1. Marketing Information Chapter 4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

2. Internal Company Data Acquired Databases Marketing Intelligence Marketing Research MIS-Marketing Information System Computer Hardware and Software DATA TYPES Information for Marketing Decisions Determines what information MKT managers need, then gathers, sorts, analyzes, stores, and distributes the information to system users. 2

3. Internal Data Internal company data- a firm’s records of sales, orders, returns, web page visit complaints, customer profiles, etc. Often, an MIS allows salespeople in the field to access internal records over the Internet. 3

4. Marketing Intelligence Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall The collection and analysis of publicly available information about consumers, competitors, and developments in the environment. Competitors-reveal information through their annual reports, business publications, trade show exhibits, and Web pages.

5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Research The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.

6. Acquired Acquired Data A large amount of useful information is available in the form of acquired external databases. Firms may acquire these databases from any number of sources including the US Census, USA Data.com, the Salesman’s Guide, etc. 6

7. - Many firms add to their MIS with a marketing decision support system (MDSS). An MDSS includes analysis and interactive software that allows marketing managers to access MIS data and conduct their own analyses. - An MDSS includes statistical software that allows managers to examine complex relationships among factors in the marketplace. Modeling software allows decision makers to examine possible ideas about relationships in the data—to ask “what-if” questions. MDSS 7

8. Marketing Manager MDSS Statistical/Modeling Software MIS Data Information Needed for Decision Making MARKETING DECISION SUPPORT SYSTEM Interactive Software 8

9. Examples of Questions an MIS and an MDSS Might Answer (Table 4.1) 9

10. Data Mining Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Data mining: Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available 10

11. Define problem/objectives MARKETING RESEARCH PROCESS Determine research design Choose data collection method Design the sample Collect the data Analyze data Prepare report 11

12. 1: Define Research Problem The first step in the research process is to understand what information managers need: 1. Specify the research objectives: What questions will the research attempt to answer? 2. Identify the target market 3. What factors in the firm’s internal and external business environment might influence the situation? 12

13. 2: Determine Research Design The second step of the process is to decide on a plan. This plan is the research design, which specifies what information marketers will collect and what type of study to do. Research design categories: secondary research and primary research.

14. Research Designs SECONDARYPRIMARY Exploratory Descriptive Causal Internal External 14

15. Figure 4.5a Marketing Research Designs 15

16. Figure 4.5b Marketing Research Designs 16

17. Data Sources Secondary Data Secondary Data Already on-hand Easy and cheap Collected for a different purpose Risks of being inaccurate, old, irrelevant Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 17

18. Collected for new research plan Tailored to new problem Costly Takes time Primary Data Primary Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Data Sources 18

19. Interviews/Focus Groups Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Exploratory 19

20. 3: Research Method Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall When the researcher decides to collect primary data, the next step is to determine how to collect it. Typical primary data- collection methods are surveys or observation. 20

21. Survey Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 21

22. Mail Surveys Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 22

23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Phone Surveys 23

24. Face to Face Interviews Face-to-face interviews occur in a mall-intercept study. Researchers recruit shoppers in malls or other public areas. This approach is costly compared to other methods. 24

25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Research 25

26. Observation 26

27. 4: Design Sample Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall 27

28. Probability Sample Probability samples: members of the population have a known chance (probability) of being selected into the sample. -Simple random sampling: the probability of being selected into the sample is “known” and equal for all members of the population -Stratified sampling: population is separated into different strata and a sample is taken from each one. 28

29. Non-Probability Sample Non-probability samples: the chances (probability) of selecting members from the population into the sample are unknown: -Convenience samples: samples drawn at the convenience of the interviewer -Quota samples: use a specific quota of certain types of individuals to be interviewed or surveyed 29

30. 5: Collect Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 30

31. 6: Analyze Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 31

32. 7: Prepare Report 32

33. Step 7: Prepare the Research Report Research reports typically contain the following sections: –Executive summary –Description of research methods –Discussion of study results –Limitations of study –Conclusions and recommendations 33