體育市場營銷基礎(chǔ)

體育市場營銷基礎(chǔ)Lesson9ManagingMarketingInformation4TheImportanceofInformationCompaniesneedinformationabouttheir:CustomerneedsMarketingenvironmentCompetitionMarketingmanagersdonotneedmoreinformation,theyneedbetterinformation.InformationOverload“Inthisohsooverwhelminginformationage,it’salltooeasytobeburied,burdened,andburnedoutbydataoverload.”TheMarketingInformationSystemTheMarketingResearchProcess

12341、DefiningtheProblem&ObjectivesGatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.ExploratoryResearchDescriptiveResearchCausalResearchDescribesthings(e.g.,marketpotentialforaproduct,Demographics,andattitudes).Testshypothesesaboutcause-and-effectrelationships.2、DevelopingtheResearchPlanIncludes:DeterminingtheexactinformationneededDevelopingaplanforgatheringitefficientlyPresentingthewrittenplantomanagementOutlines:SourcesofexistingdataSpecificresearchapproachesContactmethodsSlingplansInstrumentsfordatacollection2.2GatheringSecondaryDataInformationthatalreadyexistssomewhereInternaldatabasesCommercialdataservicesGovernmentsourcesAvailablemorequicklyandatalowercostthanprimarydataMustberelevant,accurate,current,andimpartialOnlineDatabasesDialogputsanincrediblewealthofinformationatthekeyboardsofmarketingdecisionmakers.Dialogputs“informationtochangetheworld,oryourcornerofit”atyourfingertips.2.3ObservationalResearchThegatheringofprimarydatabyobservingrelevantpeople,actions,andsituations.Ethnographicresearch:Observationin“naturalenvironment”Mechanicalobservation:PeoplemetersCheckoutscannersObservationalResearchFisher-Pricesetupanobservationlabinwhichitcouldobservethereactionsoflittletotstonewtoys.SurveyResearchMostwidelyusedmethodforprimarydatacollection.Approachbestsuitedforgatheringdescriptiveinformation.Cangatherinformationaboutpeople’sknowledge,attitudes,preferences,orbuyingbehavior.ExperimentalResearchTriestoexplaincause-and-effectrelationships.Involves:selectingmatchedgroupsofsubjects,givingdifferenttreatments,controllingunrelatedfactors,andcheckingdifferencesingroupresponses.Strengths&WeaknessesofContactMethodsChoosingtheSleSle–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SlingunitHowmanypeopleshouldbesurveyed?SlesizeHowshouldthepeopleintheslebechosen?SlingprocedurePrimaryDataCollectionMechanicalDevicesPeopleMetersSupermarketScannersGalvanometerEyeCameras

QuestionnairesWhatquestionstoaskFormofeachquestionClosed-endedOpen-endedWordingOrderingResearchInstruments

Questionnaires

Sle–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SlingunitHowmanypeopleshouldbesurveyed?SlesizeHowshouldthepeopleintheslebechosen?Slingprocedure問卷設(shè)計結(jié)構(gòu)：封面信、問題及答案、編碼及其他資料步驟：探索性工作、設(shè)計問卷、初稿試用、修改定稿其它：結(jié)構(gòu)：封面信：說明調(diào)查者的身份：“我（我們）是誰”說明調(diào)查的大致內(nèi)容：“我(們)正在進行….方面的調(diào)查”說明調(diào)查的主要目的：“我(們)這次調(diào)查的目的是….”說明調(diào)查對象的選取方法和對調(diào)查結(jié)果保密的措施:“本調(diào)查以不記名的方式進行，答案無對錯之分，請您不必有任何的顧慮”。在信的結(jié)尾處，一定要真誠地感謝被調(diào)查者的合作與幫助。指導(dǎo)語：“請您根據(jù)自己的實際情況在合適的答案上畫圈….”問題及答案：主體部分開放式問題：封閉式問題編碼及其他資料：問卷編號、調(diào)查員編號、調(diào)查日期、被調(diào)查者住地等。結(jié)構(gòu)：步驟：探索性工作：避免出現(xiàn)含糊和不符合實際的問題設(shè)計問卷初稿：卡片法和框圖法試用：小范圍發(fā)放，回收檢驗修改定稿：其它：問題的語言要盡量簡潔、明確、通俗、易懂問題不帶有傾向性不要用否定形式提問不要直接詢問敏感性問題問題的數(shù)量：20-30分鐘問題的順序：相倚問題：BACKCollectingtheDataProcessingtheDataAnalyzingtheData

ResearchPlanMostExpensive&SubjecttoError3、ImplementingtheResearchPlan4、Interpreting&ReportingFindingsManagersandresearchersmustworktogetherwheninterpretingresearchresults.Step1.InterprettheFindingsStep2.DrawConclusionsStep3.ReporttoManagementCustomerRelationshipManagementManycompaniesutilizeCRMCapturecustomerinformationfromallsourcesAnalyzeitindepthApplytheresultstobuildstrongerrelationships.Companieslookforcustomertouchpoints.CRManalystsdevelopdatawarehousesandusedataminingtechn