Chapter 8. Improving Decisions with Marketing Information. When You Finish This Chapter, You Should: 1. Know about marketing information systems. 2. Understand a scientific approach to marketing research. | I Perreault-McCarthy Basic I Marketing A Global-Managerial Approach 14 e 8. Improving Decisions I Text with Marketing Information The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Know about marketing information systems. Chapter Eight 2. Understand a scientific approach to marketing research. 3. Know how to define and solve marketing problems. Improving Decisions with Marketing Information 4. Know about getting secondary and primary data. 5. Understand the role of observing questioning and using experimental methods in marketing research. 6. Understand the important new terms shown in red . With over 850 stores LensCrafters has quickly become one of the largest chains of eyewear stores in the United States Canada and Puerto Rico. A key to LensCrafters success is that its managers use marketing research to better understand tar get market needs and to plan strategies. It s also easy for managers to get and share marketing information. That s because the company has its own intranet and the information on it is con stantly updated. When LensCrafters was first evaluating the eye care market a situation analysis revealed that there was a big opportunity. For example library research revealed that 57 percent of people aged 18 or older wear eyeglasses con- tact lenses or both. Many also get sunglasses. Similarly government statistics showed that demographic trends were favorable to long-run growth in the 10 billion a year eye care market. place promotion price produc Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 8. Improving Decisions with Marketing Information Text The McGraw-Hill Companies 2002 Subsequent LensCrafters research provided guidance for turning this opportunity into a marketing strategy. Focus group interviews and consumer surveys confirmed that most consumers viewed shopping for glasses as very inconvenient. Frame selections were too small opticians shops were typically closed when customers were off work and
