1 Marketing Info. System 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.
3 Developing Marketing Information Internal data is gathered via customer databases, financial records, and operations reports.Advantages include quick/easy access to information.Disadvantages stem from the incompleteness or inappropriateness of data to a particular situation.Sources of InfoInternal dataMarketing intelligenceMarketing research
4 Developing Marketing Information Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment.Competitive intelligence gathering activities have grown dramatically.Many sources of competitive information exist.Sources of InfoInternal dataMarketing intelligenceMarketing research
5 Sources of Competitive Intelligence Company employeesInternetGarbagePublished informationCompetitor’s employeesTrade showsBenchmarkingChannel members and key customers
6 Developing Marketing Information Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.Sources of InfoInternal dataMarketing intelligenceMarketing research
8 Step 1: Defining the problem and research objectives The manager and the researcher must work together.These objectives guide the entire process.Exploratory, descriptive, and causal research each fulfill different objectives.
9 Research Objectives EXPLORATORY DESCRIPTIVE CAUSAL Defining the research problem and objectives is often a very difficult part of the research process.A marketing research project may have one of three types of objectives as noted in the figure.
10 Step 2: Developing the Research Plan The research plan is a written document that outlines the type of problem, objectives, data needed, and the usefulness of the results.
11 RESEARCH PLAN MARKETING PROBLEM How will it be obtained? What is the budget?What info do we need?To be relevant, the research plan begins with the specific marketing problem. It then addresses the questions shown in the figure. In doing so, the plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather new data.
12 Secondary Data Secondary data sources: Advantages: Disadvantages: Government informationInternal, commercial, and online databasesPublicationsAdvantages:Obtained quicklyLess expensive than primary dataDisadvantages:Information may not exist or may not be usable
13 Evaluate the Following When Judging Data Quality Secondary DataEvaluate the Following When Judging Data QualityRelevanceAccuracyCurrencyImpartiality
14 Primary Data Primary research decisions: Research approaches Contact methodsSampling planResearch instruments
15 Primary Data Decisions Observation research using people or machines Discovers behavior but not motivations.Survey researchEffective for descriptive information.Experimental researchInvestigates cause and effect relationships.Research ApproachContact MethodSampling PlanResearch Instrument
16 Primary Data Decisions Key Contact Methods Include: Mail surveys Telephone surveysPersonal interviewing:Individual or focus groupOnline researchResearch ApproachContact MethodSampling PlanResearch Instrument
17 Primary Data Decisions Sample: subgroup of population from whom information will be collectedSampling Plan Decisions:Sampling unitSample sizeSampling procedure:Probability samplesNon-probability samplesDecisionsResearch ApproachContact MethodSampling PlanResearch Instrument
18 Primary Data Decisions Questionnaires Include open-ended and closed-ended questionsPhrasing and question order are keyMechanical instrumentsNielsen’s people metersCheckout scannersEye camerasDecisionsResearch ApproachContact MethodSampling PlanResearch Instrument
19 Step 3: Implementing the Research Plan Data is collected by the company or an outside firmThe data is then processed and checked for accuracy and completeness and coded for analysisFinally, the data is analyzed by a variety of statistical methods
20 Step 4: Interpreting and Reporting the Findings The research interprets the findings, draws conclusions and reports to managementManagers and researchers must work together to interpret results for useful decision making
21 Analyzing Marketing Information Statistical analysis and analytical models are often usedCustomer relationship management (CRM) software helps manage information by integrating customer data from all sources within a companyCRM software offers many benefits and can help a firm gain a competitive advantage when used as part of a total CRM strategy
22 Distributing and Using Marketing Information Routine reporting makes information available in a timely manner.User-friendly databases allow for special queries.Intranets and extranets help distribute information to company employees and value-network members.
23 Marketing Research Environment in Turkey TİAK: Nielsen Media Research / TNS / ??BİAK: TNSRİAK: IPSOS-KMGIAB: IPSOS-GemiusTGI: Nielsen Media Research & TNSHane Tüketim Paneli: IPSOS-KMGTV ve Basın Reklam Harcamaları: Bileşim Medya (Nielsen)Radyo Reklam Harcamaları: SAM AraştırmaPerakende Paneli: Nielsen