Chapter 4 by Ngọc Lan https://padlet.com/lan701531/icaiybikwgmls3jn en-us 2022-10-15 13:50:47 UTC 2026-03-19 03:05:12 UTC hello@padlet.com Chapter 4 : Managing Marketing Information lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341343403 2022-10-15 13:54:46 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341343403 Developing Marketing Information lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341343457 2022-10-15 13:54:54 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341343457 Assessing Marketing Information Needs lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435055 2022-10-15 16:56:16 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435055 Marketing Research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435247 disign + analysis to problem situation]]> 2022-10-15 16:56:45 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435247 Analyzing Marketing Information lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435352 2022-10-15 16:56:56 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435352 Distributing and Using Marketing Information lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435417 2022-10-15 16:57:07 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435417 Other Marketing Information Considerations lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435501 2022-10-15 16:57:19 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341435501 Marketing information system (MIS) lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341441689 2022-10-15 17:10:36 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341441689 MIS provides information lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341647312 2022-10-16 04:37:02 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341647312 marketing lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650220 2022-10-16 04:49:22 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650220 other managers lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650431 2022-10-16 04:50:10 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650431 external partners lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650522 suppliers, resellers, and marketing service agencies]]> 2022-10-16 04:50:32 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341650522 Good MIS balances lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341652447 - 50% MIS offerings
- 50% user's needs ]]> 2022-10-16 04:56:12 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2341652447 lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342012935 Pizza Hut’s database contains customer data gleaned from phone orders, online orders, and point-of-sale transactions at its more than 7,500 restaurants]]> 2022-10-16 17:15:17 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342012935 Internal data lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342013212 electronic collection (customer, market, within)]]> 2022-10-16 17:15:44 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342013212 Marketing intelligence lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342021920 analysis + public information about market, consumer, competitors ]]> 2022-10-16 17:28:20 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342021920 lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342024178 Nielsen collects diverse corporate and consumer data that are made available to their customers.]]> 2022-10-16 17:32:10 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342024178 Process lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342030749 1. Defining problem and research objectives
2. Developing research plan
3. Implementing research plan
4. Interpreting and reportings ]]> 2022-10-16 17:42:14 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342030749 Defining Problem and Research Objectives lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342556321 2022-10-17 04:59:45 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342556321 Exploratory research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342628041 gathering of preliminary information to define the problem + suggest hypothese]]> 2022-10-17 06:10:30 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342628041 Descriptive research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342629083 market potential for product or demographics + attitudes of consumers]]> 2022-10-17 06:11:27 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342629083 Causal research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342630613 test hypotheses about cause-and-effect relationships]]> 2022-10-17 06:12:52 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342630613 Developing the Research Plan lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342660215 2022-10-17 06:38:31 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342660215 Marketing Research in Small Businesses and Nonprofit Organizations lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342672529 2022-10-17 06:49:02 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342672529 International Marketing Research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342673887 - Level of economic development
- Culture
- Customs
- Buying patterns
- Difficulty in collecting secondary data
- Hard-to-reach respondents]]> 2022-10-17 06:50:12 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342673887 Public Policy and Ethics lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342674092 - Consumer privacy
- Misuse of research findings
- Consumer resentment]]> 2022-10-17 06:50:21 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342674092 lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342686431 Need information industry, competitors, potential customers, reactions new offers]]> 2022-10-17 07:00:14 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342686431 lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342687927 track changes customer needs, competitive environment, reactions to new products]]> 2022-10-17 07:01:17 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342687927 Customer Relationship Management (CRM) lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342694351 2022-10-17 07:06:18 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342694351 Touch point lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342711650 - Customer purchases
- Sales force contacts
- Service + support calls
- Web site visits
- Satisfaction surveys
- Credit and payment interactions
- Research studies]]> 2022-10-17 07:18:08 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342711650 Data warehouses lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342719934 electronic databases of finely-tuned + detailed customer information]]> 2022-10-17 07:23:41 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342719934 sophisticated software + analytical tools lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342724699 Integrates customer information -> Analyzes depth -> Applies results ]]> 2022-10-17 07:27:34 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342724699 Intranet lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342729083 employees + other stakeholders]]> 2022-10-17 07:31:25 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342729083 Extranet lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342729595 key customers + suppliers]]> 2022-10-17 07:31:55 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342729595 lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342732530 2022-10-17 07:34:30 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342732530 Outlines sources of existing data lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342839131 contact methods + sampling plans + instruments

]]> 2022-10-17 09:00:39 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342839131 Primary data lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342841627 2022-10-17 09:02:34 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342841627 Secondary data lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342842567 2022-10-17 09:03:24 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342842567 Primary Data Collection lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342845140 - Research approaches
- Contact methods
- Sampling plan
- Research instruments]]> 2022-10-17 09:05:39 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342845140 Advantages lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342847369 Speed
Cost
Provides data that a company cannot collect on its own]]> 2022-10-17 09:07:33 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342847369 Disadvantages lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342847750 Availability
Relevance
Accuracy
Impartial]]> 2022-10-17 09:07:54 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342847750 Research Approaches lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342851999 2022-10-17 09:11:30 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342851999 Contact methods lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342852638 - Mails
- Telephones
- Personal
- Online
- Focus group]]> 2022-10-17 09:12:05 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342852638 Sampling plans lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342853131 population selected for marketing research]]> 2022-10-17 09:12:30 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342853131 Research instruments lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342853783 2022-10-17 09:13:02 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342853783 Observational research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342860531 relevant people + actions + situations]]> 2022-10-17 09:18:29 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342860531 Ethnographic research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342863650 watch + interact consumers natural environment]]> 2022-10-17 09:20:55 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342863650 Survey research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342866050 descriptive knowledge, attitudes, preferences, and buying behavior  ]]> 2022-10-17 09:22:58 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342866050 Experimental research lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342867407 causal information]]> 2022-10-17 09:24:00 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342867407 Online lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342881721 Internet surveys
Online panels
Online experiments
Online focus groups]]> 2022-10-17 09:36:29 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342881721 Advantages lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342883064 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]]> 2022-10-17 09:37:46 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342883064 Probability samples lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342892429 random + cluster area sample

]]> 2022-10-17 09:45:51 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342892429 Non-probability samples lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342895563 Convenience + Judgement + Quota Sample

]]> 2022-10-17 09:48:22 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342895563 Questionnaires lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342898475 Open-end questions
Closed-end questions]]> 2022-10-17 09:50:53 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342898475 Mechanical devices lan701531 https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342901301 2022-10-17 09:53:23 UTC https://padlet.com/lan701531/icaiybikwgmls3jn/wish/2342901301