Transcript Understanding the Micro and Macro Environment

Slide 1 of 22
The MIS
(Marketing Information
System)
See
Past Exam Papers for Sample
Questions
Learning
Outcome; be able to conduct
marketing analysis, marketing planning
and decision-making.
Chapter 4 of Book: Marketing Research & Information Systems
Learning Outcomes
The Marketing Information
System.
Market
Research
The Internal Reports System
The Marketing Intelligence System
Market Research
Marketers
need information about ALL aspects
of the business environment.
Some
of the most important info you can have
relates to your customers.
Use
this info to segment the market and put in
place proper marketing mixes.
Example of Research in Book pg
98
What is Market Research
Marketing Research is the function which links the
consumer, customer, and public to the marketer through
information used to:

identify and define marketing opportunities and
problems;
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generate, refine, and evaluate marketing
actions;
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monitor marketing performance; and
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improve understanding of marketing process.
Note that very aspect of Marketing, e.g. the Marketing
Mix, requires the collection or analysis of information.
NB. Firms who can adjust their marketing strategies to reflect
changes in markets will gain a competitive advantage. Examples??
Starting Marketing Research
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Problem definition (how & what info
will help?)
What existing data can we use?
What new data do we need?
What data collection method?
What measurement techniques?
What sized sample?
Time-tables & costs
Analysis of data
Reporting and presenting findings.
Customer Research & the Research Process
The market research process:
Problem
definition
More details of
this process on
pg. 102 of book,
Fig 4.1
Research
design
Data
collection
Data analysis
and interpretation
Presentation
of results
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing Research - Formal
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Market Research is undertaken in a formal study and
uses:
Secondary Data; ie – data that already exists
(Search engine use is critical here). This is Quantitative
 Primary Data: ie – information observed or collected
directly from subjects….customers, suppliers,
distributors etc. (Qualitative Research; eg. Talk to the
customer or run focus groups, you can use sampling as
well…see next slides)
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NB: Must know those two definitions in exam!!
AC Nielson – a market research company
Research Design – 3 Types
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Descriptive Research
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Exploratory Research
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Causal Research
Descriptive Research
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Aim is to describe something important: e.g. the
characteristics of a particular customer segment!
It is a Structured Process.
Findings are conclusive, have prior formulations
and hypothesis.
Specify the Who, What, Why, When, Where, How.
Methods Used are:
Surveys
Panels
Observations
Simulations
Exploratory Research
 To uncover insights, to understand.
 Definitions are loose, processes are flexible.
 Samples are small and non-representative.
 Uses qualitative data.
 Your findings are provisional, and usually leave the
door open for additional research.
Methods used are:
 Discussions with experts.
 Pilot surveys.
 Case studies.
 Analysis of secondary data.
 Qualitative research.
Causal Research
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Analysing the Cause and Effect of a problem.
What is causing something and what is the effect? E.g.
Did an increase in price cause a decrease in sales?
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Independent variable = cause
Dependent variable = effect
The effect may be a decrease in sales, but the cause may
be an increase in price, increased in competitors’
advertising, decrease in competitors’ price, promotional
activity in the market, economic factors etc ….
Method used is:
Experimentation – You see if one variable effects another
variable.
Comparative Performance of Data
Collection Methods
Interview
Focus
group
Telephone
Mail
Cost/response
High
Fairly high
Low
Very low
Speed
Fast
Fast
Very fast
Slow
Large
Large
Moderate
Moderate
Sample dispersion
Low
Low
High
High
Response rate
High
Very high
Fairly high
Low
Probing
High
High
Fairly high
None
Quantity of data
Brassington and Pettitt (2006)
Principles of Marketing
Sampling
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Taking a sample of the population you are
interested in.
This can be done in isolation,
Or with qualitative research.
It is of particular importance in mass
consumer markets since time and cost
constraints make it impossible to survey
every single target consumer.
Sampling Methods
Probability Sampling:
1.
2.
3.
Totally Random,
Stratified = into
groups that are
mutually exclusive
and then random
sampling from each
group,
Area / regional
sampling
Non-Probability
Sampling:
Non-random
1.
Judgmental: common
in B-2-B markets,
researchers decide on
samples,
2.
Quota: e.g. 400 nonworking women + 250
full-time, + 200 parttime employed women
Internal Reports System
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You need to organise and record all
the research results
Decision Support Systems are
sometimes used – They are
essentially databases (pg 116 book)
Also consist of data on competitors
Internal Reports System (2)
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Know how to layout a competitor
Analysis Template (Table 4.6
chapter 4)
IRS may also consist of information
about “Channel Research”
Traditional channel – shoe shop?
Emerging Channel – Amazon.com
Analysis and Interpretation for MIS
Quantitative
 Preparation of the
Data
 Counting
 Grouping
 Relating
 Predicting
 Statistical Testing
Qualitative
 Coding (process for categorizing
qualitative research)
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Grouping
Linking
Themes
Model
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Interpretative
Grounded Theory
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Critical Theory etc
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(to
develop theory about the data)
What is an MIS
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It is made up of intelligence gathered
about the market environment….ie. The
PEST forces, from interenal and external
sources
An MIS is different to basic internal
records in that an MIS seeks to priorities
the information that is critical to decision
making.
When do internal records actually become
intelligence?
Other Data for an MIS
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External data from the marketplace should also
be added to an MIS. Data from sales reps,
intermediaries such as wholesalers and retailers,
tradeshows and secondary data sources
(published information) which is available through
government publications offices, libraries and the
Internet
Be aware that raw data in a table is just that –
raw data – and is virtually useless to a marketer.
Turn it into a graph relative to other data and it
becomes intelligence…..the backbone of an MIS
Sources of Marketing Information
Government and State Bodies
 Directories – Kompass Ireland
 Trade Associations & Professional Bodies
 Economic Organisations – ESRI, OECD
 Academic Journals – HBR, Irish Marketing
Review
 Business Periodicals – BusinessPlus, Irish
Marketing Journal
 Quality Press – Irish Times, SBP Financial
Times
(Use their websites)
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Final Sources for Market Research
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Various Publications
Civil Service – www.irlgov.ie,
www.cso.ie
State Organisations www.enterprise-ireland.com,
www.idaireland.com
Trade & Professional Organisations
– www.mii.ie, Irish Management
Institute, IBEC
Summary
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Three main components of a Marketing
Intelligence System
-Market Intelligence
-Internal Records
-Market Research
Marketing Intelligence is data gathered
about the market environment (PEST)