For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 7: Improving Decisions with Marketing Information

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill When you finish this chapter, you should 7-2 Chapter 7 Objectives 1. Know about marketing information systems. 2. Understand a scientific approach to marketing research. 3. Know how to define and solve marketing problems. 4. Know about getting secondary and primary data. 5. Understand the role of observing, questioning, and using experimental methods in marketing research. 6. Understand the important new terms.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Marketing Information Systems 7-3 Exhibit 7-1 Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Marketing Models Information Technology Specialists Inputs ? Answers New Information Feedback Informatio n Sources Questions and Answers Decisio n Maker Result s

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- preting Data Solving the Problem Early Identification of Solution Feedback to Previous Steps 7-4 Exhibit 7-2 Marketing Research Process

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Secondary Data Sources Inside Company Outside Company Observation Questioning Primary Data Sources All Data Sources 7-5 Exhibit 7-3 Sources of Data

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Collecting Data 7-6 Primary Methods for Collecting Survey Data Mail Telephone Personal Interview

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Key Issues in Data Interpretation Population Validity Sample Interpreting Data 7-7

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Validity Marketing Information System (MIS) Intranet Decision Support System (DSS) Search Engine Marketing Model Marketing Research Scientific Method Hypotheses Marketing Research Process Situation Analysis Secondary Data Primary Data Key Terms 7-8