Name Date Class
Chapter 5 Marketing Information and Research
Newsline: The New American Restaurant
Visual Focus: Pitney Bowes
Lesson 5.1 Understanding the Need for Market Information
Starting with Information
Consumer Differences
Expanding Choices
Competition
The Global Marketplace
Deciding on Information Needs
Approaches to Planning
Categories of Information
Lesson Feature
World View: Online Music Stores Think Globally, Price Locally
Lesson 5.2 Finding and Managing Marketing Information
Sources of Market Information
Internal Information Sources
Customer Records and Sales Information
Production and Operations Reports
Performance Information
External Information Sources
Government Reports
Trade and Professional Associations
Business Publications
Commercial Data and Information Services
Marketing Information Systems
Managing Information
Designing a Marketing Information System
Input
Storage
Analysis
Output
Decision Making
Lesson Feature
Digital Digest: Digital Photos Speed Products to Market
Lesson 5.3 Using Marketing Research
Seeing the Problem Clearly
Define the Problem
Analyze the Situation
Develop a Data-Collection Procedure
Secondary Data
Primary Data
Gather Information
Select the Participants
Collect the Data
Analyze the Data
Numerical Data
Non-Numerical Data
Prepare Results
Propose a Solution
Research Reports
Presenting Research Results
When to Use Marketing Research
Lesson Features
Net Bookmark: Marketing Research Data
SOS: Understand Basic Statistics
Get the Message: Today’s Fragmented Media
Lesson 5.4 Collecting Primary Data
Conducting Surveys
Focusing on the Issues
Questioning with Clarity
Making Observations
Performing Experiments
Test Markets
Simulations
Lesson Feature
Virtual Marketing: Interactivity Propels Kiosks
Marketing – Chapter 5 ©South-Western/Cengage Learning 1