1. ©2000 Prentice Hall

2. Objectives ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing management ä Demand measurement and forecast

3. ©2000 Prentice Hall A m mm marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A m mm marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.

4. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Sheds light on problem - suggest solutions or new ideas. Sheds light on problem - suggest solutions or new ideas. Ascertain magnitudes.

5. ©2000 Prentice Hall Research Approaches Behavioral Focus-group Survey Experimental Observational

6. ©2000 Prentice Hall Secondary-Data Sources ä Internal Sources ä Government Publications ä Periodicals and Books ä Commercial Data ä On-Line ä Associations ä Business Information

7. ©2000 Prentice Hall The Marketing Research Process Defining the problem and researchobjectives Defining the problem and researchobjectivesDeveloping the research planDeveloping plan Collect the information information Analyze the information information Present the findings findings

8. ©2000 Prentice Hall Good Marketing Research: ¶Is scientific ·Is creative ¸Uses multiple methods ¹Realizes the interdependence of models & data ºAcknowledges the cost & value of information »Maintains “healthy” skepticism ¼Is ethical

9. ©2000 Prentice Hall Ninety Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level level Territory Region U.S.A. Customer World Spacelevel Short runMedium runLong run Time level

10. ©2000 Prentice Hall Demand Market Demand Company Demand

11. ©2000 Prentice Hall Estimating Current Demand ä Total Market Potential ä Area Market Potential ä Industry Sales ä Market Share

12. ©2000 Prentice Hall Estimating Future Demand ä Survey of Buyers’ Intentions ä Composite of Sales Force Opinion ä Expert Opinion ä Past Sales Analysis ä Market Test Method

13. ©2000 Prentice Hall Review ä Components of a marketing information system ä Criteria of good marketing research ä Decision support systems for marketing management ä Demand measurement and forecast