Docstoc

Chapter 9

Document Sample
Chapter 9 Powered By Docstoc
					Lamb, Hair, McDaniel          2010-2011


                  CHAPTER 9
  Decision Support Systems and
       Marketing Research




                                   1
      Marketing Decision
       Support Systems



         There will be no
           questions on
        Marketing Decision
         Support Systems



LO1                          2
         The Role of
      Marketing Research

      Marketing
      Research
                  The process of
                  planning, collecting,
                  and analyzing data
                  relevant to a
                  marketing decision.



LO2                                       3
LO2        Marketing
        Research Studies
         Products            Uses

        Advertising       Awareness

          Prices          Familiarity

         Packages       New concepts

      Names and Logos   Traffic patterns

         Services           Wants

       Buying habits        Needs

          Colors            Politics       4
         The Role of
      Marketing Research
                 Gathering and presenting
  Descriptive     factual statements



  Diagnostic     Explaining data



  Predictive     “What if?”



LO2                                          5
      Management Uses of Marketing Research

                    Improve the quality of decision making
Beyond the Book

                    Trace problems
                    Focus on keeping existing customers
                    Understand the marketplace
                    Alert them to marketplace
                     trends
                    Gauge the value of goods
                     and services, and the level
                     of customer satisfaction


                  NOTE: Supplemental content – not in book.


LO2                                                           6
      The Importance of
      Marketing Research

Why marketing research?    Improve quality of
                            decision making

                           Trace problems

                           Focus on keeping
                            existing customers

                           Understand changes
                            in marketplace



LO2                                              7
      Steps in a Marketing
       Research Project



           There will be no
          questions on this
                topic




LO3                           8
        Sources of
      Secondary Data
       Internal Corporate Information

           Government Agencies

      Trade and Industry Associations

           Business Periodicals

                News Media




LO3                                     9
           Advantages of
          Secondary Data
       Saves time and money if on
        target
       Aids in determining direction for
        primary data collection
       Pinpoints the kinds of people to
        approach
       Serves as a basis of
        comparison for other data


LO3                                         10
        Disadvantages of
         Secondary Data
       May not give adequate
        detailed information
       May not be on target with
        the research problem
       Quality and accuracy of
        data may pose a problem



LO3                                 11
             Primary Data
  Information collected for the first time.
      Used for solving the particular problem
      under investigation.


  Advantages:
     Answers a specific research question
     Data are current
     Source of data is known
     Secrecy can be maintained




LO3                                             12
        Disadvantages of
          Primary Data
                            Disadvantages are usually
  Expensive
                            offset by the advantages
  “Piggybacking” may
   confuse respondents
                            of primary data.
  Quality declines if
   interviews are lengthy
  Reluctance to
   participate in lengthy
   interviews




LO3                                                     13
         Survey Research


      Survey Research



                 The most popular technique for
                 gathering primary data in which
                 a researcher interacts with
                 people to obtain facts,
                 opinions, and attitudes.


LO3                                                14
            Forms of
        Survey Research

  In-Home Interviews           Mail Surveys


Mall Intercept Interviews   Executive Interviews


 Telephone Interviews          Focus Groups




LO3                                                15
   Questionnaire Design
                An interview question that encourages
 Open-Ended
                 an answer phrased in respondent’s
  Question
                             own words.


                   An interview question that asks
 Closed-Ended
                 the respondent to make a selection
   Question
                   from a limited list of responses.


   Scaled-            A closed-ended question
  Response        designed to measure the intensity
   Question           of a respondent’s answer.


LO3                                                     16
Beyond the Book   Questionnaire Design
                  Closed-ended and scaled-response questions are easier to tabulate
                  than open-ended questions because response choices are fixed.
                  On the other hand,
                  unless the
                  researcher designs
                  the closed-ended
                  question very
                  carefully, an
                  important choice
                  may be omitted.




                  Avocado                               1   Olives (black/green)        6
                  Cheese (Monterey Jack/cheddar)        2   Onions (red/white)          7
                  Guacamole                             3   Peppers (red/green)         8
                  Lettuce                               4   Pimento                     9
                  Mexican hot sauce                     5   Sour cream                  0

LO3                                         NOTE: Supplemental content – not in book.       17
      Questionnaire Design
        Clear and concise


      No ambiguous language


        Only one question


            Unbiased


      Reasonable terminology
                               http://www.surveymonkey.com/

LO3                            Online
                                                        18
  Observation Research


      Observation
       Research


             A research method that relies on
             three types of observation:

              people watching people
              people watching an activity
              machines watching people




LO3                                             19
 Observational Situations

              People        People       Machines      Machines
Situation    watching      watching      watching      watching
              people      phenomena       people      phenomena


                           Observer
              Mystery                      Video     Traffic-counting
            shoppers in       at an      cameras        machine
Example          a        intersection   recording     monitoring
            supermarket     counting      behavior     traffic flow
                              traffic




LO3                                                                     20
      Collecting the Data
      Field Service Firms provide:
          Focus group facilities
          Mall intercept
           locations
          Test product storage
          Kitchen facilities
          Retail audits



LO3                                  21
      The Profound Impact of
          the Internet on
       Marketing Research



         Discuss the profound
         impact of the Internet
             on marketing
               research



LO4                               22
  Impact of the Internet

  Allows better and faster decision making
  Improves ability to respond quickly to customer
   needs and market shifts
  Makes follow-up studies and tracking research
   easier
  Slashes labor- and time-intensive research
   activities and costs




LO4                                                  23
       Advantages of
      Internet Surveys
          Rapid development,
          Real-time reporting

            Reduced costs

         Personalized questions
               and data

         Improved respondent
             participation

           Contact with the
            hard-to-reach
LO4                               24
      Uses of the Internet by
      Marketing Researchers

        Administer surveys


        Conduct focus groups


        Other types of marketing research


                                 http://www.greenfieldonline.com

LO4                             Online
                                                            25
  Methods of Collecting
     Online Surveys
 • Web Survey Systems
 • Survey Design and Web Hosting Sites
 • Online Panel Providers




LO4                                      26
  Competitive Intelligence



         There will be no
          questions on
           competitive
           intelligence



LO7                          27

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:0
posted:5/2/2013
language:Unknown
pages:27