIS provides information to the company’s
marketing and other managers and external
partners such as suppliers, resellers, and
marketing service agencies

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Assessing Marketing
Information Needs
• MIS must monitor the marketing environment to
provide decision makers with information and
insights they should have to make key
marketing decisions.
• Issues to consider:
• Amount of information
• Availability of information
• Costs

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Developing Marketing Information
Marketers can obtain information from:
• Internal database
• Competitive marketing intelligence
• Marketing research

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Developing Marketing Information

Internal Database: Cơ sở dữ liệu nội bộ

• Internal databases: Collections of consumer and
market information obtained from data sources within
the company’s network.: Bộ sưu tập thông tin về người
tiêu dùng và thị trường thu được từ các nguồn dữ liệu
trong mạng lưới của công ty.

• Information is collected via transaction, web, social

media site visits.: Thông tin được thu thập thông qua
giao dịch, web, truy cập trang mạng xã hội.

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Developing Marketing Information
Advantages and Disadvantage of
Internal Databases
Advantages: Disadvantages:
• Can be accessed more • Incomplete information
quickly • Wrong form for decision
• Less expensive making
• Timeliness of
information
• Amount of information
• Need for sophisticated
equipment and
techniques
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Developing Marketing Information
Marketing Intelligence
• Competitive marketing intelligence is the
systematic collection and analysis of publicly
available information about consumers,
competitors, and developments in the
marketplace.
• The goal of marketing intelligence is to:
• Improve strategic decision making,
• Assess and track competitors’ actions, and
• Provide early warning of opportunities and
threats.
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Marketing Research
Marketing research is the
systematic design, collection,
analysis, and reporting of
relevant data to a specific
marketing situation facing an
organization.:
- Nghiên cứu tiếp thị là quá trình
thiết kế, thu thập, phân tích và
báo cáo dữ liệu có liên quan
một cách có hệ thống đến một
tình huống tiếp thị cụ thể mà
một tổ chức đang phải đối mặt.

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Marketing Research

Steps in the marketing research process

1. Defining the problem and research objectives

2. Developing the research plan
3. Implementing the plan
4. Interpreting and reporting the findings

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Marketing Research

Defining the Problem and Research Objectives

Types of objectives:
• Exploratory research
• Descriptive research
• Causal research

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Marketing Research

Defining the Problem and Research Objectives

• Exploratory research is the gathering of preliminary
information that will help to define the problem and
suggest hypotheses.: Nghiên cứu thăm dò
• Descriptive research is to describe things such as
market potential for a product or the demographics and
attitudes of consumers who buy the product.: mô tả
vấn đề, diễn giải
• Causal research is to test hypotheses(giả thuyết)
about cause-and-effect relationships.: nghiên cứu
nhân quả

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Marketing Research

Developing the Research Plan: bản giấy show

cho mangager
The research plan
• Outlines sources of existing data
• Spells out the specific research approaches,
contact methods, sampling plans, and
instruments that researchers will use to gather
data

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Marketing Research

Developing the Research Plan

The research plan is a written proposal(đề xuất)
that includes:
• Management problem
• Research objectives
• Information needed
• How the results will help management
decisions
• Budget
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Marketing Research

Developing the Research Plan

• Secondary data consists of information that
already exists somewhere, having been
collected for another purpose.: lấy dữ liệu,
nghiên cứu trên mạng
• Primary data consists of information gathered
for the special research plan.: dữ liệu mà cty
tự thu thập cho mục đích nghiên cứu của mìn

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Marketing Research
Secondary data:
+ Advantages: – Disadvantages:
• Quick • Unavailable
• Low cost • Irrelevant
• Provides data that a • Inaccuracy; k hợp lí
company cannot • Impartial: k thiên vị
collect on its own

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Marketing Research

Primary Data Collection

• Research approaches
• Contact methods
• Sampling plan
• Research instruments

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Marketing Research

Research Approaches
• Observational research: quan sát involves
gathering primary data by observing relevant
people, actions, and situations.
• Ethnographic research: tốn phí hơn, phải
tương tác với consumer involves sending
trained observers to watch and interact with
consumers in their natural environment.

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Marketing Research

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

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Marketing Research
Research Approaches
• Experimental research is best for gathering
causal information
• Tries to explain cause-and-effect
relationships.

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Marketing Research
Contact Methods
Mail questionnaires
• Collect large amounts of information
• Low cost
• Less bias with no interviewer present
• Lack of flexibility
• Low response rate
• Lack of control of sample

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Marketing Research
Contact Methods
Telephone interviewing
• Collects information quickly
• More flexible than mail questionnaires
• Interviewers can explain difficult questions
• Higher response rates than mail questionnaires
• Interviewers communicate directly with respondents
• Higher cost than mail questionnaires
• Potential interviewer bias

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Marketing Research

Contact Methods
Mail, telephone, and personal interviewing
• Personal interviewing
• Individual interviewing
• Group interviewing

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Marketing Research
Contact Methods
• Personal interviewing
• Individual interviewing
• Involves talking with people at home or the office,
on the street, or in shopping malls
• Flexible
• More expensive than telephone interviews
• Group interviewing or focus group interviewing
• Involves inviting 6 to 10 people to talk with
a trained moderator

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Marketing Research
Contact Methods
Online marketing research
• Internet surveys
• Online panels
• Online experiments
• Online focus groups

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Marketing Research

Contact Methods
Online marketing research
• Low cost
• Speed to administer
• Fast results
• Good for hard-to-reach groups
• Hard to control who’s in the sample
• Lack of interaction
• Privacy concerns
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Marketing Research

Sampling Plan
• A sample is a segment of the population selected
for marketing research to represent the population
as a whole.: Mẫu là một phân khúc dân số được
chọn cho nghiên cứu tiếp thị để đại diện cho toàn
bộ dân số.
• Who is to be surveyed?
• How many people should be surveyed?
• How should the people be chosen?

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Marketing Research
Type of samples:
• Probability samples: Each population member has a known
chance of being included in the sample (Random, stratified
random, cluster): Mẫu xác suất

• Non-probability samples:Mẫu phi xác suất Used when

probability sampling costs too much or takes too much time
(Convenient, judgment, quota).

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Marketing Research
Research Instruments
• Questionnaires
• Mechanical devices

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Marketing Research
Research Instruments
• Questionnaires
• Most common
• Administered in person, by phone, or online
• Flexible
• Open-end questions
• Closed-end questions

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Marketing Research
Research Instruments
• Closed-end questions- yes/no question include all the possible
answers, and subjects are to make choices among them.
• Provides answers that are easier to interpret and tabulate
• Open-end questions : yes/no and explain allows respondents
to answer in their own words.
• Useful in exploratory research

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Marketing Research
Implementing the Research Plan
• Collecting data
• Processing the information
• Analyzing the information

Issues to consider:
• What if respondents refuse to cooperate?
• What if respondents give biased answers?
• What if interviewer makes mistakes or takes shortcuts?

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Analyzing Marketing Information
Customer Relationship Management (CRM)
• Manage detailed information about individual
customers and consumer touchpoints to
maximize customer loyalty.
• Consists of sophisticated software and
analytical tools
• Integrates customer information from all
sources
• Analyzes it in depth
• Applies the results to build stronger customer
relationships
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Analyzing Marketing Information
Customer Relationship Management (CRM)
• Data warehouses are comprehensive
companywide electronic databases of finely-
tuned, detailed customer information.
• Uses:
• To understand customers better
• To provided higher levels of customer service
• To develop deeper customer relationships
• To identify high-value customers

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Analyzing Marketing Information
Customer Relationship Management (CRM)
• Touch points:n~ điểm mà brand cthe bt đc
hvi của customer Every contact between
the customer and company
• Customer purchases
• Sales force contacts
• Service and support calls
• Web site visits
• Satisfaction surveys
• Credit and payment interactions
• Research studies
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Distributing and Using Marketing
Information
• Information distribution involves entering
information into databases and making it available
in a time-useable manner.
• Intranet provides information to employees and other
stakeholders.
• Extranet provides information to key customers and
suppliers

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Other Marketing Information
Considerations
Marketing Research in Small Businesses and
Nonprofit Organizations
• Need information about their industry,
competitors, potential customers, and
reactions to new offers
• Must track changes in customer needs and
wants, reactions to new products, and
changes in the competitive environment

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Other Marketing Information
Considerations
Marketing Research in Small Businesses and
Nonprofit Organizations
• Sources of marketing information:
• Observing their environment
• Monitoring competitor advertising
• Evaluating customer mix
• Visiting competitors
• Conducting informal surveys
• Conducting simple experiments

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Other Marketing Information
Considerations
Marketing Research in Small Businesses and
Nonprofit Organizations
• Sources of marketing information:
• Secondary data
• Trade associations
• Chambers of commerce
• Government agencies
• Media

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Other Marketing Information
Considerations
International Marketing Research
• Additional and different challenges:
• Level of economic development
• Culture
• Customs
• Buying patterns
• Difficulty in collecting secondary data
• Hard-to-reach respondents

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Other Marketing Information
Considerations
Public Policy and Ethics in Marketing
Research
• Intrusions on consumer privacy
• Consumer resentment
• Misuse of research findings

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