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PRINCIPLES OF MARKETING
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Lecture 4:
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Marketing environment
Competition
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Distribute information
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
6
GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Descriptive Research:
Describes things (e.g., market potential for a product,
demographics and attitudes).
Causal Research:
Tests hypotheses about cause-and-effect relationships.
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Outlines:
Sources of existing data
Contact methods
Sampling plans
Government sources
Must determine:
Research approach
Contact methods
Sampling plan
Research instruments
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Observational Research
The gathering of primary data by observing relevant people,
actions, and situations.
Ethnographic research:
Observation in natural environment
Mechanical observation:
People meters
Checkout scanners
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Survey Research
Most widely used method for primary data
collection.
Approach best suited for gathering descriptive
information.
Experimental Research
Tries to explain cause-and-effect relationships.
Involves:
selecting matched groups of subjects
Contact Methods
Mail surveys
Telephone surveys
Personal interviews
Individual interviewing
Experiments
Focus groups
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Sampling Plan
Sample: segment of the population selected to represent the
population as a whole.
Closed-ended questions
Open-ended questions
Wording?
Ordering?
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Mechanical Devices:
People meters
Supermarket scanners
Galvanometer
Eye cameras
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Subject to error
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Draw conclusions
Report to management
Present findings and conclusions that will
be most helpful to decision making.
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Analyze it in depth.
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
Intranets
Extranets
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School
Managing Marketing Information
The End
THANK YOU
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GBUS207 Principles of Marketing (First Semester, 2014/15 Academic
Otto Afiuc GIMPA Business School