体育市场营销基础

1、Lesson9 Managing Marketing Information4.The Importance of InformationCompanies need information about their:Customer needsMarketing environmentCompetitionMarketing managers do not need more information, they need better information.Information Overload“In this oh so overwhelming information age, its

2、 all too easy to be buried, burdened, and burned out by data overload.The Marketing Information System.The Marketing Research Process 1234.1、Defining the Problem & ObjectivesGather preliminary information that will help define the problem and suggest hypotheses.ExploratoryResearchDescriptiveResearch

3、CausalResearchDescribes things (e.g., marketpotential for a product,Demographics, and attitudes).Tests hypotheses aboutcause-and-effectrelationships.2、Developing the Research PlanIncludes:Determining the exact information neededDeveloping a plan for gathering it efficientlyPresenting the written pla

4、n to managementOutlines:Sources of existing dataSpecific research approachesContact methodsSampling plansInstruments for data collection.2.2 Gathering Secondary DataInformation that already exists somewhereInternal databasesCommercial data servicesGovernment sourcesAvailable more quickly and at a lo

5、wer cost than primary dataMust be relevant, accurate, current, and impartial.Online DatabasesDialog 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.2.3 Observational Research

6、The gathering of primary data by observing relevant people, actions, and situations.Ethnographic research:Observation in “natural environmentMechanical observation:People metersCheckout scanners.Observational ResearchFisher-Price set up an observation lab in which it could observe the reactions of l

7、ittle tots to new toys. Survey Research Most widely used method for primary data collection.Approach best suited for gathering descriptive information.Can gather information about peoples knowledge, attitudes, preferences, or buying behavior.Experimental ResearchTries to explain cause-and-effect rel

8、ationships.Involves:selecting matched groups of subjects, giving different treatments, controlling unrelated factors, and checking differences in group responses. Strengths & Weaknesses of Contact Methods. Choosing the SampleSample segment of the population selected to represent the population as a

9、whole.Requires 3 Decisions:Who is to be surveyed?Sampling unit How many people should be surveyed?Sample sizeHow should the people in the sample be chosen?Sampling procedure. Primary Data CollectionMechanical Devices People Meters Supermarket Scanners Galvanometer Eye Cameras Questionnaires What que

10、stions to ask Form of each questionClosed-endedOpen-ended Wording OrderingResearch Instruments.QuestionnairesSample segment of the population selected to represent the population as a whole.Requires 3 Decisions:Who is to be surveyed?Sampling unit How many people should be surveyed?Sample sizeHow sho

11、uld the people in the sample be chosen?Sampling procedure.问卷设计构造：封面信、问题及答案、编码及其他资料步骤：探求性任务、设计问卷、初稿试用、修正定稿其它：. 构造：封面信：阐明调查者的身份：“我我们是谁阐明调查的大致内容：“我(们)正在进展.方面的调查阐明调查的主要目的：“我(们)这次调查的目的是.阐明调查对象的选取方法和对调查结果严密的措施: “本调查以不记名的方式进展，答案无对错之分，请您不用有任何的顾虑。 在信的结尾处，一定要真诚地赞赏被调查者的协作与协助。指点语：“请您根据本人的实践情况在适宜的答案上画圈.问题及答案：主体部

12、分开放式问题：封锁式问题编码及其他资料：问卷编号、调查员编号、调查 日期、被调查者住地等。 构造：. 步骤：探求性任务：防止出现模糊和不符合实践的问题设计问卷初稿：卡片法和框图法试用：小范围发放，回收检验修正定稿：.其它：问题的言语要尽量简约、明确、通俗、易懂问题不带有倾向性不要用否认方式提问不要直接讯问敏感性问题问题的数量：20-30分钟问题的顺序：相倚问题：BACK.Collecting the DataProcessing theDataAnalyzing theData Research PlanMost Expensive & Subject to Error3、Implementi

13、ng the Research Plan.4、Interpreting & Reporting FindingsManagers and researchers must work together when interpreting research results.Step 1. Interpret the FindingsStep 2. Draw ConclusionsStep 3. Report to Management.Customer Relationship ManagementMany companies utilize CRMCapture customer information from all sourcesAnalyze it in depthApply the results to build stronger relationships.Companies look for customer touch points.CRM analysts develop data warehouses and use data mini