WEEK 3 – SEMESTER 1 MARKETING MANAGEMENT
RESEARCH AND INSIGHT
Learning objectives
Summarise the steps in the research process Summarise a marketing information system
Relate the different types of research Critique alternative market tools
What is marketing research?
“The systematic gathering, recording and analysis of data about problems related to the marketing of
goods and services” – American Marketing Association
How do you think data is collected about your personal behaviour, interests, and preferences?
Cookies Loyalty programmes
Digital footprint In person questionnaires
Search history Website visits
Purchase history Timing of the purchase
Regularity in stores App registration
Email subscriptions Credit/debit cards
Market vs marketing research
Market research (understanding how the Marketing research (how best to connect
environment works), use secondary research with the environment with the marketing
Talk about PESTEL, 5 forces (macro) mix), use primary research
Customer research too, what do they - Product
consume, how, and why - Price
- Clients - Place
- Customers - Promotion
- Consumers - People
- Competitors - Processes
- Supply chains - Physical evidence
- Partnerships
Customer: The person that buys the product
Consumer: The person that uses the product
Our focuses
Wants Customers
- Aspirational: no urgency - Pay for the product
- Motivator - Have to consider value for money
- Luxuries Consumers
Needs - Use the product
- Required to function normally - Directly affected by quality
- Clear and immediate - Indirectly affected by cost
- Hygiene
Marketing research process
Define the research problem and establish Analyse the data
research objectives Draw findings and interpretation
Develop a research plan Maintain the data for future use (MkIS)
Gather the relevant data
RESEARCH AND INSIGHT
Learning objectives
Summarise the steps in the research process Summarise a marketing information system
Relate the different types of research Critique alternative market tools
What is marketing research?
“The systematic gathering, recording and analysis of data about problems related to the marketing of
goods and services” – American Marketing Association
How do you think data is collected about your personal behaviour, interests, and preferences?
Cookies Loyalty programmes
Digital footprint In person questionnaires
Search history Website visits
Purchase history Timing of the purchase
Regularity in stores App registration
Email subscriptions Credit/debit cards
Market vs marketing research
Market research (understanding how the Marketing research (how best to connect
environment works), use secondary research with the environment with the marketing
Talk about PESTEL, 5 forces (macro) mix), use primary research
Customer research too, what do they - Product
consume, how, and why - Price
- Clients - Place
- Customers - Promotion
- Consumers - People
- Competitors - Processes
- Supply chains - Physical evidence
- Partnerships
Customer: The person that buys the product
Consumer: The person that uses the product
Our focuses
Wants Customers
- Aspirational: no urgency - Pay for the product
- Motivator - Have to consider value for money
- Luxuries Consumers
Needs - Use the product
- Required to function normally - Directly affected by quality
- Clear and immediate - Indirectly affected by cost
- Hygiene
Marketing research process
Define the research problem and establish Analyse the data
research objectives Draw findings and interpretation
Develop a research plan Maintain the data for future use (MkIS)
Gather the relevant data
