MIM

=Marketing Information Management=

Great video that explains what MIM is and what it does for a company. media type="youtube" key="2-q2vwa_n2I" height="600" width="800"

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 * 2013 Dodge Dart Commercial** - What do you think the research revealed about what customers want when buying cars?


 * Important terms for this lesson:**
 * Marketing Information Management:** The gathering and using of information about customers to improve business decision making. RESEARCH
 * Discretionary purchases:** Purchases that are not essential/customers wants
 * Marketing Mix:** Describes how a business blend the four marketing elements--product, place, price, and promotion


 * Lesson Summary:**
 * **Q:** Why must a business pay attention to an individual consumer’s personal needs?
 * A:** Every consumer is different and has their own special needs. Each person has different expectations from the business.
 * Q:** What is a discretionary purchase?
 * A:** This is a purchase beyond basic needs, something that is not necessary for survival
 * Q:** How do businesses compete for sales of items with little differences?
 * A:** emphasize brand name, availability, and price
 * Q:** Why does a business need marketing research when entering a new international market?
 * A:** to collect information about the country, consumers, values, and the economy ||

=‍MIM Activity:= LINK TO SURVEY HERE:

The Focus Group Process
•Company requests proposal from the research consultant. •Proposal is developed and provided to the client. This includes a summary of the recommended methodology, the timing of the research, the costs and implementation details such as the location where the study will occur, the recruitment specifications and the general topics that would be covered in the study.
 * Week One**

•Recruitment screening questionnaire is developed and provided to the client for concurrence. This provides the information we would use to find the types of people who are desired in the research. •Moderator drafts a discussion guide. Often, this will require a meeting or phone conversation with the client. This guide outlines all topics to be covered in the research and the timing associated with each. •Recruitment begins
 * Week Two -**

•Research is conducted. In almost every situation there are two or three focus groups conducted in each market, with the two to three sessions normally occurring per day and lasting for approximately 2 hours for each session. In the case of triads or one-on-one's the sessions normally will last about one hour and 3 to 5 would be held each day.
 * Weeks Three and Four -**

•The Final Report is delivered. This contains the summary of the key findings from the research as well as the moderator's conclusions and recommendations.
 * Within** **Five Working Days of the Last Group -**