1. mis,irs, marketing research system

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MARKETING MANAGEMENTUnit II: Marketing Information System: Internal recordSystem, Marketing Research System

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THE NEED FOR INFORMATION

The marketing environment is changing at anaccelerating rate.many business firms lack information sophistication.Many lack a marketing research department .Others have departments that limit work to routineforecasting, sales analysis, and occasional surveys.managers complain about not knowing where critical

information is located in the company;

getting too much information that they cant use andtoo little that they really need;getting important information too late ; and doubting the

informations accuracy.

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M ARKETING I NFORMATION S YSTEM

A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort,analyze, evaluate, and distribute needed, timely, andaccurate information to marketing decision makersThe information is developed through

1. Internal company records2. Marketing intelligence activities3. Marketing research

4. Marketing decision support analysis

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1.INTERNAL COMPANY RECORDS

Marketing managers rely on internal reports on orders,sales, prices, costs, inventory, receivables and payablesand so on to analyze the information and spot outopportunities and problemsInternal company records

The Order-to- payment cycleSales Information Systems

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2. M ARKETING INTELLIGENCE ACTIVITIES

It supplies happenings dataA marketing intelligence system is a set of proceduresand sources used by managers to obtain everydayinformation about developments in the marketingenvironmentHow marketing managers collect this information?

Reading booksNewspapersTrade publicationstalking to the customers and the suppliers and distributors

Meeting with other company managers

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S TEPS TO IMPROVE THE QUALITY OF THE COMPANY S MARKETING INTELLIGENCE

it can train and motivate the sales force to spot and reportnew developmentsit can motivate distributors, retailers and otherintermediaries to pass along important intelligence,companies hire specialists, mystery shoppersit can learn about competitors by purchasing theirproducts, attending open houses and trade shows, readingcompetitor's published reports etc.,it can setup a customer advisory panel made up of

representative customers. Ex: Hitachi Data Systems- 3 daymeeting every 9 monthsit can purchase information from outside suppliersIt can establish marketing information center to collect andcirculate marketing Intelligence.

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3.M ARKETING RESEARCH (DEFINED )

Systematic design, collection,analysis, and reporting of data

and findings relevant to a specific

marketing situation facing a company.

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MARKETING RESEARCH : D EFINITION Many definitions of Marketing Research:

Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. (Philip Kotler)

the systematic gathering, recording and analyzing of all data about problems relating to the marketing of goods and services. [The American Marketing Association]

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TYPES OF M ARKETING RESEARCH F IRMS

Syndicated-service Custom

Specialty-line

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TYPES OF M ARKETING RESEARCH F IRMS

Syndicated-Service research firmsthese firms gather consumer and trade information,

which they sell for a fee ( IMRB,NORMA inKerala)

Custom Marketing Research Firmsthese firms are hired to carry out specific projects

design the study and report the findings

Specialty-line Marketing Research Firms specialized research services like field serviceinterviewing

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THE M ARKETING RESEARCH P ROCESS

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Makedecision

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MARKETING RESEARCH ...Can help the marketing manager to:

(1) Identify and define marketing problems andopportunities accurately;

(2) Understand markets and customers and offerreliable prediction about them;

(3) Develop marketing strategies and actions toprovide a competitive edge; and refine andevaluate them;

(4) Facilitate efficient expenditure of funds;

(5) Monitor marketing performance; and

(6)Improve the understanding of marketing as aprocess.

Is important because of

Rapid changingmarketingenvironment;Need for up-to-dateinformation for

strategically importantareas;Importance of researchas an integral part ofbetter operation.

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THE M ARKETING RESEARCH P ROCESS

Defining theproblem andresearch

objectives

Developing theresearch planfor collecting

information

Implementingthe researchplan -- collectingand analyzingthe data

Interpretingand reportingthe findings

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S TEP 1: D EFINE THE P ROBLEM Define the problemSpecify decision alternatives

State research objectives

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S TEP 1: D EFINE THE RESEARCH PROBLEM I

The very first, and the most important step in research:

A problem well -defined is half solvedNature of the problem determines the type of study toconduct.Symptoms, for example, declining sales, profit, marketshare, or customer loyalty are not problems.

A research problem must be accurately and precisely defined, otherwise the task of designing a good research is difficult. Marketing problems may be difficulty-related or opportunity-related. For both, the prerequisite of defining the problem isto identify and diagnose it.

Conduct situation analysis. It provides the basic motivation and momentumfor further research.

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S TEP 1: D EFINE THE RESEARCH PROBLEM II Get the right answer to the question:

What exactly does the firm want (or need) to know? The basic question to address is:

How to know that there is a problem? Problems may become apparent from:

deviation from the business plan, company records andreports, customer complaints and grievances, conversationswith company employees, and observation of inappropriatebehavior or conditions in the firm;the success of the firms competitors, and published materialsreporting issues such as, changes in market or environmentaltrends, new government regulations, anticipated changes in theeconomy, etc.

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S TEP 1: D EFINE THE RESEARCH PROBLEM III Once the symptoms of a problem are detected..

Conduct some initial fact finding to determine the nature of thetrue problem.Talk to others about the problem and conducting a preliminaryliterature search on the topic.

In the initial stage, a problem may be recognized in a very

broad and general form only. This may restrict the researchprogram from being comprehensively designed.Both the researcher and the marketing manager (or theresearch client ) need to work together to formulate theproblem into a precise and definite statement.

This fact-finding exercise helps the researcher to refine hiseducated guess to a more accurate problem statement.

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M ARKETING RESEARCH P ROCESS S TEP 1. D EFINING THE P ROBLEM & RESEARCH OBJECTIVES

ExploratoryResearch

DescriptiveResearch

CausalResearch

Test hypotheses about cause-and-effect relationships.

Gathers preliminary informationthat will help define the problem

and suggest hypotheses.

Describes things as marketpotential for a product or the

demographics and consumers attitudes.

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S TEP 2: D EVELOP THE RESEARCH P LAN

DataSources

ContactMethods

ResearchInstruments

SamplingPlan

Research Approach

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Information That Already ExistsSomewhere.

+ Obtained More

Quickly, Lower Cost.- Might Not be

Usable Data.

S TEP 2. D EVELOP THE RESEARCH P LAN 1.D ATA SOURCES

Both MustBe:

Relevant

Accurate

Current

Impartial

InformationCollected for theSpecific Purposeat Hand.

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S TEP 2. D EVELOP THE RESEARCH P LAN

2 . Research Approachesprimary data can be collected in 5 ways

Observational research :researchers can gather fresh data by observing the relevantactors and settings, as they shop or consume products.Equip pagersInformal interview sessions

PhotographsEthnographic Research: it's a type of observational researchapproach that uses concepts and tools from anthropology andother social science disciplines to provide deep understandingof how people live and workImmerse the researcher into the consumers lives to uncover unarticulated desires that might not surface in any other form of

researchFocus group researchBehavioral research

Survey researchExperimental research

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ObservationalResearch

Gathering data

by observingpeople,actions andsituations

(Exploratory)

ExperimentalResearch

Using groups of people to

determinecause-and-effectrelationships

(Causal)

S TEP 2. D EVELOP THE RESEARCH P LAN P LANNING P RIMARY D ATA COLLECTION

SurveyResearch

Askingindividuals

about attitudes,preferences or

buyingbehaviors

(Descriptive)

Research Approaches

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FOCUS GROUP IN S ESSION

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RESEARCH APPROACHES

Observation

Focus Group

Survey

Behavioral Data

Experimentation

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3.R ESEARCH INSTRUMENTS

QuestionnairesQualitative MeasuresTechnological Devices

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QUESTIONNAIRE DOS AND DON TS

Ensure questions arefree of biasMake questions simpleMake questionsspecific

Avoid jargon Avoid sophisticated

words Avoid ambiguouswords

Avoid negatives Avoid hypotheticals Avoid words that couldbe misheardUse response bandsUse mutually exclusivecategories

Allow for other infixed responsequestions

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QUESTION TYPES DICHOTOMOUS

In arranging this trip, did you contact American Airlines?

Yes No

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QUESTION TYPES MULTIPLE CHOICE

With whom are you traveling on this trip?

No one

SpouseSpouse and children

Children only

Business associates/friends/relatives

An organized tour group

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QUESTION TYPES LIKERT S CALE

Indicate your level of agreement with thefollowing statement: Small airlines generally givebetter service than large ones.

Strongly disagree

Disagree

Neither agree nor disagreeAgree

Strongly agree

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QUESTION TYPES S EMANTIC DIFFERENTIAL

American Airlines

Large ....Small

Experienced..Inexperienced Modern...Old -fashioned

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QUESTION TYPES IMPORTANCE S CALE

Airline food service is _____ to me.

Extremely important

Very importantSomewhat important

Not very important

Not at all important

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QUESTION TYPES R ATING S CALE

American Airlines food service is _____.

Excellent

Very goodGood

Fair

Poor

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QUESTION TYPES INTENTION TO BUY S CALE

How likely are you to purchase tickets on American Airlines if in-flight Internet accesswere available?

Definitely buyProbably buy

Not sure

Probably not buy

Definitely not buy

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QUESTION TYPES COMPLETELY UNSTRUCTURED

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QUESTION TYPES WORD ASSOCIATION

What is the first word that comes to your mindwhen you hear the following?

Airline ________________________

American _____________________

Travel ________________________

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QUESTION TYPES S ENTENCE COMPLETION

When I choose an airline, the most importantconsideration in my decision is:

_____________________________________

_____________________________________ _____________________________________ _____________________________________ _____________________________________

_____________________________________ __________________.

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QUESTION TYPES S TORY COMPLETION

I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the following

thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________

_______________________________________ _______________________________________ _______________________________________

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QUESTION TYPES P ICTURE (E MPTY B ALLOONS )

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QUESTION TYPES THEMATIC APPERCEPTION TEST

Make up a story that reflects what you think ishappening in this picture.

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QUALITATIVE MEASURES

Word Association

Projective Techniques

Visualization

Brand Personification

Laddering

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TECHNOLOGICAL DEVICES

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS

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NIELSEN OUTDOOR LEVERAGES GPS TO TRACK BILLBOARD REACH

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4. S AMPLING P LAN

Sampling unit: Who is to be surveyed?Sample size: How many people should be surveyed?

Sampling procedure: How should the respondents bechosen?

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T ABLE 4.2 T YPES OF S AMPLES

Probability SamplesSimple randomStratified random

Cluster

Nonprobability SamplesConvenienceJudgment

Quota

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4. C ONTACT METHODS

Mail Questionnaire

TelephoneInterview

PersonalInterview

OnlineInterview

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P ROS AND CONS OF ONLINE RESEARCH

AdvantagesInexpensiveFast

Accuracy of data, evenfor sensitive questionsVersatility

DisadvantagesSmall samplesSkewed samples

Technological problemsInconsistencies

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3. Research InstrumentsQuestionnaires

Close- end QuestionsOpen- end Questions

Mechanical devicesGalvanometersTachistoscopeEye cameras

Audio meter

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S TEP 2. D EVELOP THE RESEARCH P LAN 4. S AMPLING P LAN

Who is to besurveyed?

(What SamplingUnit?)

How many

should besurveyed?(Sample Size)

How should thesample be

chosen?( Sampling Procedure)

Probability orNon-probability

sampling?Sample -

representativesegment of the

population

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5. CONTACT

METHODS

Mail Telephone Personal Online

Flexibility Poor Good Excellent Good

Quantity of

Data Collected

Good Fair Excellent Good

Control of Interviewer

Excellent Fair Poor Fair

Control of Sample

Fair Excellent Fair Poor

Speed of Data

Collection

Poor Excellent Good Excellent

Response Rate Fair Good Good Good

Cost Good Fair Poor Excellent

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S TEP 3. C OLLECT THE INFORMATION

Most expensive and most prone to error 4 major problems arise

Will not be at homeRefuse to cooperate

Biased or dishonestInterviews will be biased and dishonest

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S TEP 4 A NALYSE THE INFORMATION

The raw research data needs to be edited,tabulated and analyzed to find the results and tointerpret them.

the method used may be manual or computer based.

The analysis plan follows from the research objective of the study.

Association and relationships of variables are identified and discussed in the light of the specific marketing problem.

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S TEP 5 P RESENT THE FINDINGS

Researcher Should Present Important Findings thatare Useful in the Major Decisions Faced byManagement.

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management

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CHARACTERISTICS OF GOOD M ARKETING RESEARCH

Scientific methodResearch creativityMultiple methodsInterdependenceValue and cost of information

Healthy skepticismEthical marketing

1. mis,irs, marketing research system

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