Presentation on theme: "Marketing Research and Information Systems"— Presentation transcript:
1 Marketing Research and Information Systems WeekMarketing Research and Information Systems
2 The Importance of Information Companies need information about their:Marketing environmentCompetitionCustomer needsManagers don’t need more information, they need better information.
3 What is a Marketing Information System (MIS)? A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.The MIS helps managers to:Assess Information Needs,Develop Needed Information,Distribute Information.
5 Functions of a MIS: Developing Information Information Needed by Managers Can be Obtained From:Internal DataComputerized Collection of Information from Data Sources Within the Company.MarketingResearchDesign, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization.IntelligenceCollection and Analysis of Publicly Available Information about Competitors and theMarketing Environment (i.e. Technological).
6 Marketing Information System: Developing Information Company Internal DatabasesAccountingManufacturingsales and marketingcustomer serviceFor further details about this topic see page11655
7 Marketing Information System: Developing Information Marketing Intelligencecompany personnelcustomerssuppliers & resellersbusiness publicationstrade showscompetitive analysisinformation search firmsFor further details about this topic see page11766
8 The Marketing Research Process Implementingthe researchplan -- collectingand analyzingthe dataDefining theproblem andresearchobjectivesDeveloping theresearch planfor collectinginformationInterpretingand reportingthe findings
9 Marketing Research Process Step 1 Marketing Research Process Step 1. Defining the Problem & Research ObjectivesExploratoryResearchGathers preliminary informationthat will help define the problemand suggest hypotheses.DescriptiveResearchDescribes things as marketpotential for a product or thedemographics and consumers’attitudes.CausalResearchTest hypotheses about cause-and-effect relationships.
10 Ownership of Cats and Dogs by Age Group Source: Maritz PollSource: American Demographics, December 2000, p. 27. Adapted with permission.
11 Top Ten Zip Codes for Spending on Fireworks Source: American Demographics, July 2000, p. 24. Adapted with permission.
12 Marketing Research Process Step 2. Develop the Research Plan Research plan development follows these steps:Determining Specific Information NeedsGathering Secondary informationPlanning Primary Data Collection
13 Develop the Research Plan Gathering Secondary Information Information That Already Exists, collected for any purpose otherthan the one at hand.+ Obtained More Quickly, Lower Cost.- Might Not be Usable Data.SecondaryBoth Must Be:RelevantAccurateCurrentImpartialInformation Collected for the Specific Purpose at Hand.Primary
14 Develop the Research Plan Planning Primary Data Collection Observational ResearchGathering data by observing people,actions and situationsResearch ApproachesSurvey ResearchAsking individuals about attitudes, preferences orbuying behaviorsMost Widely Used FormExperimental ResearchUsing groups of people todetermine cause-and-effectrelationships
15 A research method that relies on three types of observation: Observation ResearchA research method that relies on three types of observation:people watching peoplepeople watching an activitymachines watching peopleOn LineBrand Marketing InternationalLearn more about mystery shopping by requesting a mystery shopper kit from BMI and reading the shopper application.Notes:Observation research depends on watching what people do. It may be conducted by human observers or machines.
16 Observation Research Types of Observation Research Mystery ShoppersOne-Way MirrorsTypes of Observation ResearchAuditsMachines Watching PeoplePeople Watching PeoplePeople Watching an ActivityTraffic CountersPassive People Meter
17 On LineMystery ShoppersResearchers posing as customers who gather observational data abouta store and collect data about customer/employee interactions.
18 You have been hired by (a) to determine when, where, how and Observation ProblemYou have been hired by (a) to determine when, where, how andwhy students consume or use (b) . You have to use observation techniques. Explain how you proceed. Be creative but ethical.
19 Forms of Survey Research Focus GroupsExecutive InterviewsMail SurveysTelephone Interviews (Home and Central Location)Mall Intercept InterviewsIn-Home Interviews
20 Characteristics of Traditional Forms of Survey Research
21 Questionnaire Design Open-Ended Question Closed-Ended Scaled- Response An interview question that encourages an answer phrased in respondent’s own words.An interview question that asksthe respondent to make a selection from a limited list of responses.A closed-ended questiondesigned to measure the intensityof a respondent’s answer.Notes:Questionnaires contain three basic types of questions:Open-ended questionsClosed-ended questionsScaled-response questions.Examples of these types of questions are shown on the next slide and in Exhibit 8.5.
22 Types of Questions in Questionnaire Design Notes:Exhibit 8.5
23 Qualities of Good Questionnaires Reasonable Terminology Questionnaire DesignOn LineQualities of Good QuestionnairesClear and ConciseNo Ambiguous LanguageUnbiasedReasonable TerminologyOn LineCreateSurvey.comDesign a marketing questionnaire to post on your class Web site using the tools offered by Create Survey. Visit the demo polls on the site for ideas and tips.
26 Marketing Research Process Step 3. Implementing the Research Plan Collecting theDataMost Expensive & Subject to ErrorResearch PlanProcessing theDataAnalyzing theData
27 Marketing Research Process Step 4. Interpreting and Reporting Findings Step 1. Interpret the FindingsResearcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management.Step 2. Draw ConclusionsStep 3. Report to Management