Marketing Research & Communications (2)
On completion of this Lecture and Unit 9 of the text, you should be able
Define marketing research and understand the need for it
Describe the link between marketing research and decision-making
Understand the key roles of marketing research
Describe the challenges and limitations in marketing research
Understand key ethical considerations
UNIT 9 (P.95)
Business Research Methods.
Your Dissertation is actually very similar a marketing research
Unit 9 1/17
Unit 9 2/17
Customer databases 1
Questionnaire Design, Sampling
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Unit 9 3/17
Frequency of travelling per month
Frequency of watching movie in cinema
Expenditure on wine
Use of technology
What kinds of mobile phone do you use?
Unit 9 4/17
The Integration of
Marketing Research 1
Customer databases 2
Customer databases are very important because of
the following reasons.
As a source of marketing intelligence
On customer purchase behaviour
Customer loyalty (length of relationship, value)
Customer response to marketing communications, new products,
Includes information from other internal sources, such as:
sales, customer satisfaction, complaints, advertising spend,
previous promotional campaigns, previous research studies
Still prevalent but now feeding the databases
As marketing decision support systems
creates an interactive system to assist in analysis of marketing
modelling, trends, forecasts, statistical evaluation
real-time reports and critical incident alerts by computer
How do we
handle data ?
Databases identify respondents and topics
Unit 9 5/17
There is new term
to replace this in
Not Necessary now !!
world it is
Credit cards, Octopus cards, online shopping, Internet from text in Wilson (2006) by McLeod 2010
surfing can all record our shopping behavior.
Unit 9 6/17
The Integration of
Marketing Research 2
In the past, surveys were used to get information on
customer behaviour, awareness levels, attitudes
Now, organisations often hold significant amounts of data on
In conducting market
analyze the macro
as well as micro
Customer databases used
to identity potential respondents and topics for Marketing
Integrated approach often adopted
collection, recording, analysing and interpreting data
customer information, competitors and markets
IMR refers to the interrelationship between customer databases and marketing
research that allows organizations to combine or integrate the collection,
recording, analyzing and interpreting of information on customer , competitors
and markets. This integration has led to the development of the concept of
integrated Marketing Research (See Unit 9 P.95 )
Unit 9 P.95
A failure example : HKTV ?
Unit 9 7/17
What do we call this
kind of analysis ?
Unit 9 P.97
PESTLE Analysis (pestle.com)
(see slide 10)
Source: Jobber, D.
and Practices of
Marketing, McGrawHill, Berkshire
Unit 9 8/17...