Chapter 5 Marketing Information Systems and Marketing Research

“Know your enemy and know yourself, and in a hundred battles you will never be in peril” -Sun-Tzu ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Chapter Objectives Explain the concept of the marketing information system Identify the different kinds of information the company might use Outline the marketing research process ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Information System A 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Information System ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Assessing Information Needs There must be a balance between what information is wanted and what is cost effective, obtainable and needed Too much information can be as harmful as too little Information gathering costs can add up quickly ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Developing Information Information can be obtained from internal company records, marketing intelligence and marketing research Data warehouses contain all customer information in a single, accessible source Guest history information the most valuable ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Guest Information Trends Overbooking patterns Historical occupancy trends Yield pattern by season Booking patterns Cancellations Conversion percentages ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Guest Information Management Guest comment cards Listening to and speaking with guests Automated systems Mystery shoppers ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Guest Information Management Company records Point-of-sale information Corporate customer and marketing intermediary information ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Intelligence Marketing intelligence includes everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Intelligence Forms Internal marketing intelligence External marketing intelligence Competitive information ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Internal Marketing Intelligence Company executives Hotel owners and managers Contact personnel ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

External Marketing Intelligence Macro market information Competitive information New innovation and trends ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Competitive Information Competitors annual reports Trade magazines, press releases, advertisements In today’s information age, companies leave a paper trail ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Research Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Research Process Define the problem and research objectives Develop the research plan Implement the research plan Interpret and report the findings ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Defining the Problem and Research Objectives Exploratory research – gather preliminary information to help define the problem and suggest hypotheses Descriptive research – describe the size and composition of the market Causal research – tests hypotheses about cause and effect relationships ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Developing the Research Plan Determining Specific Information Needs – translate research objectives into specific information needs Gathering Secondary Information –collect information that is already in existence Planning Primary Data Collection – information being collected for the specific purpose at hand ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Research Approaches Observational research Survey research Experimental research ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Contact Methods in Research Mail Telephone Personal Interview Individual (intercept) interview In-depth interview Internet surveying Electronic mail Web page Focus groups ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Sampling Plan A sample is a segment of the population selected to represent the population as a whole To design a sample four decisions must be made: Who will be surveyed? How many people will be surveyed? How will the sample be chosen? Probability or nonprobability samples When will the survey be given? ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Research Instruments Primary research instruments The interview structured e.g questionnaires unstructured Mechanical devices Structured models eg. test markets What are some types of closed-ended and open-ended questions? ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Information Analysis Analysis of collected information can assist in distinguishing relationships between data Help managers answer questions like “what if” and “which is best” ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Distributing Information Information is not helpful unless it is able to reach the managers clearly and in a timely manner Recent developments in information handling have led to a revolution in its distribution ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

International Marketing Research Many barriers exist that can make international research more difficult: Lack of secondary information Language Culture ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Best Practices Marriott Research Priorities Market segmentation and sizing Concept development and product testing Price-sensitivity assessment Advertising and promotions assessment Market tracking Customer satisfaction ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Key Terms Causal research Descriptive research Experimental research Exploratory research ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Key Terms Internal records information Marketing information system (MIS) Marketing intelligence Marketing research ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Key Terms Observational research Primary data Sample Secondary data Survey research ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens