Transcript Chapter 8 Improving Decisions with Marketing Information

Chapter 8
Improving Decisions with
Marketing Information
Radical Changes are Underway in
Marketing Information
Marketing Information System
(MIS)
+
Intranet
+
DSS
Why we need marketing research ?
Ever changing needs
In dynamic markets
Marketing Research
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To get the facts
Who does the work
Effective research requires cooperation
Five-Step Approach to
Marketing Research
1.
2.
3.
4.
5.
Defining the problem
Analyzing the situation
Getting problem-specific data
Interpreting the data
Solving the problem
5 step
Five-Step Scientific Approach to
Marketing Research Process
Early
identification
of solution
Defining the
problem
Analyzing the
situation
Getting
ProblemSpecific data
Feedback to previous steps
Interpreting
the data
Solving the
problem
Step 1- Defining the Problem
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Finding the right problem level almost solves
the problem
Don’t confuse problems with symptoms
Setting research objectives may require more
understanding
Define
Step 2 – Analyzing the Situation
What information do we already have?
Secondary data & Primary data
Search engines -Yahoo.com
Government data & Private sources
Determine what else is needed – research proposal
Step3
Getting Problem-Specific Data
Gathering primary data
 There are two basic methods for obtaining
information about customers：
Questioning； Observing
 Questioning：
range qualitative to quantitative research
 Observing：
many kinds are possible

Qualitative Research
VS
Quantitative Research
Qualitative Research
Seeks in-depth,open-ended responses,not yes or
no answers.
Qualitative questioning
─open-ended with a hidden purpose
Interview
ex ： mall intercept
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Observing
Focuses on a well-defined problem
Observing is common in advertising research
Checkout scanners see a lot
Experimental method controls conditions
Focus Group
 which involves interviewing 6 to 10 people in
an informal group setting
 The focus group also uses open-ended
questions,but here the interviewer wants to get
group interaction─to stimulate thinking and get
immediate reactions.
Quantitative Research
 Quantitative measures of attitudes too
 Surveys come in many forms：
Mail：strength：common,convenient,
weakness：response rate is low
Telephone ：
strength：fast and effective
weakness：is not a good contact to get confidential
personal information
Personal interview：
strength：can be in-depth
weakness：people won’t give an answer
because culture or they consider embarrassing
E-mail：strength：fast ,convenient ,24hours
weakness：the information is true or not
Represen
t-ative
group of
customer
s
Half of
the
people
see
Ad#1
Half of
the
people
see
Ad#2
Difference in Response
between
Mean for group
who saw
Ad#1=3.2
groups
Mean for group who
saw Ad#2=4.6
1
Groups of people are
similar except for the
ad they see
the two
2
3
4
5
Average product interest rating by group
Step 4 Interpreting the Data
Step 5 Solving the Problem
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Cross-tabulation
Random samples tend to be representative
Validity problems can destroy research
Poor interpretation can destroy research
Marketing manager and researcher should
work together
The last step is solving the problem
International Marketing Research
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Research contributes to international success
Avoid mistakes with local researchers
Some coordination and standardization makes
sense
DSS
Decision Support System--DSS
DSS put managers online
Back
MIS - Marketing Information System


An organized way of continually gathering,
accessing, and analyzing information.
Get more information – faster & easier
Information
sources
Questions
&
Answers
Decision
maker
Results
Back
Have You Moved in the Last Year
Answer：
Do you have
“Caller ID” on
your phone at
home？
No
Yes
Total
Yes
10.2%
23.4%
15.5%
No
89.8%
76.6%
84.5%
Total
100%
100%
100%
Back