1. Marketing for MOST Module 05 – Marketing Information Systems 技術経営コンソーシアム 開発担当者 ： Ritsumeikan Asia Pacific University 教授 : Takamoto, Akihiro 更新日 October, 2003

2. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems 1.Marketing Information Systems 2.Marketing Research Process 3.Research Objectives 4.Data Sources 5.Research Approaches for Primary Data Collection 6.Research Instruments and Contact Methods 7.Pitfalls of Marketing Research 8.Discussion

3. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems Internal Records + Marketing Intelligence + Marketing Research M.I.S = (Philip Kotler)

4. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems People Equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. M.I.S (Philip Kotler)

5. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems Examples are: sales, costs, cash flows, production schedules, shipments, inventories, competitor activities, customer demographics, psychographics, buying behavior, customer satisfaction, service problems. Internal Records (Philip Kotler)

6. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems Everyday information about developments in the marketing environment that help managers prepare and adjust marketing plans. Marketing Intelligence (Philip Kotler)

7. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems The Systematic design, collection and analysis and reporting of data relevant to specific marketing situation facing and organization. Marketing Research (Philip Kotler)

8. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Information Systems Practice: The terms Marketing Research and Market Research are used inter-changeably in general. But, Some Markets, however, differentiate these terms. WHAT WOULD BE THE DIFFERENCE?

9. Marketing for MOST: Module 5 – Marketing Information Systems Marketing Research Process Define the problem & research objectives Develop the Research Plan Collect the Information Analyze the Information Present the Finding

10. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives: Exploratory Research

11. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives: Exploratory Research Descriptive Research

12. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives Exploratory Research Descriptive Research Causal Research

13. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives: “Marketing Research to gather preliminary information that will help define problems and suggest hypotheses.” Exploratory Research

14. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives: “Marketing Research to better describe marketing problems, situations or markets, such as the market potential for a product or the demographics and attitudes of consumers.” Descriptive Research

15. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Three Types of Objectives: “Marketing Research to test hypotheses about cause-and- effect relationships.” Causal Research

16. Marketing for MOST: Module 5 – Marketing Information Systems Research Objectives Practice: Show an example for each of the three types of marketing research.

17. Marketing for MOST: Module 5 – Marketing Information Systems Data Sources Information collected for the specific purposes at hand. Primary Data

18. Marketing for MOST: Module 5 – Marketing Information Systems Data Sources Information that already exists somewhere, having been collected for another purpose. Secondary Data

19. Marketing for MOST: Module 5 – Marketing Information Systems Research Approaches for Primary Data Collection Three Types of Approaches:

20. Marketing for MOST: Module 5 – Marketing Information Systems Research Approaches for Primary Data Collection Three Types of Approaches: Observational Research

21. Marketing for MOST: Module 5 – Marketing Information Systems Research Approaches for Primary Data Collection Three Types of Approaches: Observational Research Survey Research

22. Marketing for MOST: Module 5 – Marketing Information Systems Research Approaches for Primary Data Collection Three Types of Approaches: Observational Research Survey Research Experimental Research

23. Marketing for MOST: Module 5 – Marketing Information Systems “The gathering of primary data by observing relevant people, actions, and situations”. Research Approaches for Primary Data Collection Three Types of Approaches: Observational Research

24. Marketing for MOST: Module 5 – Marketing Information Systems “The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior”. Research Approaches for Primary Data Collection Three Types of Approaches: Survey Research

25. Marketing for MOST: Module 5 – Marketing Information Systems “The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses”. Research Approaches for Primary Data Collection Three Types of Approaches: Experimental Research

26. Marketing for MOST: Module 5 – Marketing Information Systems Research Methods and Contact Methods The Questionnaire: Open-end(ed) Questions Closed-end(ed) Questions Practice: Discuss the pro’s and cons of open-ended questions and closed-ended questions. What is a “questionable” questionnaire?

27. Marketing for MOST: Module 5 – Marketing Information Systems Research Methods and Contact Methods Aided Recall Unaided Recall versus

28. Marketing for MOST: Module 5 – Marketing Information Systems Research Methods and Contact Methods Sampling Plan: –Sampling Unit –Sample Size Sampling Procedures: –Probability Sampling Simple random sample Stratified random sample –Non-probability sampling Convenience sample Judgement sample

29. Marketing for MOST: Module 5 – Marketing Information Systems Research Methods and Contact Methods Contact Methods: Mail Questionnaires Telephone Interviewing Personal Interviewing Group Interviewing –(focus group interviewing) Internet

30. Marketing for MOST: Module 5 – Marketing Information Systems Pitfalls of Marketing Research Where are they hidden and how do you fall into them? Mini Case 1:The birth and demise of New Coke and the revival of Coke. (Ref-1)Ref-1 Are Hong-Kong people not honest?(Ref-2)Ref-2 Househusbands have the brightest children. (Ref-3)Ref-3

31. Marketing for MOST: Module 5 – Marketing Information Systems Discussion a)Review the comments/questions raised by students as shown in the attachment, and discuss them.(REF)REF b)What are your comments or questions on the subject of this module?