Marketing Research and Information Systems (PowerPoint download)

					  Marketing Research
         and
 Information Systems



Prof. Rushen Chahal
The Importance of Information


                Marketing
               Environment

                    Why
                Information     Competition
                     Is
   Customer       Needed
    Needs

                 Strategic
                 Planning
   What is a Marketing
Information System (MIS)?

  • Consists of people, equipment, and procedures to
    gather, sort, analyze, evaluate and distribute
    needed, timely, and accurate information to
    marketing decision makers.
  • Functions:
    – Assess Information Needs.
    – Develop Needed Information.
    – Distribute Information.
     The Marketing Information System
                                      Marketing Managers
                                      Marketing Information System


                          Distributing                   Assessing Information
                          Information                           Needs
                                         Developing Information
Marketing Decisions and




                          Information                              Internal
                            Analysis                              Databases
Communications




                          Marketing                                Marketing
                          Research                                Intelligence



                                    Marketing Environment
    Functions of a MIS:
Assessing Information Needs

   Conduct Interviews With Managers to Determine
                 What Information is
      Desired, Needed, and Feasible to Obtain.




 Monitor Environment for       Examine Cost/ Benefit of
  Information Managers                Desired
       Should Have                  Information
        Functions of a MIS:
      Developing Information
   Obtains Needed Information for Marketing
    Managers From the Following Sources:
                             Internal Data
Collection of Information from Data Sources Within the Company
      From: Accounting, Sales Force, Marketing, Manufacturing

                          Marketing Intelligence
      Collection and Analysis of Publicly Available Information about
       Competitors and Developments in the Marketing Environment
              From: Employees, Suppliers, Customers,
             Competitors, Marketing Research Companies

                         Marketing Research
   Systematic Design, Collection, Analysis, and Reporting of Data
  Relevant to a Specific Marketing Situation Facing an Organization
  Functions of a MIS:
Distributing Information

             Information Must be Distributed
        to the Right Managers at the Right Time.




    Distributes Routine           Distributes Non-routine
  Information for Regular         Information for Special
      Decision Making                    Situations
The Marketing Research
       Process

    Defining the Problem and Research Objectives


            Developing the Research Plan



          Implementing the Research Plan



        Interpreting and Reporting the Findings
Marketing Research Process
 Step 1. Defining the Problem &
           Research Objectives


                          •Gathers preliminary information
   Exploratory            that will help define the problem
    Research                  and suggest hypotheses.


                          •Describes such things as market
   Descriptive            potential for a product or attitudes
    Research               and demographics of consumers
                                 who buy the product.


     Causal              •Test hypotheses about cause-
    Research              and-effect relationships.
Marketing Research Process
Step 2. Develop the Research Plan

      Determining the Specific Information Needs

  Secondary Information                   Primary Information

  Information that has                   Information collected
been previously collected               for the specific purpose
  for another purpose.                           at hand.

                        Both Must Be:

                            Relevant
                            Accurate
                             Current
                            Impartial
Primary Data Collection Process
          Step A. Research Approaches
   Observational Research
Gathering data by observing relevant
   people, actions, and situations
     (Exploratory Information)


                              Survey Research
                            Asking individuals about
                            attitudes, preferences or
                                 buying behaviors
                            (Descriptive Information)


                                                Experimental Research
                                                 Using groups of people to
                                                 determine cause-and-effect
                                                       relationships
                                                    (Causal Information)
Primary Data Collection Process
           Step B. Contact Methods

         Strength and Weaknesses of Contact Methods

                   Mail        Telephone   Personal    Online
  Flexibility      Poor        Good        Excellent   Good
  Quantity of      Good        Fair        Excellent   Good
  Data Collected
  Control of       Excellent   Fair        Poor        Fair
  Interviewer
  Control of       Fair        Excellent   Fair        Poor
  Sample
  Speed of Data    Poor        Excellent   Good        Excellent
  Collection
  Response Rate    Fair        Good        Good        Good
  Cost             Good        Fair        Poor        Excellent
Primary Data Collection Process
   Step C. Developing a Sampling Plan


      Probability or                     Who is to be
     Non-probability                      surveyed?
       sampling?                        (Sampling Unit)


                          Sample -
                       representative
                       segment of the
                         population
    How should the                         How many
      sample be                         people should be
       chosen?                             surveyed?
      (Sampling                          (Sample Size)
      Procedure)
Primary Data Collection Process
        Step D. Research Instruments


                      Research Instruments


  Questionnaire                   Mechanical Devices

 • What questions to ask?         • People Meters
 • Form of each question?         • Grocery Scanners
 • Wording of each question?      • Galvanometer
 • Ordering of each question?
 Marketing Research Process
Step 3. Implementing the Research Plan
       Collection of
           Data



       Processing of
           Data              Research Plan



       Analyzing the
           Data
          Marketing Research Process
Step 4. Interpreting and Reporting the Findings



       Interpret the Findings


                Draw Conclusions


                         Report to Management
Other Marketing Research
     Considerations

   Marketing                       Public Policy
  Research in                          and
                   International     Ethics
Small Businesses
                     Marketing          in
       and
                     Research       Marketing
   Nonprofit
 Organizations                      Research

				
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posted:2/15/2012
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Description: Prof. Rushen's notes for MBA and BBA students