体育市场营销基础.ppt

Lesson9 Managing Marketing Information 4 第一页，共二十七页。 The Importance of Information Companies need information about their: Customer needs Marketing environment Competition Marketing managers do not need more information, they need better information. 第二页，共二十七页。 Information Overload “In this oh so overwhelming information age, it’s all too easy to be buried, burdened, and burned out by data overload.” 第三页，共二十七页。 The Marketing Information System 第四页，共二十七页。 The Marketing Research Process 1 2 3 4 第五页，共二十七页。 1、Defining the Problem & Objectives Gather preliminary information that will help define the problem and suggest hypotheses. Exploratory Research Descriptive Research Causal Research Describes things (e.g., market potential for a product, Demographics, and attitudes). Tests hypotheses about cause-and-effect relationships. 第六页，共二十七页。 2、Developing the Research Plan Includes: Determining the exact information needed Developing a plan for gathering it efficiently Presenting the written plan to management Outlines: Sources of existing data Specific research approaches Contact methods Sampling plans Instruments for data collection 第七页，共二十七页。 2.2 Gathering Secondary Data Information that already exists somewhere Internal databases Commercial data services Government sources Available more quickly and at a lower cost than primary data Must be relevant, accurate, current, and impartial 第八页，共二十七页。 Online Databases Dialog puts an incredible wealth of information at the keyboards of marketing decision makers. Dialog puts “information to change the world, or your corner of it” at your fingertips. 第九页，共二十七页。 2.3 Observational Research The gathering of primary data by observing relevant people, actions, and situations. Ethnographic research: Observation in “natural environment” Mechanical observation: People meters Checkout scanners 第十页，共二十七页。 Observational Research Fisher-Price set up an observation lab in which it could observe the reactions of