The whole effort is to support and uplift beginners in marketing who search essentials in marketing. Reference Text - Principles of Marketing, 15th Edition, By Phillip Kotler and Gary Armstrong

1. MANAGING MARKETING
INFORMATIONTO GAIN
CUSTOMER INSIGHTS
Mahesh Weeratunge
Senior Lecturer and Examiner

2. Recommended StudyText
Principles of Marketing
15th Edition
By
Phillip Kotler
Gary Armstrong
Cannot be duplicated or modified without any permission6/4/2018 2

3. Coverage… (Chapter 4)
■ Marketing information and customer insights
■ Evaluating the need of marketing information and developing marketing information
■ Marketing Research
– Observational Research
– Survey Research
– Experimentation Research
– Focus Group Discussions
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4. Marketing Information and Customer
Insights
■ Customer insights vital right business decisions
■ Customer insights identified as fresh understandings of customers and the market
place derived from marketing information that becomes the basis for creating
customer value and relationship.
■ Customer insights and other marketing related information can be gathered by way of
managing strategically designed Marketing Information System (MIS) within the
organization.
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5. Marketing Information System (MIS)
■ Marketing information system (MIS) is defined as; people and procedures dedicated to
assessing information needs, developing the needed information, and helping decision
makers to use the information to generate and validate actionable customer and market
insights.
■ Marketing Managers and others in different decision making levels are using the MIS
system in business.
■ MIS must assure information accuracy, providing up-to-date information at the right time,
provide sufficient information at cost effective manner.
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6. Marketing Information System (MIS)
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7. Developing Marketing Information
■ Marketer can obtain the needed information from
– Internal data
– Competitive marketing intelligence approach
– Marketing Research
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Internal Databases
Electronic or manual collection of
consumer and market information
obtained from data sources within the
company network
Competitive Marketing Intelligence
The systematic collection and analysis of publicly available
information about competitors, consumers and
development in the marketing environment.
Marketing Research
The systematic design, collection,
analysis and reporting of data relevant
to a specific marketing situation facing
an organization.

8. Marketing Research Process
Defining the problem
and research objective
Developing the
research Plan for
collecting information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design,
collection, analysis and
reporting of data relevant to a
specific marketing situation
facing an organization.

9. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Marketing manager and researcher must have a clear idea about the problem, needed information and objective to reach after the
research findings.
Marketing Research project might have one of the three type of objectives; Exploratory Research, Descriptive Research and Causal
Research
Exploratory Research
Marketing research to gather
preliminary information that will
help define problems and suggest
hypothesis Descriptive Research
Marketing research to better describe marketing problem,
situations or markets, such as the market potential for a
product or the demographic and attitude of consumers
Causal Research
Marketing research to test
Hypothesis about cause-and-
effect relationships

10. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Marketing research plan describe the how needed information gathered effectively.
• Identifying the sources of available information
• Identifying proper research approach and data collection method – Secondary Data collection and Primary Data collection
• Contact Methods – personal, mail, telephone and online
• Research population and sampling plan
• Research instruments such as Structured Questionnaires, mechanical instruments such as people counters, scanning devices, CCTV cameras to
gather data.
Primary Data
Information collected for the specific purpose at hand.These
information can be collected through research approaches such as
Observational Research,Survey Research, Experimental Research,
FocusGroup Interviews
Secondary Data
Information that already exists somewhere, having being collected
for some other purpose.These information available in both internal
and external sources

11. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
DataTypes Primary Data Secondary Data
Meaning Information collected for the specific purpose at hand.These
information can be collected through research approaches
such as Observational Research, Survey Research,
Experimental Research, FocusGroup Interviews
Information that already exists somewhere, having being
collected for some other purpose.These information
available in both internal and external sources
Advantages • Collect up-to-date and accurate Information
• Can collect sufficient information
• Specific for existing problem
• Low cost
• Less time consuming in gathering
• No expertise skills needed
Disadvantages • Highly time consuming and expensive data
• Need to find expertise skills to collect and analyze data
• May not have sufficient information
• Information may not be accurate and up-to-date
• May not be sufficient for the purpose

12. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Primary Data and collection methods
Information collected for the specific purpose at hand.These information can be collected through research approaches such as Observational
Research, Survey Research, Experimental Research, Focus Group Interviews
Observational Research
Gathering Primary Data by observing relevant people, object, action or situations.
Ethnographic research: a form of observational research that involves sending trained observers
to watch and interact with consumers in their “natural environment”.
Survey Research
Gathering Primary Data by asking people questions about
their knowledge, attitudes, preferences and their buying
behaviors.
Experimental Research
Gathering Primary Data by selecting matched
groups of subjects, giving them different
treatments, controlling related factors, and
checking for differences in group responses.
Focus Group Interviews
Personal interviewing that involves inviting 6 to 10 people to gather for a few
hours with the trained interviewer to talk about a product, service or
organization.The interviewer focuses the group discussion on important issues

13. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Sampling Plan
A segment of the population selected for marketing research to represent the population as a whole. When looking at the research sample it must
consider Sampling unit, Sample size and Sampling procedure.Type of Samples are as given bellow
Probability Sample Nonprobability Sample
Simple Random sample – every member in the population has a known and
equal chance of selection.
Convenient sample – researcher selects the easiest population members from
which to obtain information.
Stratifies random sample – population is divided into mutually exclusive groups
and random samples are drawn from each group.
Judgment sample – the researcher uses his/her judgement to select the population
members who are good for accurate information.
Cluster (area) sample – the population divided into mutually exclusive groups
researcher draws a sample of the group to interview.
Quota sample – the researcher finds and interview a prescribed number of people
in each of several categories.

14. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Researcher and marketing manager together put their effort to implement the research plan.This
involves
• Collecting data
• Processing data by analyzing
• Arrange information for decision making purpose

15. Marketing Research Process
Defining the
problem and
research objective
Developing the
research Plan for
collecting
information
Implementing the
research plan…
collecting and
analyzing the data
Interpreting and
reporting the finding
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Marketing Research
The systematic design, collection, analysis
and reporting of data relevant to a specific
marketing situation facing an organization.
Researcher must provide finding by way of information where company management can take decision
by viewing MIS.