Transcript marketing decision support system

Chapter 4
Marketing
Information
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
MIS-Marketing Information System
DATA TYPES
Internal
Company Data
Determines what
information MKT
managers need,
then gathers,
sorts, analyzes,
stores, and
distributes the
information to
system users.
Marketing
Intelligence
Marketing
Research
Acquired
Databases
Computer Hardware and
Software
Information for Marketing
Decisions
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Internal Data
Internal company dataa firm’s records of sales,
orders, returns, web page visit
complaints, customer profiles, etc.
Often, an MIS allows salespeople in the field
to access internal records over the Internet.
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Marketing
Intelligence
The collection and analysis of
publicly available information
about consumers, competitors,
and developments in the
environment.
Competitors-reveal information
through their annual reports,
business publications, trade
show exhibits, and Web pages.
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Marketing Research
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The process of collecting,
analyzing, and interpreting data
about customers, competitors,
and the business environment
to improve marketing
effectiveness.
Acquired Data
A large amount of useful information
is available in the form of acquired
external databases. Firms may
acquire these databases from any
number of sources including the US
Census, USA Data.com, the
Salesman’s Guide, etc.
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MDSS
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Many firms add to their MIS with a marketing
decision support system (MDSS). An MDSS
includes analysis and interactive software that
allows marketing managers to access MIS data
and conduct their own analyses.
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An MDSS includes statistical software that
allows managers to examine complex
relationships among factors in the marketplace.
Modeling software allows decision makers to
examine possible ideas about relationships in
the data—to ask “what-if” questions.
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MDSS
MARKETING DECISION SUPPORT SYSTEM
Marketing Manager
Interactive
Software
MIS Data
Statistical/Modeling
Software
Information
Needed for
Decision
Making
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Examples of Questions an MIS and an
MDSS Might Answer (Table 4.1)
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Data Mining
Data mining:
Sophisticated analysis
techniques to take
advantage of the massive
amount of transaction
information now available
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MARKETING RESEARCH PROCESS
Define problem/objectives
Determine research design
Choose data collection method
Design the sample
Collect the data
Analyze data
Prepare report
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1: Define Research
Problem
The first step in the research
process is to understand what
information managers need:
1. Specify the research
objectives: What questions will
the research attempt to answer?
2. Identify the target market
3. What factors in the firm’s
internal and external business
environment might influence the
situation?
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2: Determine
Research Design
The second step of the process is
to decide on a plan. This plan is
the research design, which specifies
what information marketers will
collect and what type of study to do.
Research design categories:
secondary research and
primary research.
Research Designs
SECONDARY
PRIMARY
Internal
Exploratory
External
Descriptive
Causal
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Figure 4.5a
Marketing Research Designs
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Figure 4.5b
Marketing Research Designs
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Data Sources
Collected for a
different
purpose
Already on-hand
Secondary
Data
Easy and cheap
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Risks of being
inaccurate, old,
irrelevant
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Data Sources
Collected for
new research
plan
Costly
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Tailored to new
problem
Primary
Data
Takes time
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Exploratory
Interviews/Focus Groups
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3: Research Method
When the researcher
decides to collect
primary data, the next
step is to determine how
to collect it.
Typical primary datacollection methods are
surveys or observation.
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Survey
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Mail Surveys
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Phone Surveys
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Face to Face
Interviews
Face-to-face interviews
occur in a mall-intercept
study. Researchers recruit
shoppers in malls or
other public areas. This
approach is costly
compared to other
methods.
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Online Research
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Observation
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4: Design Sample
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Probability Sample
Probability samples: members of the
population have a known chance
(probability) of being selected into the
sample.
-Simple random sampling: the
probability of being selected into the
sample is “known” and equal for all
members of the population
-Stratified sampling: population is
separated into different strata and a
sample is taken from each one.
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Non-Probability Sample
Non-probability samples:
the chances (probability) of
selecting members from
the population into the
sample are unknown:
-Convenience samples:
samples drawn at the
convenience of the
interviewer
-Quota samples: use a
specific quota of certain
types of individuals to be
interviewed or surveyed
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5: Collect Data
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6: Analyze
Data
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7: Prepare Report
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Step 7: Prepare the Research Report
• Research reports typically contain the
following sections:
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–
–
–
–
Executive summary
Description of research methods
Discussion of study results
Limitations of study
Conclusions and recommendations
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