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, | LECTURE 7 Managing Marketing Information to Gain Customer Insights Copyright 2012 Pearson Education Inc. Part-2 1- 1- 11 Publishing as Prentice Hall Developing Marketing Information Marketing Research Research Instruments Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Qualitative Measures Word association Asks subjects what words come to mind when they hear the brand s name. Projective techniques Give people an incomplete stimulus amp ask them to complete it. Visualization Requires people to create a collage from magazine photo or drawings to depict their perceptions. Brand personification Ask subjects what kind of person they think of when the brand in mentioned. Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Technological Devices Galvanometers Measure the interest or emotions aroused by exposure to specific ad or picture. Tachistoscope Flashes an ad to a subject with an exposure interval that range from less than one hundredth of a second to several seconds. Eye cameras Study respondents eye movements to see where their eyes land first how long they linger on a given item. Copyright 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 4 Technological Devices Audiometers Attached to TV sets in participating homes record when the set on amp to which channel is tuned. GPS Global Positioning System How many billboards a person may walk by or drive by during a day. Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Step 2 Develop the Research Plan Sampling Plan Sampling unit Who is to be surveyed Sample size How many people should be surveyed Sampling procedure How should the respondents be chosen Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Types of Samples Probability Nonprobability Samples Samples Simple random Convenience Every member of the population The researcher selects the most has an equal chance of selection. accessible population members. Stratified random
