Chapter 4 Managing Marketing Information to Gain Customer Insights (一)目的与要求Goals and Requirements a.Explain the importance of information in gaining insights about the marketplace and customers b.Define the marketing information system and discuss its parts c.Outline the steps in the marketing research process d.Explain how companies analyze and use marketing information e.Discuss the special issues some marketing researchers face.including public policy and ethics issues (二)教学内容Chapter Outline a.Marketing information and customer insights b.Assessing marketing information needs c.Developing marketing information d.Marketing Research e.Analyzing and using marketing information f.Other marketing information considerations (三)思考与实践Critical thinking exercises 1.Secondary data consists of information that already exists,having been collected for another purpose.What are some secondary data sources you might take a look at if you were helping your college or university develop a recruitment strategy? Observational research involves gathering primary data by observing people.Do you see any potential ethical conflicts with its use? 3 Why would you want to (or not want to)use a mail questionnaire to reach Generation Y individuals?Give both pros and cons 4.Focus group interviewing can be a most effective interview technique.Under what situations does it make sense to use this technique? (四)教学方法与手段Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures,multimedia,group discussions.and classroom discussions.6 Chapter 4 Managing Marketing Information to Gain Customer Insights （一） 目的与要求 Goals and Requirements a. Explain the importance of information in gaining insights about the marketplace and customers b. Define the marketing information system and discuss its parts c. Outline the steps in the marketing research process d. Explain how companies analyze and use marketing information e. Discuss the special issues some marketing researchers face, including public policy and ethics issues （二） 教学内容 Chapter Outline a. Marketing information and customer insights b. Assessing marketing information needs c. Developing marketing information d. Marketing Research e. Analyzing and using marketing information f. Other marketing information considerations （三） 思考与实践 Critical thinking exercises 1. Secondary data consists of information that already exists, having been collected for another purpose. What are some secondary data sources you might take a look at if you were helping your college or university develop a recruitment strategy? 2. Observational research involves gathering primary data by observing people. Do you see any potential ethical conflicts with its use? 3. Why would you want to (or not want to) use a mail questionnaire to reach Generation Y individuals? Give both pros and cons. 4. Focus group interviewing can be a most effective interview technique. Under what situations does it make sense to use this technique? （四） 教学方法与手段 Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions