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Module 4 - 1

This document discusses how marketing information systems capture customer insights and assess marketing information needs. It outlines the steps in the marketing research process, including defining problems and objectives, developing a research plan, collecting primary and secondary data through various methods, analyzing and interpreting findings, and reporting conclusions to management. The goal is to provide organizations with fresh insights into customer needs and wants to help decision-makers generate customer insights and make informed decisions.

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Krupa Shah
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24 views14 pages

Module 4 - 1

This document discusses how marketing information systems capture customer insights and assess marketing information needs. It outlines the steps in the marketing research process, including defining problems and objectives, developing a research plan, collecting primary and secondary data through various methods, analyzing and interpreting findings, and reporting conclusions to management. The goal is to provide organizations with fresh insights into customer needs and wants to help decision-makers generate customer insights and make informed decisions.

Uploaded by

Krupa Shah
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Capturing Marketing Insights

Marketing Information and Customer Insights


Customer Insights
Fresh and deep insights into customers needs and wants Value creation

Marketing Information
Assessing and developing informational needs Helping decision makers use the information to generate customer insights

Marketing Information System

Assessing Marketing Information Needs


MIS provides information to the companys marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
Users Needs

MIS Offerings

Developing Marketing Information

Internal data

Marketing intelligence
Marketing research

Marketing Research
Steps in the Marketing Research Process

Defining the Problem and Research Objectives

Exploratory research
Descriptive research

Causal research

Developing the Research Plan and Information collection


Outlines sources of existing data Secondary data online databases Primary data

Primary data Collection Method


Research Approaches
Observational research Ethnographic research Survey research Experimental research

Primary data Collection Method


Mail, telephone, personal Interviewing

Online Focus Groups

CONTACT METHODS

Focus Group Interviewing

Online Marketing Research

Primary data Collection Method


Sampling Plan

Probability Sample

Non Probability Sample

Primary data Collection Method


Questionnaire s Mechanical Instruments

Research Instruments

Developing Marketing Information


Implementing the Research Plan

Collecting the information Processing the information Analyzing the information Interpret findings

Draw conclusions
Report to management

Classification
Problem Identification Research
Market Potential Research Market share Research Market characteristics Sales analysis Forecasting Business Trends

Problem Solving Research


Segmentation Research Product Research Pricing Research Promotion Research Distribution Research

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