CIM Revision Cards Marketing Research and Information

John Williams

• Publisher: Routledge
• Year: 2012
• Edition: 2
• eBook ISBN:
  9781136418099
• Topic: Business
• Subtopic: Business General
• Index: Business

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised

MARKETING RESEARCH AND INFORMATION

INTRODUCTION

The Marketing Research and Information module has five major components:

• Information and research for decision-making
• Customer databases
• Marketing research in context
• Research methodologies
• Presenting and evaluating information to develop business advantage

Syllabus Reference: 1.1-1.4

INFORMATION AND RESEARCH FOR DECISION - MAKING

These elements of the syllabus relate to the role of information in the decision-making process within organizations and the management of marketing. Traditionally, marketers have used the marketing information system (MkIS) and its components to inform the decision-making process. Central to the process was the use of marketing research.

INFORMATION AND RESEARCH FOR DECISION - MAKING

The syllabus explores the background to and the development of information management and the growth of the ‘information-based’ economy. It links this to the way in which organizations should determine their marketing information requirements and how information users should specify their needs within the organization in order to drive profitable lasting relationships with customers. It covers the nature of the technical systems that are available to marketers to manage information and support decision-making.

Customer Databases

Syllabus Reference: 2.1-2.5

These elements of the syllabus cover the role of marketing databases in the management of Customer Relationship Management ( CRM ) systems. They look at the process of developing, maintaining and enhancing the customer database. It explores the role of customer and prospect profiling. It covers the vital role of data warehousing, data marts and data mining.

Example

TGI customer database

TGI is a research service run by BMRB . In this example it is run against an internal database and common characteristics identified.

The First T Process TGI and the Database. Source: Clive Humby BMRB

Marketing Research in Context

Syllabus Reference: 3.1-3.6

The nature, size and scope of the market research industry, including the suppliers of research services and providers of database and other information services. The stages of a research programme and the procedures and briefing of external agencies.

The ability to get the best from suppliers is a key part of the manager’s job and is also true for market research. Communicating a research problem and inspiring an agency to produce a thoughtful, well-structured research plan, is crucial to the process of decision-making.

The ethical and social responsibilities of the researcher, as laid down within the codes of conduct and legislation considerations.

Research Methodologies

Syllabus Reference: 4.1-4.6

These elements of the syllabus deal with the marketing research task and the methods that support the research process. They cover the range of methods and techniques that underpin good research design. Key capabilities include asking the right questions and using data to inform decision-making to reduce the risk to the business. Current techniques draw heavily on the internet, but there is a need to distinguish good from poor data.

The syllabus distinguishes between qualitative and quantitative research and the range of techniques that are used to gather this information; for example, questionnaires and topics guide design and delivery to support research design and analysis.

Presenting and Evaluating Information to Develop Business Advantage

Syllabus Reference: 5.1-5.3

This part of the syllabus looks at the evaluation and presentation of research data and its conclusions. It covers the techniques that are used in the analysis of quantitative and qualitative data and the production of written research reports and oral presentations of the results. The key aim of the module is to ‘provide the knowledge and skills to manage marketing information, and the more specialist knowledge and skills required to plan, undertake and present results from market research’ ( CIM , 2003).

Related statements of marketing practice

These statements link the syllabus to the tasks of the marketing professional. The ones that apply to this module are:

• The evaluation of information requirements, the management of research projects and the marketing information system
• The evaluation and presentation of information for business advantage
• The ability to contribute information and ideas to the strategy process

LEARNING OUTCOMES

• If you understand the learning outcomes of the module then you have a clear idea of what the examiners will be looking for in your assessment.

Learning Outcomes and Knowledge and Skills Requirements

Learning outcomes	Knowledge and skill requirements
Identify appropriate marketing information and market research requirements for business decision-making	1.1	Demonstrate a broad appreciation of the need for information in marketing and its role in the...

Table of contents

• Cover Page
• Title
• Copyright
• Table of Contents
• Preface
• 1. Marketing research and information
• 2. Information in the knowledge economy
• 3. The marketing database
• 4. The marketing research process
• 5. Using secondary research
• 6. Observation research
• 7. Qualitative research
• 8. Quantitative data
• 9. Questionnaire design
• 10. Sampling
• 11. Quantitative data analysis
• 12. Presenting marketing research