Marketing Information Systems

And

Marketing Research

Dewi Pancawati N.,M.M

The Marketing Information System

Marketing Information System

Developing Information

Information

AnalysisInternal

Databases

Marketing

Research

Marketing

Intelligence

Distributing

Information

Assessing Information

Needs

Marketing Managers

Marketing Environment

Mark

eti

ng

Decis

ion

s a

nd

C

om

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nic

ati

on

sThe Marketing Information System

Customer Information

Comment cards

Registration-membership

Disguised/mystery shoppers

Company records

Exit interviews

Follow up phone calls

The Marketing Research Process

Defining the problem andresearch objectives

Developing theresearch planfor collectinginformation

Implementingthe research plan -- collecting and analyzing the data

Interpreting and reporting the findings

Marketing Research ProcessStep 1. Defining the Problem &

Research Objectives

ExploratoryResearch

DescriptiveResearch

CausalResearch

•Test hypotheses about cause-and-effect relationships.

•Gathers preliminary information that will help define the problem

and suggest hypotheses.

•Describes things as market potential for a product or the demographics and consumers’

attitudes.

Marketing Research ProcessStep 2. Develop the Research Plan

Research plan development follows these

steps:

Determining Specific Information Needs

Gathering Secondary information

Planning Primary Data Collection

Information That

Already Exists

Somewhere.

+ Obtained More

Quickly, Lower Cost.

- Might Not be

Usable Data.

Develop the Research PlanGathering Secondary Information

Both Must Be:

Relevant

Accurate

Current

Impartial

Information

Collected for the

Specific Purpose

at Hand.

Develop the Research PlanPlanning Primary Data Collection

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

Contact Methods (Table 4.3)

Observational Research

Gathering data by observing

people,actions and situations

(Exploratory)

Experimental Research

Using groups of people to determine

cause-and-effectrelationships

(Causal)

Develop the Research Plan

Planning Primary Data Collection

Survey Research

Asking individuals

about attitudes, preferences or

buying behaviors

(Descriptive)

Research Approaches

Develop the Research PlanPlanning Primary Data Collection

Who is to be surveyed?

(What SamplingUnit?)

How many should besurveyed?

How should thesample be chosen?

Probability orNon-probability

sampling?Sample -

representative segment of the

population

Sampling Plans

Research Problem Areas 1. Making assumptions

2. Lack of Qualitative information

3. Failing to look at segments within a sample

4. Improper use of sophisticated statistical analysis

5. Sample is not representative of the population

6. Using biased questions in surveys

Development of questions

1. Every question should focus on a topic

and measure what you want it to

measure.

Wrong: Which restaurant do you like the

best?

Right: Which of these restaurants you be

most likely to choose for a casual dinner?

Wrong: When do you usually go to work?

Right: What time do you ordinarily leave

home for work?

2. Questions should be brief

Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are?

Right: What is the age and gender of your children?

3. Use vocabulary the respondent

will understand

Wrong: Are you an

exurbanite?

Right: What is your

zip code?

4. Question must be applicable to

the respondent

Wrong: How long does it take you to find a

parking place after you arrive at the restaurant?

Right: If you drive to the restaurant, how long

does it take you to find a parking place after you

arrive at the restaurant?

Might use a screening question first - Do you

usually drive to the restaurant. Yes___ No____, If

Yes …….

5. Avoid using examples that can

introduce bias

Wrong: Do you eat pork ribs,

even thought they contain a

lot of fat?

Right: How likely are you to order

pork ribs when you dine out?

Perhaps use this with a 7 point

scale.

6. Make sure the respondent can

answer the question

Wrong: How many times did you dine out last year?

Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?

7. Avoid ambiguous words

Wrong: About what time do you

ordinarily eat dinner?

Right: About what time do you dine in

the evening?

Avoid; sometimes, frequently, usually

8. Avoid double barreled questions

Wrong: Do you dine out regularly

because it is as cheap as eating at

home?

Right: Do you dine out regularly? Why

or why not?

9. Scales- Mutually exclusive –

Collectively exhaustive

0-10___, 10-15___ not mutually

exclusive

5-10____, 11-15___, 15+____, not

collectively exhaustive

Collecting the

Data

Processing the

Data

Analyzing the

Data

Research Plan

Marketing Research ProcessStep 3. Implementing the Research

Plan

Marketing Research Process

Step 4. Interpreting and Reporting

FindingsResearcher Should Present Important Findings that are Useful in the

Major Decisions Faced by Management.

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management

The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make

decision

See You Later