體育市場營銷基礎Lesson9ManagingMarketingInformation4TheImportanceofInformationCompaniesneedinformationabouttheir:CustomerneedsMarketingenvironmentCompetitionMarketingmanagersdonotneedmoreinformation,theyneedbetterinformation.InformationOverload“Inthisohsooverwhelminginformationage,it’salltooeasytobeburied,burdened,andburnedoutbydataoverload.”TheMarketingInformationSystemTheMarketingResearchProcess

12341、DefiningtheProblem&ObjectivesGatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.ExploratoryResearchDescriptiveResearchCausalResearchDescribesthings(e.g.,marketpotentialforaproduct,Demographics,andattitudes).Testshypothesesaboutcause-and-effectrelationships.2、DevelopingtheResearchPlanIncludes:DeterminingtheexactinformationneededDevelopingaplanforgatheringitefficientlyPresentingthewrittenplantomanagementOutlines:SourcesofexistingdataSpecificresearchapproachesContactmethodsSlingplansInstrumentsfordatacollection2.2GatheringSecondaryDataInformationthatalreadyexistssomewhereInternaldatabasesCommercialdataservicesGovernmentsourcesAvailablemorequicklyandatalowercostthanprimarydataMustberelevant,accurate,current,andimpartialOnlineDatabasesDialogputsanincrediblewealthofinformationatthekeyboardsofmarketingdecisionmakers.Dialogputs“informationtochangetheworld,oryourcornerofit”atyourfingertips.2.3ObservationalResearchThegatheringofprimarydatabyobservingrelevantpeople,actions,andsituations.Ethnographicresearch:Observationin“naturalenvironment”Mechanicalobservation:PeoplemetersCheckoutscannersObservationalResearchFisher-Pricesetupanobservationlabinwhichitcouldobservethereactionsoflittletotstonewtoys.SurveyResearchMostwidelyusedmethodforprimarydatacollection.Approachbestsuitedforgatheringdescriptiveinformation.Cangatherinformationaboutpeople’sknowledge,attitudes,preferences,orbuyingbehavior.ExperimentalResearchTriestoexplaincause-and-effectrelationships.Involves:selectingmatchedgroupsofsubjects,givingdifferenttreatments,controllingunrelatedfactors,andcheckingdifferencesingroupresponses.Strengths&WeaknessesofContactMethodsChoosingtheSleSle–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SlingunitHowmanypeopleshouldbesurveyed?SlesizeHowshouldthepeopleintheslebechosen?SlingprocedurePrimaryDataCollectionMechanicalDevicesPeopleMetersSupermarketScannersGalvanometerEyeCameras

QuestionnairesWhatquestionstoaskFormofeachquestionClosed-endedOpen-endedWordingOrderingResearchInstruments

Questionnaires

Sle–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SlingunitHowmanypeopleshouldbesurveyed?SlesizeHowshouldthepeopleintheslebechosen?Slingprocedure問卷設計結構：封面信、問題及答案、編碼及其他資料步驟：探索性工作、設計問卷、初稿試用、修改定稿其它：結構：封面信：說明調查者的身份：“我（我們）是誰”說明調查的大致內容：“我(們)正在進行….方面的調查”說明調查的主要目的：“我(們)這次調查的目的是….”說明調查對象的選取方法和對調查結果保密的措施:“本調查以不記名的方式進行，答案無對錯之分，請您不必有任何的顧慮”。在信的結尾處，一定要真誠地感謝被調查者的合作與幫助。指導語：“請您根據自己的實際情況在合適的答案上畫圈….”問題及答案：主體部分開放式問題：封閉式問題編碼及其他資料：問卷編號、調查員編號、調查日期、被調查者住地等。結構：步驟：探索性工作：避免出現含糊和不符合實際的問題設計問卷初稿：卡片法和框圖法試用：小范圍發放，回收檢驗修改定稿：其它：問題的語言要盡量簡潔、明確、通俗、易懂問題不帶有傾向性不要用否定形式提問不要直接詢問敏感性問題問題的數量：20-30分鐘問題的順序：相倚問題：BACKCollectingtheDataProcessingtheDataAnalyzingtheData

ResearchPlanMostExpensive&SubjecttoError3、ImplementingtheResearchPlan4、Interpreting&ReportingFindingsManagersandresearchersmustworktogetherwheninterpretingresearchresults.Step1.InterprettheFindingsStep2.DrawConclusionsStep3.ReporttoManagementCustomerRelationshipManagementManycompaniesutilizeCRMCapturecustomerinformationfromallsourcesAnalyzeitindepthApplytheresultstobuildstrongerrelationships.Companieslookforcustomertouchpoints.CRManalystsdevelopdatawarehousesandusedataminingtechn