Marketing
Instructor
Abdel Fatah Afifi
MA&T, MBA, ACPA, PCT
Chapter 10
Marketing Research Decision-
Support Systems, and Sales
Forecasting
Chapter Objectives
1. Describe the development of the marketing research function
and its major activities.
2. Explain the steps in the marketing research process
3. Distinguish between primary and secondary data and identify
the sources of each type.
4. Explain the different sampling techniques used by marketing
researchers.
5. Identify the methods by which marketing researchers collect
primary data.
6. Explain the challenges of conducting marketing research in
global markets.
7. Outline the most important uses of computer technology in
marketing research.
8. Explain how the use of information technology, particularly
marketing decision support systems (MDSSs), can enhance and
refine market research and it’s impact on decision making.
9. Identify the major types of forecasting methods.
The Marketing Research Function
Marketing research: the process of
collecting and using information for
marketing decision-making
Development of the Marketing
Research Function
◦ First organized marketing research project done
by N.W. Ayer in 1879
◦ First commercial research department in the
U.S. established by Charles C. Parlin for the
Curtis Publishing Co. in 1911
Who Conducts Marketing Research
1. Many firms depend on independent
marketing research firms
1. Syndicated Services
2. Full-Service Research Suppliers
3. Limited-Service Research Suppliers
2. Customer Satisfaction
Measurement Programs
The Marketing Research Process
Step 1: Define the Problem
Step 2: Conduct Exploratory Research
Step 3: Formulate a Hypothesis
Step 4: Create a Research Design
Step 5: Collect Data
Step 6: Interpret and Present Research
Information
Marketing Research Methods
1. Secondary Data Collection
2. Sampling Techniques
3. Primary Research Methods
4. International Marketing Research
Secondary Data Collection
1.Government Data
2.Private Data
3.Online Sources
Sampling Techniques
1. Probability sample
2. Simple random sample
3. Stratified sample
4. Cluster sample
Non-probability sample
1. Convenience sample
2. Quota sample
8-
10
Primary Research Techniques
1. Observation Method
2. Telephone Interviews
3. Personal Interviews
4. Focus Groups
5. Mail Surveys
6. Fax Surveys
7. Online Surveys and Other Internet-
Based Methods
8. Experimental Method
Conducting International
Marketing Research
1. The basic steps are the same as for
domestic studies, however, face some
different challenges
2. A major secondary information source is
the U.S. Department of Commerce
1. Foreign Economic Trends and Their Implications
for the United States
2. Overseas Business Reports
Interpretative Research
1. Observes a customer or group of
customers in their natural settings
and then interprets their behavior
based on an understanding of social
and cultural characteristics of that
setting
1. Ethnographic
2. Focuses on understanding the
meaning of a product or the
consumption experience in a
consumer’s life
3. Takes time and is expensive
Computer Technology in
Marketing Research
1. Marketing Information System
(MIS)
2. Marketing Decision Support
System
3. Data Mining
4. Business Intelligence
5. Competitive Intelligence
Sales Forecasting
1. Qualitative Forecasting Techniques
1. Jury of Executive Opinion
2. Delphi Technique
3. Sales Force Composite
4. Survey of Buyer Intentions
2. Quantitative Forecasting Techniques
1. Market Tests
2. Trend Analysis
3. Exponential Smoothing