see past exam papers for sample questions learning outcome; be able to conduct marketing analysis,...
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See Past Exam Papers for Sample Questions
Learning Outcome; be able to conduct marketing analysis, marketing planning and decision-making.
Chapter 4 of Book: Marketing Research & Information Systems
The MIS(Marketing Information
System)
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Learning Outcomes
The Marketing Information System.
Market ResearchThe Internal Reports SystemThe Marketing Intelligence System
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Market Research
Marketers need information about ALL aspects of the business environment.
Some of the most important info you can have relates to your customers.
Use this info to segment the market and put in place proper marketing mixes.
Example of Research in Book
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What is Market Research
Marketing Research is the function which links the consumer, customer, and public to the marketer through information used to: identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of marketing process.
Note that very aspect of Marketing, e.g. the Marketing Mix, requires the collection or analysis of information.
NB. Firms who can adjust their marketing strategies to reflect changes in markets will gain a competitive advantage. Examples??
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Starting Marketing Research
Problem definitionProblem definition (how & what info will help?)
What existing dataexisting data can we use? What new datanew data do we need? What data collection methodcollection method? What measurement techniquesmeasurement techniques? What sized samplesample? Time-tables Time-tables & costscosts AnalysisAnalysis of data ReportingReporting and presentingpresenting findings.
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Customer Research & the Research ProcessCustomer Research & the Research Process
Presentation of results
Data analysis and interpretation
Datacollection
Researchdesign
Problemdefinition
The market research process:
Feedback
Feedback
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
More details of this process on pg. 102 of book, Fig 4.1
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Marketing Research - Formal
Market Research is undertaken in a formal study and uses:
Secondary Data; ie – data that already exists(Search engine use is critical here). This is Quantative Primary Data: ie – information observed or collected
directly from subjects….customers, suppliers, distributors etc. (Qualitative Research; eg. Talk to the customer or run focus groups, you can use sampling as well…see next slides)
NB: Must know those two definitions in exam!!
AC Nielson – a market research company
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Research Design – 3 Types
Descriptive Research
Exploratory Research
Causal Research
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Descriptive Research
Aim is to describe something important: e.g. the characteristics of a particular customer segment!
It is a Structured Process. Findings are conclusive, have prior formulations
and hypothesis. Specify the Who, What, Why, When, Where, How.
Methods Used are: Surveys Panels Observations Simulations
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Exploratory Research
To uncover insights, to understand. Definitions are loose, processes are flexible. Samples are small and non-representative. Uses qualitative data. Your findings are provisional, and usually leave the door open for additional research.
Methods used are:
Discussions with experts. Pilot surveys. Case studies. Analysis of secondary data. Qualitative research.
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Analysing the Cause and Effect of a problem. What is causing something and what is the effect? E.g.
Did an increase in price cause a decrease in sales? Independent variable = cause Dependent variable = effect
The effect may be a decrease in sales, but the cause may be an increase in price, increased in competitors’ advertising, decrease in competitors’ price, promotional activity in the market, economic factors etc ….
Method used is:
Experimentation – You see if one variable effects another variable.
Causal Research
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Brassington and Pettitt (2006) Principles of Marketing
Comparative Performance of Data Collection Methods
Interview Focus group
Telephone Mail
Cost/response High Fairly high Low Very low
Speed Fast Fast Very fast Slow
Quantity of data Large Large Moderate Moderate
Sample dispersion Low Low High High
Response rate High Very high Fairly high Low
Probing High High Fairly high None
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Sampling
Taking a sample of the population you are interested in.
This can be done in isolation, Or with qualitative research. It is of particular importance in mass
consumer markets since time and cost constraints make it impossible to survey every single target consumer.
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Sampling Methods
Probability Sampling:
1. Totally Random,2. Stratified = into
groups that are mutually exclusive and then random sampling from each group,
3. Area / regional sampling
Non-Probability Sampling:
Non-random 1. Judgmental: common
in B-2-B markets, researchers decide on samples,
2. Quota: e.g. 400 non-working women + 250 full-time, + 200 part-time employed women
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Internal Reports System
You need to organise and record all the research results
Decision Support Systems are sometimes used – They are essentially databases (pg 116 book)
Also consist of data on competitors
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Internal Reports System (2)
Know how to layout a competitor Analysis Template (Table 4.6 chapter 4)
IRS may also consist of information about “Channel Research”
Traditional channel – shoe shop? Emerging Channel – Amazon.com
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Analysis and Interpretation for MIS
QuantitativeQuantitative Preparation of the
Data Counting Grouping Relating Predicting Statistical Testing
QualitativeQualitative Coding Grouping Linking Themes Model
Interpretative Grounded Theory Critical Theory etc
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What is an MIS
It is made up of intelligence gathered about the market environment….ie. The PEST forces, from interenal and external sources
An MIS is different to basic internal records in that an MIS seeks to priorities the information that is critical to decision making.
When do internal records actually become intelligence?
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Other Data for an MIS
External data from the marketplace should also be added to an MIS. Data from sales reps, intermediaries such as wholesalers and retailers, tradeshows and secondary data sources (published information) which is available through government publications offices, libraries and the Internet
Be aware that raw data in a table is just that – raw data – and is virtually useless to a marketer. Turn it into a graph relative to other data and it becomes intelligence…..the backbone of an MIS
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Sources of Marketing Information
Government and State Bodies Directories – Kompass Ireland Trade Associations & Professional Bodies Economic Organisations – ESRI, OECD Academic Journals – HBR, Irish Marketing
Review Business Periodicals – BusinessPlus, Irish
Marketing Journal Quality Press – Irish Times, SBP Financial
Times(Use their websites)
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Final Sources for Market Research
Various Publications Civil Service – www.irlgov.ie,
www.cso.ie State Organisations -
www.enterprise-ireland.com, www.idaireland.com
Trade & Professional Organisations – www.mii.ie, Irish Management Institute, IBEC
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Summary
Three main components of a Marketing Intelligence System
-Market Intelligence-Internal Records-Market Research
Marketing Intelligence is data gathered about the market environment (PEST)