Interview Question for Marketing Managers

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Interview Question for Marketing Managers Powered By Docstoc
					Key Concepts
What is MDSS?

      Marketing   An interactive, flexible
      Decision    computerized information
      Support     system that enables managers
      Systems     to obtain and manipulate
                  information as they are making
                  decisions.
DSS System Characteristics


              Interactive


               Flexible


          Discovery-Oriented


             Accessible
Marketing Decision Support Systems


       Database
                   The creation of a large
       Marketing
                   computerized file of customers’
                   and potential customers’
                   profiles and purchase patterns.


                   The key tool for successful
                   one-to-one marketing.
Marketing Decision Support Systems
What is Marketing Research and Why it is
Important


 Define marketing research and explain its
  importance to marketing decision making
The Role of Marketing Research


               The process of PLANNING,
   Marketing   COLLECTING, and
   Research    ANALYZING data relevant to
               a marketing decision.
Marketing Research Studies: What
issues are often investigated?

     Products            Uses

    Advertising       Awareness

      Prices          Familiarity

     Packages       New concepts

  Names and Logos   Traffic patterns

     Services           Wants

   Buying habits        Needs

      Colors            Politics
The Role of Marketing Research


                Gathering and presenting
 Descriptive     factual statements


 Diagnostic     Explaining data



 Predictive     “What if?”
When Should Marketing
Research Be Conducted?

     Where there is a HIGH
      level of UNCERTAINTY

     When VALUE of research
      information exceeds the
      COST of generating the
      information
Management Uses of Marketing
Research
 Improve the quality of decision making
 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
    The Marketing
    Research Process
1
     Define
    Problem   2
              Plan Design/   3
              Primary Data    Specify
                             Sampling
                             Procedure     4
                                               Collect
                                                Data
                             5
                                 Analyze
              6 Prepare/          Data

7                 Present
                  Report
Follow Up
Marketing Research

 Marketing   Determining WHAT INFO IS NEEDED and
 Research         HOW that information can be
  Problem       obtained efficiently and effectively.

                    The specific INFO needed
 Marketing     to SOLVE A MARKETING RESEARCH
 Research                   PROBLEM;
 Objective    the objective should provide insightful
                   decision-making information.

Management         A broad-based problem that
 Decision      requires marketing research in order
  Problem      for managers to take proper actions.
Secondary Data


    Secondary
       Data

                Data PREVIOUSLY
                COLLECTED for any
                purpose other than the
                one at hand.
SOURCES of Secondary Data
Where the info can be accessed



       Internal Corporate Information
           Government Agencies

      Trade and Industry Associations

           Business Periodicals

                News Media
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
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
The New Age of Secondary
Information: The Internet

 1   Analyze your topic

 2   Test run a word or phrase in a search engine

 3   Learn as you go and vary your approach

 4   Don’t bog down in strategy that doesn’t work

 5   Go back to earlier steps better informed
Planning the Research Design


    Which research      How and when
      questions          will data be
   must be answered?      gathered?

                  ?
                How will
                the data
              be analyzed?
Primary Data


    Primary    Information collected FOR
      Data     THE FIRST TIME. Can be
               used for solving the
               particular problem under
               investigation.
Advantages of Primary Data

   Answers a specific
    research question
   Data are current
   Source of data is
    known
   Secrecy can be
    maintained
Disadvantages of Primary Data
              Disadvantages are usually offset by the advantages of
              primary data.



   Expensive
   “Piggybacking” may
    confuse respondents
   Quality declines if
    interviews are
    lengthy
   Reluctance to
    participate in
    lengthy interviews
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.
Forms of Survey Research


  In-Home Interviews           Mail Surveys


Mall Intercept Interviews   Executive Interviews


 Telephone Interviews          Focus Groups
Forms of Survey Research


                        Survey research method that
    Mall Intercept      involves INTERVIEWING PEOPLE
     Interview          in the common areas of
                        SHOPPING MALLS.


                        A type of survey that involves
                        INTERVIEWING EXECUTIVES AT
  Executive Interview
                        THE OFFICES concerning
                        industrial products or services.
Forms of Survey Research


       Focus Groups


                      Seven to ten people
                      who participate in a
                      GROUP DISCUSSION
                      led by a moderator.
Questionnaire Design
How questions are formatted

                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
   Question      SELECTION from a LIMITED LIST of
                            responses.

   Scaled-           A closed-ended question
  Response          designed to MEASURE THE
   Question     INTENSITY of a respondent’s answer.
Questionnaire Design
Important guidelines



    Clear and concise
 No ambiguous language

    Only one question

        Unbiased

 Reasonable terminology
Observation Research


         Observation
          Research


              A research method that relies on
              three types of OBSERVATIONS:

               people watching people
               people watching an activity
               machines watching people
Observational Situations


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




                              Observer                   Traffic-
                                             VIDEO
              MYSTERY           at an                   counting
                                            cameras
 Example    shoppers in a   intersection   recording
                                                        MACHINE
            supermarket       counting                 monitoring
                                            behavior
                               traffic                 traffic flow
Ethnographic Research


   Ethnographic
     Research
                  The study of human behavior
                  in its NATURAL CONTEXT;
                  involves observation of
                  behavior and physical setting.
The Sampling Procedure


               A SUBSET from a large
  Sample
                    population.

             The POPULATION from which
  Universe
                a sample will be drawn.
Sampling Procedure



    Universe           Sample

                       Probability
                        Samples

                     Non-Probability
                        Samples
Types of Samples

   Probability     Non-Probability
    Samples           Samples

  Simple Random      Convenience
     Sample            Sample
    Stratified        Judgment
     Sample            Sample
     Cluster            Quota
     Sample            Sample
   Systematic         Snowball
    Sample             Sample
Probability Samples

               A sample in which every element in
 Probability       the population has a known
  Sample          statistical likelihood of being
                             selected.


 Random        A sample arranged so that every
               element of the population has an
 Sample
                equal chance of being selected.
Nonprobability Samples

                  Any sample in which little or
Nonprobability    NO ATTEMPT is made to get a
   Sample         representative cross-section
                       of the population.


                 A form of non-probability sample
Convenience         using respondents who are
  Sample             CONVENIENT or READILY
                 ACCESSIBLE to the researcher.
Types of Errors
                Error when there is a DIFFERENCE
Measurement
              between the information desired and the
   Error
                 information provided by research



 Sampling     Error when a sample somehow DOES NOT
   Error          REPRESENT the target population.



                Error when a SAMPLE drawn from a
  Frame
                   population DIFFERS from the
   Error                target population.


                Error because the selected sample is
  Random
                an IMPERFECT REPRESENTATION of
   Error               the overall population.
Field Service Firms

  Provide:

    Focus group facilities
    Mall intercept locations
    Test product storage
    Kitchen facilities
    Retail audits
Analyzing the Data


    Cross-
  Tabulation
               A method of analyzing data
               that lets the analyst look at
               the responses to one question
               IN RELATION to the
               responses to one or more
               other questions.
Preparing and Presenting
the Report
What the report should contain



       Concise statement of the research objectives

       Explanation of research design

       Summary of major findings

       Conclusion with recommendations
Following Up


     Were the recommendations followed?

     Was sufficient decision-making information
      included in the report?

     What could have been done to make the
      report more useful to management?
   Steps in a
   Marketing
Research Project
The Internet &
Marketing Research


 Explore the the profound impact of the
 Internet on marketing research
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
Advantages of Internet Surveys

            Rapid development,
            Real-time reporting

              Reduced costs

           Personalized questions
                 and data
           Improved respondent
               participation
             Contact with the
              hard-to-reach
Uses of the Internet by
Marketing Researchers


        Administer surveys

        Conduct focus groups

        Other types of marketing research
Internet Samples
        Unrestricted    A survey in which ANYONE with
         Internet      a computer and modem can fill out
          Sample              the questionnaire.


         Screened      An Internet sample with QUOTAS
         Internet          based on desired sample
          Sample                characteristics.


         Recruited      A sample in which respondents
         Internet       are PRE-RECRUITED and must
  LO4     Sample            QUALIFY to participate.
Process for Online
Focus Groups

        1.   Build a database of respondents via Web site
             screening questionnaire
        2.   Identify qualified individuals via e-mail
        3.   Develop a discussion guide
        4.   Moderator runs group by typing in questions
             online for all to see
        5.   Environment is similar to a chat room
        6.   Firm captures the complete text of the
             focus group
Types of Online Focus Groups


          Real-time online focus groups




        Time-extended online focus groups
Advantages of Online
Focus Groups

     Speed
     Cost-effectiveness
     Broad geographic scope
     Accessibility
     Honesty
Role of Blogs in
Marketing Research


      Refined technologies allow
       companies to mine data available in
       Internet blogs.

      Companies can identify the most
       influential bloggers and learn exactly
       what they are saying (and how they
       are saying it).
Other Uses of the Internet by
Marketing Researchers

         Distribution of requests for
         proposals (RFPs) and proposals
         Collaboration between client
         and research supplier
         Data management and
         online analysis
         Publication and distribution
         of reports
         Viewing of presentations of
         marketing research surveys
Impact of the Internet on Marketing Research
Scanner-Based Research


   Explore the growing importance of
        scanner-based research
Scanner-Based Research

                   A system for gathering information
   Scanner-based   from a single group of respondents
     Research      by CONTINUOUSLY MONITORING
                   the advertising, promotion, and
                   pricing they are exposed to and the
                   things they buy.


                   BehaviorScan
                   InfoScan
Competitive Intelligence


    Competitive
    Intelligence   An intelligence system that
                   helps managers assess their
                   competition and vendors in
                   order to become more efficient
                   and effective competitors.
Sources of Competitive
Intelligence

         Internet        UCC Filings

   Company Salespeople    Suppliers

         Experts         Periodicals

      CI Consultants     Yellow Pages

   Government Agencies   Trade Shows

				
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