3
chapter:
Managing
MARKETING INFORMATION
To Gain Customer Insights
Katarína Chomová, 2012
We dont´t
need more information, we need
better
information!
Marketing information system (MIS)? People and procedures for assesing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
Marketing research?
The Marketing Research Process?
Primary and Secondary Data?
Questionnaire? The questionnaire is by far the most common instrument, whether administered in person, by phone, or online. Questionnaires are very flexible—there are many ways to ask questions.
Contact Methods?
Experimental Research?
Focus Group Interviewing?
Mystery Shopping? Mystery shopping is a tool used externally by market research companies or watchdog organizations or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services.
Online marketing research?
Radian6 Radian6 enables organizations to become Socially Engaged Enterprises, with the power to understand and gain insights about social media through metrics, measurement, sentiment and analytics reporting. Social media listening, tracking, monitoring and engagement tools allow organizations to successfully employ a social media strategy and understand the impact the Social Graph and Social CRM have on their success. Radian6 can also provide advice on how to use social media guidelines, best practices, case studies and training for staff.
To prepare for a career in marketing research, students usually: • Take all the marketing courses. • Take courses in statistics and quantitative methods. • Acquire computer skills. • Take courses in psychology and consumer behavior. •
Acquire effective written and verbal communication skills.
•
Think creatively.
Career ladder in marketing research:
Vice-President of Marketing Research:
This is the senior position in marketing research. The VP is responsible for the entire marketing research operation of the company and serves on the top management team. Sets the objectives and goals of the marketing research department.
Research Director:
Also a senior position, the director has the overall responsibility for the development and execution of all the marketing research projects.
Assistant Director of Research
Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.
Senior Analyst: Participates in the development of projects and directs
the operational execution of the assigned projects. Works closely with the analyst, junior analyst, and other personnel in developing the research design and data collection. Prepares the final report. The primary responsibility for meeting time and cost constraints rests with the senior analyst.
Analyst: Handles the details involved in executing the project. Designs and pretests the questionnaires and conducts a preliminary analysis of the data.
Junior Analyst: Handles routine assignments such as secondary data analysis, editing and coding of questionnaires, and simple statistical analysis.
Field Work Director: Responsible for the selection, training,
supervision, and evaluation of interviewers and other field workers.