Transcript Chapter 4 Managing Marketing Information
Chapter 4 Managing Marketing Information Professor Marshall Queens College
Coca Cola’s Marketing Blunder
In 1985, marketers thought they were listening to their target market. They noticed that they were losing market share to Pepsi and they conducted taste tests to develop their new formula.
On April 23, 1985, Coca-Cola stopped producing old Coke and created a new Coke with a sweeter taste. Angry customers panicked, filling their basements with old Coke and threatening lawsuits.
3 months later, Coca-Cola brought back the old formula calling it Coca-Cola Clasic.
Luckily, Coca-Cola had quick reaction time.
The Importance of Marketing Information Companies need information about their:
– Customer needs – Marketing environment – Competition
Marketing managers do not need more information, they need better information.
Marketing Information System
An MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
The MIS helps managers to: 1. Assess Information Needs 2. Develop Needed Information 3. Distribute Information
Assessing Information Needs
A good MIS balances the information users would
like
against what they really
need
and what is
feasible
to offer.
Sometimes the company cannot provide the needed information because it is not available or due to MIS limitations.
Have to decide whether the benefits of more information are worth the costs.
Developing Marketing Information
–
Internal Databases
company.
: Electronic collections of information obtained from data sources within the Information in a database can come from many sources. Operations tracks shipments and inventory, sales tracks competitor activities, marketing has customer demographics and buying behavior, customer service contains information on customer satisfaction.
–
Marketing Intelligence
marketing environment.
: Systematic collection and analysis of publicly available information about competitors and developments in the Used to improve strategic decision making –
Marketing Research
organization.
: Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an Used to help understand customer purchase behavior
Customer Relationship Management
– – – Many companies utilize CRM Capture customer information from all sources Analyze it in depth Apply the results to build stronger relationships.
Companies look for customer
touch points (every contact between company and customer)
.
CRM analysts develop
data warehouses (centralized database)
and use
data mining
(algorithms designed to detect patterns in the data) techniques to find information out about customers.
Marketing Research Process
Defining the problem & research objectives Developing the research plan for collecting information Implementing the research plan – collecting & analyzing the data Interpreting & reporting the findings Problem: Losing market share to Pepsi. We must research the
taste preferences
of consumers.
We should collect taste preference information through blind taste tests.
Conduct blind taste tests in various settings aimed at various consumers Data finds that consumers prefer the sweeter taste of Pepsi. Based on the findings, Coca-Cola decides to produce a sweeter New Coke, and remove the old Coke from its product line.
Defining Problem & Objectives
– Exploratory Research: Gather preliminary information that will help define the problem and suggest hypotheses.
– Descriptive Research: Describes things (e.g., market potential for a product, demographics, and attitudes).
– Causal Research: Tests hypotheses about cause-and-effect relationships. Example: Would a 10% decrease in tuition at a private college increase enrollment enough to offset the decrease in tuition?
Developing the Research Plan
– – – Includes: Determining the exact information needed Developing a plan for gathering it efficiently Presenting the written plan to management – – – – – Outlines: Sources of existing data Specific research approaches Contact methods Sampling plans Instruments for data collection
Developing the Research Plan: Campbell Soup
Campbell wants to conduct research on how soup consumers would react to the introduction of new bowl-shaped plastic containers which would allow consumer to heat soup in the microwave without adding anything and without a need for dishes.
They need to research the following information: Demographic, economic and lifestyles of current soup consumers Consumer usage patterns for soup (where, when, how much) Retailer reactions to new packaging Consumer attitudes toward new packaging Forecasts of sales for new and old packages Next Step: determine where/how to gather this information and all associated costs. Present this in a written proposal.
Gathering Secondary Data
– – Information that already exists somewhere Internal databases Commercial data services: www.acneilson.com
(data on household purchasing), www.dnb.com
(information on companies) – Government sources: www.sec.gov
(financial data on US corporations), www.census.gov
Available more quickly and at a lower cost than primary data.
Must be relevant, accurate, current, and impartial.
See page 116 for more external information sources.
Primary Data Collection
Information collected for the specific purpose at hand.
Must be relevant, accurate, current, and unbiased.
– – – – Plan for Primary Data Collection Must determine: Research approach Contact methods Sampling plan Research instruments
Developing the Research Plan: Campbell Soup
They need to research the following information: Demographic, economic and lifestyles of current soup consumers Consumer usage patterns for soup (where, when, how much) Retailer reactions to new packaging Consumer attitudes toward new packaging Forecasts of sales for new and old packages Secondary Data Secondary Data Primary Data Primary Data Secondary Data
Observational Research
The gathering of primary data by observing relevant people, actions, and situations.
– Ethnographic research: Observation in “natural environment” – – – – Mechanical observation: People meters – records tv shows watched Checkout scanners – record shoppers’ purchases Galvanometer – detects sweating Eye Cameras – study respondents’ eye movements
Survey Research
Most widely used method for primary data collection.
Approach best suited for gathering descriptive information.
Can gather information about people’s knowledge, attitudes, preferences, or buying behavior.
Survey Contact Methods
Personal can mean individual interviewing or focus groups (6-10 people who talk about product) Mail Telephone Personal Online Poor Good Excellent Good Flexibility Good Fair Excellent Good Qty of data that can be collected Control of interviewer effects Control of sample Excellent Fair Fair Excellent Poor Fair Fair Poor Poor Excellent Good Excellent Speed of data collection Response Rate Fair Good Good Good Good Fair Poor Excellent Cost
Choosing the Sample
Sample
selected to represent the population as a whole.
– segment of the population – – – Requires 3 Decisions: Who is to be surveyed?
Sampling unit How many people should be surveyed?
Sample size How should the people in the sample be chosen?
Sampling procedure
Types of Samples
Probability Sample
Simple Random Sample Stratified Random Sample Cluster (area) Sample Every member of the population has a known and equal chance of selection.
Population is divided into groups (ex age groups) and random samples are drawn from each group.
Population is divided into groups based on location and samples are drawn from the groups.
Nonprobability Sample
Convenience Sample Judgment Sample Quota Sample Researcher selects the easiest population members from which to obtain information.
Researcher uses his or her judgment to select population members who are good prospects.
Researcher finds a prescribed number of people in each of several categories.
Primary Data Collection
– – – – Questionnaires: What questions to ask?
Form of each question?
Closed-ended – include all possible answers (multiple choice) Open-ended – allow respondents to answer in own words Wording?
Ordering?
Likert Scale
One of the most popular closed-ended formats, widely used in survey research, particularly in measuring attitudes, beliefs and opinions.
The basic idea here is to:
write the item as a declarative sentence and; then provide a number of response options, or choices, that would indicate varying degrees of agreement with, or endorsement of, that sentence.
Example: Three meals a day is essential to a healthy lifestyle. 1 2 3 Strongly Moderately Mildly 4 5 6 Mildly Moderately Strongly Disagree Disagree Disagree Agree Agree Agree Please note, in the above example, that the "item" to be evaluated consists of a declarative sentence. Thus, it already states a 'position' and 'direction' of attitude. The respondent is then asked to circle the direction and extent (intensity) of his/her agreement (or disagreement) with that "position" sentence.
Implementing the Research Plan
– Collecting the data Most expensive and subject to error Processing the data Analyzing the data
Analyzing the Data
Simple Tabulation – count the occurances of each variable independently of other variables Cross Tabulation – divide the sample into sub-groups to show how the variable varies from one subgroup to another
Answer Choice Question 1 Question 2 Question 1 Question 2
Simple Tabulation
1
5 19
2
8 7
3
10 4
4
11 2
5
14 21
6
16 11
Total Respondants 64 64 PERCENTAGE OF TOTAL
8% 13% 16% 17% 22% 25% 30% 11% 6% 3% 33% 17% Question 1 1 2 3 4 5 6 1 = Strongly Disagree, 2 = Moderately Disagree, 3 = Mildly Disagree, 4 = Mildly Agree, 5 = Moderately Agree, 6 = Strongly Agree
Cross Tabulation
Answer Choice QUESTION 1 1 2 Men PERCENTAGE OF TOTAL Women PERCENTAGE OF TOTAL
4 12% 21% 24% 18% 21% 1 3% 7 1 3%
3
8 2
4
6 5
5
7 7
6
1 3% 15 6% 16% 23% 48%
Total Respondants 33 31 Question 1 - MEN Question 1 - WOMEN
1 2 3 4 5 6 1 = Strongly Disagree, 2 = Moderately Disagree, 3 = Mildly Disagree, 4 = Mildly Agree, 5 = Moderately Agree, 6 = Strongly Agree 1 2 3 4 5 6
Interpreting and Reporting Findings
Interpret the findings Draw conclusions Report to management
Experimental Research
Tries to explain cause-and-effect relationships.
– – – – Involves: selecting matched groups of subjects, giving different treatments, controlling unrelated factors, and checking differences in group responses.
Example: before adding a new product, to its menu, Taco Bell might use experiments to test the effect of sales on two different prices it might charge.
Analyzing the Data
Hypothesis Testing – Uses Regression Analysis to Interpret the results Exmaple: Taco Bell might take the data from the experiments designed to test the effect of sales on two different prices.
The company would run a regression on the data to determine if the new price had a significant effect on sales.
Original Price New Price Day
1 2 3 4 5 6 7 16 17 18 19 20 8 9 10 11 12 13 14 15
Taco Supreme Meal Taco Supreme Meal $4.98
$5.48
Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Sales at Old Price
200 179 154 320 228 207 189
Sales at New Price
190 170 146 376 217 197 180 289 182 221 198 178 245 189 167 183 200 196 118 149 275 173 210 188 169 233 180 159 174 221 186 112 142
Regression Output
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.967420566
R Square Adjusted R Square Standard Error Observations 0.935902551
0.932341582
14.39127822
20 ANOVA Regression Residual Total Intercept Sales at Old Price
df
1 18 19
SS
54432.857
3727.959999
58160.817
MS F
54432.857 262.8224086
207.1088888
Significance F
3.4894E-12
Coefficients
-38.22687925
1.167319034
Standard Error t Stat P-value
14.72791383 -2.595539307 0.018269864
0.07200429
16.21179844
3.4894E-12
Lower 95%
-69.16910196
Upper 95%
1.016043518 1.318594551
Lower 95.0%
-7.28465654 -69.16910196
1.016043518
Upper 95.0%
-7.28465654
1.318594551
Interpretation: we are 98% confident (1-p value) that there is a relationship between old sales (x) and new sales (y) data.
To estimate new sales, we would formulate the following equation:
-38.23 + (1.17 * Sales at the Old Price) If sales at the old price averaged 200, we would estimate new sales by: -38.23 + (1.17 * 200) = 195.24
Making the Decision
Given Estimated Sales at the New Price, is the price hike worth it?
Judging by our research estimates, we would reduce sales by 5 if we implement the new price. We sold 200 at $4.98 = $996.00
The new price adds $0.50 per sale, so we would sell: 195 at $5.48 = $1,069.90
Making the Decision
Assuming there are no other costs (or that the other costs don’t outweight the profits)… We would increase revenue by: $73.90 if we increase the price.
So – YES we should make Taco Supreme Meals $5.48.
Video Case
Burke, Inc.
(9 minutes) Applying Knowledge - Improving Decisions Burke is one of the premier international research and consulting firms in the world. For nearly seven decades, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems. http://www.burke.com/about/
Thoughts
Can you name some new growing trends?
What products or services might be in high demand to fit those trends?
What jobs will grow to suit those trends?
Video Case
Intel
(15 minutes) http://www.capstonevideo.com/rpm_wvx/capstone_intel.wvx
Thoughts
Marketing Research was used at every stage in developing the Intel brand.
– Deciding on an advertising theme and jingle – Developing a product name – Developing products geared toward the uses of customers all over the globe