customer information system
TRANSCRIPT
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chapter
15
Customer Information Systems
McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
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Customer Information Systems
Todays Objectives
Objectives will be to:
Define and understand marketing research
Explore a framework for marketing research
Examine marketing research data-collection methods
Compare how online methods differ from offline methods
Discuss what research is best suited by the Internet
Understand the implications of international Internet market research
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Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
Chapter 15: Customer Information
Systems
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
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Exhibit 15.1: Customer-Centric
Marketing Process
Marketing Research
Marketing Strategy
and Tactics
Customer Relationship
Management
Sales Force Management
and Customer Experience
Database Marketing
Acquire/Up-Sell
Cross-Sell
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Exhibit 15.2: Leveraging Customer
Information
Define
Problem
Collect
Data
Organize
Data
Analyze
Data
Utilize
Data
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Exhibit 15.3: Customer Information
System
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MarketingResearch
Exhibit 15.4: Framework of Marketing
Research
Opportunity/Problem Definition
Research Design
Data Collection and Entry
Data Analysis
Final Report/Data Utilization
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Marketer Public
Consumer
CustomerMarketing Research
Market Problems
Target Market
Market Opportu nit ies
Identification
Definition
Action
Exhibit 15.5: What Is Marketing
Research?
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Marketing Research Objectives
Marketing Research Attempts to Perform Three Basic Tasks:
Marketing
Research
Description
Diagnosis
Prediction
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
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Benefits of Marketing Research
Improve the quality of decision-making
Guide communications with current and potential customers
Identify potential opportunities in the marketplace
Minimize business risk by uncovering prospective problems
Create benchmarks and track progress
Evaluate overall success
Many more
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Benefits of Internet Marketing
Research
Quicklygain crucial market intelligence
Act upon first-mover advantages
Stay afloat in a fast-paced environment
Reduce market research costs
Many more
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Exhibit 15.6: Popular Uses of Marketing
Research
Who are my
customers?Conjoint
Analysis
How to
segmentthe market?
What is
the price
elasticity?
What are
the growth
trends?
Who are my
competitors?What do
they like?
When
do they
purchase?
Marketing
Research
Opinion
Research
Competitive
Analysis
Buying-Habit
Studies
Environmental
Studies
Customer
Identification
Discrete Choice
Modeling
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
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Exhibit 15.7: Opportunity/Problem
Definition
Project Title
Statement of MarketingProblem/Opportunity
Project Objective(s)
Questions That the Study
Attempts to Answer
Market
Research on
Internet Habits
of Teenagers
Teenagers
Make Up aLarge Portion
of the Market
Identify the
Characteristics
of Webpages
Teenagers Visit
Ex.: What Sites
Do Teenagers
Visit Most?
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Why?
How?
When?
How
Often?
How
Many?
Who,
What,
When,
Where?
What
Causes
What?
Exploratory Research Conclusive Research
Study Type
Causal
Research
Descriptive
Research
Exhibit 15.8: Deciding on a Research
Design Type
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Exhibit 15.9: Types of Marketing
Research Data
Information
Previously Collected
and PublishedSecondary Research
Primary Research
Qualitative Research
Quantitative Research
Information Gleaned
by a Researcher for a
Specific Purpose
Information About the
Motivations,
Perceptions and
Thoughts of a Group
Information About
How Many People in a
Population Share a
Set of Characteristics
Ex.: Library Search
Ex.: Interview
Ex.: Focus Groups
Ex.: Interview
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Representative
Sample
How Many
Subjects?
RandomSelection
Equal Impact on
Study Result?
Population Sampling
Desired
Accuracy?
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Exhibit 15.10: Guidelines for Using
the Internet for Marketing Research
Internet Marketing
Research
Can a sufficiently representative
sample be drawn?
Traditional Marketing Research
Can confidentiality be assured?
Can answers be obtained
via simple surveys?
Yes No
Yes No
Yes No
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
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Offline Methods Online Methods
Secondary Primary Secondary Primary
Colleges,
universities,
libraries
Books,
publications
Magazines,
newspapers
Marketing
departments
Others
Focus groups
Surveys
Observations
Search engines
Newsgroups
Directories
Questionnaires
Discussion
groups Click data
Data-Collection Methods
Exhibit 15.11: Marketing Research
Data-Collection Methods
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Questionnaires
Flat File Instruments InteractiveInstruments
E-Mail IntegratedQuestionnaires
Simple,
Non-Interactive
Survey
E-Mail Survey
or Delivery Tool
Simple,
Interactive
Survey
Exhibit 15.12: Questionnaire Types
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Survey Questions
Single-Response
Questions
Dichotomous-
Response
Questions
Multichotomous-
Response
Questions
Scaled
Questions
Paired-
Comparison
Tradeoff
On a Scale of
1 to 10, How
Happy Are You?
What Would You
Prefer a Porsche
or a Ferrari?
How Old
Are You?
In Which
of the Following
Income RangesDo You Fall?
Are You Male
or Female?
Open-Ended
Questions
In 100 Words or
Less, Describe Your
Experience With
This Product
Internet Compatibi l i ty
LowHigh
Exhibit 15.13: Survey Questions
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
E hibi 15 14 C i f Offli &
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Exhibit 15.14: Comparison of Offline &
Online Marketing Research Methods
HighLowEthical Issues (privacy)
LowHigh to MediumAnonymity guarantee
UnlimitedLimitedGeographical Coverage
LowHighInterviewer Bias
UnlimitedLimitedDelivery/Illustration
High to Uncontrollable**ControllableSample-selection Bias
InaccurateAccurateSampling
LowHighResearcher Control
HighMediumData Quality*
Labor-NonintensiveLabor-IntensiveEffort
QuickSlowTurnaround Time
LowHighCost
Online MethodOffline MethodDecision Factor
* Quality of data is defined here as ease and timeliness of data collection and entry.
** As the Internet becomes ubiquitous, this issue is becoming less important.
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
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Data Analysis Procedures
Basic
Statistics
Descriptive
Statistics
Inferential
Statistics
Econometric
Analysis
Frequency
tables Cross-tabulation
Graphic
representation
Others
Mean
Standarddeviation
Median
Inter-quartile
range
Mode
Range
T-test
Correlation
Linear
regression Nonlinear
regression
Logit modeling
Clustering
analysis
Turf analysis
Logistic
regression
Complexi ty
Exhibit 15.15: Data Analysis
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Validation:Are my resul ts
real ist ic?
Internal Validation:
What happens to
my results i f I change
one study parameter?
External Validation:
How does my study
com pare to actual data
or other studies?
Validation
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Exhibit 15.16: Database Marketing
Program Plan
I. Marketing objectivesII. Market analysis
A. Customer analysis and segmentation
B. Competition
C. Environment
III. Offer and market fit
IV. Assessment of performance with similar programsV. Communication strategy
A. Targeting and positioning
B. Unique selling proposition
C. Media and list decisions
D. Message strategy
VI. Database requirementsA. Development
B. Utilization
C. Enhancement
VII. Program budget
VIII. Timeline
IX. Accountability
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Exhibit 15.18: Provider-Consumer
Interaction Matrix
C C f
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Chapter 15: Customer InformationSystems
Understanding Marketing Research
Benefits and Uses of Marketing Research
Framework for Marketing Research
Data Collection in Marketing Research
Comparisons for Offline and Online Marketing Research Methods
Guidelines for Conducting Data Analysis and Utilization
Conclusion
C I f i S
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Customer Information Systems
Conclusion
A general marketing research framework involves the following sevensteps: 1) opportunity or problem definition, 2) research design, 3) datacollection and entry, 4) data analysis, and 5) final report and datautilization
Offline marketingresearch methods are generally reliable butexpensive and labor-intensive. Online methods significantly reducethe turnaround time and cost, but it may be difficult to draw a randomand representative sample.
Internet-based marketing research works best when: A representative sample can be drawn from the population
There is no issue with confidentiality of the data
The topic is sufficiently straightforward that it can be communicated via ashort, relatively simple survey