Mechanical devices
People meters
Checkout scanners
Neuro-marketing
Marketing Research Implementing the Research Plan
Collecting the information
Processing the information
Analyzing the information
Interpret findings
Draw conclusions
Report to management
Customer Relationship Management (CRM)
Managing detailed information about
individual customers and carefully
managing customer touch points to
maximize customer loyalty
Customer Relationship Management Touchpoints
Customer purchases
Sales force contacts
Service and support calls
Web site visits
Satisfaction surveys
Credit and payment interactions
Research studies
Distributing and Using Marketing Information
Information distribution involves entering information into databases and making it available in a time-useable manner
Intranet provides information to employees and other stakeholders
Extranet provides information to key customers and suppliers
Other Marketing Information Considerations
Marketing Research in Small Businesses and Nonprofit Organizations
International Market Research
Public Policy and Ethics
Customer privacy
Misuse of research findings