1. MARKETING RESEARCH: PROCESS AND SYSTEMS FOR DECISION MAKING
CHAPTER 2
MARKETING RESEARCH:
PROCESS AND SYSTEMS FOR
DECISION MAKING

2. Benefit of Research Assist to decision making
Information from market/customer
Help to improve performance
The Benefit Formula:
V(dr) - V(d) > C(r) where
V(dr) = decision with benefit
V(d) = decision without benefit
C(r) = cost of research

3. Marketing Information System
There are more information than they are needed
There are more wrong kind than the right information.
Information is disperse and great effort is needed to locate simple facts.
Vital information often arrives too late.
Information gathered may not be accurate.

4. The Marketing Intelligence System
Computerized data base
Information gathering in a controlled an coordinated fashion(MIS): Data, information, intelligence(interpretation).
System structure-right information at the right time

5. Secondary data Libraries Directories and newsletters-trade association
Commercial information providers-Dun Bradstreet
Databases-Internet and Web pages
Trade association-Retailing Association, American Marketing Association

6. Evaluating Secondary Data Sources and Quality
Source quality-who collected, how it is collected
Data quality-accuracy, reliability and timeliness: data collection methods-daily, weekly, monthly and yearly.
Data compatibility and comparability

7. Primary Marketing Research
Suppliers of primary research: (1) syndicated research firms-A.C. Nielsen, SAMI: store audit, home audit, diary method. omnibus surveys, (2)custom research-specific research task

8. Marketing Decision Support System
The purpose is that the right information is available at the right time for the right decision maker.
Environment and market
Internal and external
Marketing information center
Computerized data gathered internally and externally
Marketing decision making
Problem solving approach

9. The Marketing Research Process
Defining the objectives-problem identification
Determining the level: exploratory (insufficient), descriptive(more popular), or causal(time-consuming).
Determining the research approach:
(1) Qualitative-observation, in-depth interviews, focus group,

10. The Marketing Research Process (Cont.)
(2) Quantitative research-experimental research(before-and-after design)
Questionnaire design(survey research): They must be (a)comprehensive (b)simple, clear and not too long.
Sample size determination and selection selection-probability and non-probability

11. Marketing Research Process (Cont.)
Purpose-problem identification
Plan of the research
Performance of the research
pre-testing and validation
Processing research data
Coding and editing
Research report

12. Research Process (cont.)
Collecting the data: Mail, telephone, personal interviews
Analyzing the data-multivariate analysis
Report writing and presentation
1. Relevance to specific need
2. Reliability of findings
3. Accuracy of recommendation
4. Bias(free from distortion)

13. Problems of the Research Process
Representation improperly selected.
Sample selection and size are not properly formulated.
Pre-testing is not completed.
Questionnaires are not tested before they are used in the research.
Market test is too short before it is determined that consumers like it