Marketplace & Customer Insight
huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies
BIG DATA
(M I S) provides information to the company’s marketing and other managers and external partners (SUCH AS?)
suppliers, resellers, and marketing service agencies.
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
A.Internal data
B. Marketing intelligence
C. Marketing research
C. Marketing research
WHat is the third marketing research process?
Implementing the Research Plan
involves managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty
CRM
Which company offers a depth of consumer and market research to provides an understanding of consumer information, in order to help marketer to make better decision
Nielson/Ipsos/Cantar Malaysia/Ken Research/Frost Sullivan/ 1Plus1/GFK/Mintel/Euromonitor International/ etc
Usually, marketers obtain information from
•Internal data
•Marketing intelligence
•Marketing research
marketing research enables marketers to measure the effectiveness of _______, product, distribution, and promotion activities
Pricing
a segment of the population selected for marketing research to represent the population as a whole
SAMPLE
Give the latest advancement in technology that help marketers gather market insight or information
AI, Marketing intelligence, social media, e-commerce, etc
Why does top management use marketing research?
A. To manage employees
B. To make strategic decisions
C. To process payroll
D. To design advertisements only
B. To make strategic decisions
Information gained from the source list below is called as _______?
•sales transactions
•customer satisfaction and service records
•records of sales, costs, and cash flows
•reports on production, shipments, and inventories
Internal Database
Marketing research has how many processes and please mention each one?
1. Define problem & research objective
2. Develop research plan
3. Implementing research plan
4. Interpret and report findings
What are the 3 Probability type of sample
Simple random sample
Stratified random sample
Cluster area sample
Shopee, tik tok shop, lazada, mudah.com, Carrousel and etc are examples of e-business platforms?
No, its e-commerce marketplace
Why do Malaysian companies pay attention to customer reviews on Shopee and TikTok Shop?
Because reviews show customer satisfaction and help companies improve products and services.
What is the difference in obtaining information sources between Internal Database and Marketing Intelligence
Internal Database = inside company
Marketing Intelligence = outside company
Inviting small, carefully selected groups of people to meet with a trained moderator for focused discussions about a product, service, or organization to gain subtle and interesting insights.
The above primary data collection method is called what approach
Focus groups
Give 3 process of implementing the research plan
a segment of the population selected for marketing research to represent the population as a whole
E-wallet platform makes today online buyers to feel safe and convenient in carrying out transaction via internet platform? WHY
YES, acceptance answer by students
This Malaysia automaker leverages customer insight to emphasize affordability, practicality, and national pride in their campaigns.
It provide value-for-money features, combining safety, fuel efficiency, and local relevance. Affordable but slightly larger and more feature-rich
PROTON
Why do Malaysian brands use social media to understand customer trends?
Because customers share opinions and trends quickly on social media.
Give 3 examples of secondary data collection approaches
Past sales reports
Customer invoices and purchase history
Previous marketing research reports
CRM (Customer Relationship Management) system data
Government publications (e.g., Department of Statistics Malaysia – DOSM)
Industry reports (e.g., Euromonitor, Nielsen, Frost & Sullivan)
Trade associations (e.g., Malaysian Automotive Association)
Newspapers, magazines, and online articles
Social media trends and online reviews
Give 3 process of interpreting and reporting findings in marketing research process
–Interpret findings
–Draw conclusions
–Report to management
Give 4 E-Wallet platform available in malaysia
TnG, Grab, MAB, Boost, Shopee Pay, Boost, Big Pay