In this chapter, the following content will be discussed: Developing marketing information, qualitative measures, technological devices, types of samples, developing marketing information, collect the information, analyze the information, present the findings, framework for CRM, | Managing Marketing Information to Gain Customer Insights Part-2 LECTURE-7 1 Developing Marketing Information Marketing Research Research Instruments Mechanical Instruments. Although questionnaires are the most common research instrument, researchers also use mechanical instruments to monitor consumer behavior. Nielsen Media Research attaches people meters to television sets, cable boxes, and satellite systems in selected homes to record who watches which programs. Retailers likewise use checkout scanners to record shoppers’ purchases. Other mechanical devices measure subjects’ physical responses to marketing offerings. Time Warner’s new Medialab at its New York headquarters looks more like a sleek Apple store than a research lab. But the lab employs high-tech observation to capture the changing ways that today’s viewers are using and reacting to television and Web content. It uses biometric measures to analyze every game that subjects play, every reality show they watch, or every commercial they skip. Biometric belts and recording devices transmit detailed data like heart rate, skin temperature, and facial movements that researchers use to decipher viewer engagement. Nondescript white bulblike devices hang from the ceiling to transmit biometric signals. An adjacent room measures eye movements on devices that look as if they came straight out of an ophthalmologist’s office. Two-way mirrors overlook a room with eight computers, where a camera over each user’s shoulder watches them watch the Web. Users browse websites as onlookers analyze their behavior in real time or study a digital recording of the session outside the lab. “As we think about how the media landscape is changing and how to best prepare for it, having [this kind of lab] is extremely helpful,” says a marketing executive. Still other researchers are applying neuromarketing, measuring brain activity to learn how consumers feel and respond. Marketing scientists using MRI scans and EEG devices have . | Managing Marketing Information to Gain Customer Insights Part-2 LECTURE-7 1 Developing Marketing Information Marketing Research Research Instruments Mechanical Instruments. Although questionnaires are the most common research instrument, researchers also use mechanical instruments to monitor consumer behavior. Nielsen Media Research attaches people meters to television sets, cable boxes, and satellite systems in selected homes to record who watches which programs. Retailers likewise use checkout scanners to record shoppers’ purchases. Other mechanical devices measure subjects’ physical responses to marketing offerings. Time Warner’s new Medialab at its New York headquarters looks more like a sleek Apple store than a research lab. But the lab employs high-tech observation to capture the changing ways that today’s viewers are using and reacting to television and Web content. It uses biometric measures to analyze every game that subjects play, every reality show they watch, or every .
