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Chapter 5:
Marketing InformationSystems & MarketingResearch
There are two kinds of knowledge:
knowledge in your mind &knowledge of where you can find
the information you need.
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The marketing information system (MIS)
Assessing information needs
Developing information
Marketing research processing
Information analysis Distributing information
Outline
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Chapter ObjectivesExplain the concept of the marketing
information system
Identify the different kinds of information the
company might use
Outline the marketing research process,including defining the problem and research
objectives, developing the research plan,implementing the research plan, andinterpreting and reporting the findings.
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Marketing Information SystemConsists of people, equipment, and procedures to gather,
sort, analyze, evaluate, and distribute needed, timely,and accurate information to marketing decisionmakers.
1. Assessing information needs: a good MIS system
balances information that we would like to haveagainst that which is really needed and feasible toobtain.
2. Developing information: four main sources/types.
1. Internal Records Information2. Marketing Intelligence
3. Marketing Research
4. Information Analysis
3. Distributing information to decision makers.
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The Marketing InformationSystem
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Assessing Information Needs Pizza Hut wants to launch a new pizza but needs
feedback from the customers.
Treasure Island wants to evaluate its market position.
Burger King develops two TV commercials andwonder which one would be more effective.
You are going to start your own business in aparticular city and you have to make concept andlocation decisions.
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Developing InformationMain Sources and Types
1. Internal records information
2. Marketing intelligence
3. Marketing research
Information analysis
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Internal Records Guest information trends (booking patterns,
cancellations, occupancy patterns)
Guest information management(e.g., guestcomment cards, listening to and speaking with
guests, mystery shoppers, P.O.S. information
Example: Las Vegas Hilton) Corporate customer and marketing intermediary
information(e.g., customer and prospective customer
databases)
Developing Information
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Marketing IntelligenceEveryday information from internal and external sources about
developments in the marketing environment that helps managers to
prepare and adjust marketing plans and short-run tactics.
Internal sources of marketing intelligence
- Gathered by company executives, and other employees
External sources of marketing intelligence-Macromarket information, competitive, new innovation and trends
Sources of competitive information- Annual reports, trade magazines, press releases, andadvertisements
Commercial sources of marketing information- On-line databases of information services, electronic yellow pages
Developing Information
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Marketing ResearchA process used to identify and define marketing opportunities
and problems, to monitor and evaluate marketing actionsand performance, and to communicate research findings tomanagement.
Example: When McDonalds decided to add salads to its menu, its planners
needed to research customers preferences for types of vegetables
and dressings.
Most common activities: market share analysis, market potentials
sales analysis, business trends, short-range forecasting, competitive
Product studies, long-range forecasting, testing of existing products.
1. Own researchers
2. Outside researchers
Developing Information
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Interpretingand reporting
the findings
Implementingthe researchplan -- collectingand analyzingthe data
Developing theresearch planfor collecting
information
Defining theproblem andresearch
objectives
Marketing Research Process
Steps in the Marketing Research Process:
Objectives:Exploratory
Descriptive
Causal
Secondary data vs.primary data
Sample vs.population
Research
Approaches
Put the plan intoaction collect andanalyze the data
Interpret thefindings-drawconclusionsand report tomanagement
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Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why. our product? Who buys our our products in a new package?
competitors product?
Would people be interested Which of two advertising
in our new product idea? What features do buyers prefer campaigns is more effective?in our product?
Defining the Problem and Research Objectives
Marketing Research Process
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Develop Research Plan Secondary vs Primary Data
Research Approaches
Observation Method Survey Method
Experimental Method
Contact Methods
(Mail, telephone, personal, internet) Sampling Plan
Research Instruments
Presenting the Research Plan
Marketing Research Process
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Information That
Already ExistsSomewhere.
+ Obtained More
Quickly, Lower Cost.- Might Not be
Usable Data.
Develop the Research PlanSecondary vs. Primary Data
Both MustBe:
Relevant
Accurate
Current
Impartial
InformationCollected for theSpecific Purposeat Hand.
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Marketing Research Process
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ObservationalResearch
Gathering data
by observingpeople,
actions andsituations
(Exploratory)
ExperimentalResearch
Using groups ofpeople to
determinecause-and-effect
relationships(Causal)
Develop the Research PlanResearch Approaches
SurveyResearch
Askingindividuals
about attitudes,preferences or
buyingbehaviors
(Descriptive)
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Develop the Research PlanSampling Plan
Who is to besurveyed?
(What SamplingUnit?)
How manyshould besurveyed?
How should thesample bechosen?
Probability orNon-probability
sampling?
Sample -representativesegment of the
population
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Research InstrumentsStructured or Unstructured
Interview (structured or unstructured)
Mechanical Devices (Tape record, video) Structured (Questionnaire)
Presenting the Research Plan
Summarize the plan in a written proposal
Marketing Research Process
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Implement the Research PlanPutting plan into action
Collecting the data
Process the data Analyzing the Data
Interpret and Report the Findings
Turn data into information Interpret the findings
Draw conclusions
Report findings and conclusions
Marketing Research Process
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Information AnalysisThis involves further and more detailed analysis of
marketing intelligence and marketing research
data (sometimes this is called secondary
analysis of primary data) through:
1. Advanced statistical analysis
2. Mathematical models
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Distributing Information Information has no value until managers use it to
make better decisions.
It must reach the appropriate managers at the right
time.
Often information arrives too late to be useful.
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Next
Chapter Six
Consumer Markets and
Consumer BuyingBehavior