Transcript Customer Information

Chapter 5
Marketing Information
Systems
And
Marketing Research
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
1
The Marketing Information System
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
2
The Marketing Information System
Marketing Managers
Marketing Information System
Distributing
Information
Assessing Information
Needs
Marketing Decisions and
Communications
Developing Information
Information
Analysis
Internal
Databases
Marketing
Research
Marketing
Intelligence
Marketing Environment
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
3
Customer Information
•
•
•
•
•
•
Comment cards
Registration-membership
Disguised/mystery shoppers
Company records
Exit interviews
Follow up phone calls
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
4
The Marketing Research Process
Defining the
problem and
research
objectives
Developing the
research plan
for collecting
information
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
Implementing
the research
plan -- collecting
and analyzing
the data
Interpreting
and reporting
the findings
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
5
Marketing Research Process
Step 1. Defining the Problem &
Research Objectives
Exploratory
Research
•Gathers preliminary information
that will help define the problem
and suggest hypotheses.
Descriptive
Research
•Describes things as market
potential for a product or the
demographics and consumers’
attitudes.
Causal
Research
•Test hypotheses about causeand-effect relationships.
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
6
Marketing Research Process
Step 2. Develop the Research Plan
• Research plan development follows these
steps:
– Determining Specific Information Needs
– Gathering Secondary information
– Planning Primary Data Collection
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
7
Develop the Research Plan
Gathering Secondary Information
Both Must
Be:
Information That
Already Exists
Somewhere.
+ Obtained More
Quickly, Lower Cost.
- Might Not be
Usable Data.
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
Relevant
Accurate
Current
Information
Collected for the
Specific Purpose
at Hand.
Impartial
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
8
Develop the Research Plan
Planning Primary Data Collection
Contact Methods (Table 4.3)
Mail
Telephone
Personal
Online
Flexibility
Poor
Good
Excellent
Good
Quantity of
Data Collected
Control of
Interviewer
Control of
Sample
Speed of Data
Collection
Response Rate
Good
Fair
Excellent
Good
Excellent Fair
Poor
Fair
Fair
Excellent
Fair
Poor
Poor
Excellent
Good
Excellent
Fair
Good
Good
Good
Cost
Good
Fair
Poor
Excellent
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
9
Develop the Research Plan
Planning Primary Data Collection
Research Approaches
Observational
Research
Gathering data
by observing
people,
actions and
situations
(Exploratory)
Survey
Research
Asking
individuals
about attitudes,
preferences or
buying
behaviors
(Descriptive)
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
Experimental
Research
Using groups of
people to
determine
cause-and-effect
relationships
(Causal)
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
10
Develop the Research Plan
Planning Primary Data Collection
Probability or
Non-probability
sampling?
Sampling
Plans
Sample representative
segment of the
population
How should the
sample be
chosen?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
Who is to be
surveyed?
(What Sampling
Unit?)
How many
should be
surveyed?
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
11
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
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
12
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?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
13
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?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
14
3. Use vocabulary the respondent
will understand
• Wrong: Are you an
exurbanite?
• Right: What is your
zip code?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
15
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 …….
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
16
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.
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
17
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?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
18
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
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
19
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?
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
20
9. Scales- Mutually exclusive –
Collectively exhaustive
• 0-10___, 10-15___ not mutually
exclusive
• 5-10____, 11-15___, 15+____, not
collectively exhaustive
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
21
Marketing Research Process
Step 3. Implementing the Research Plan
Collecting the
Data
Processing the
Data
Research Plan
Analyzing the
Data
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
22
Marketing Research Process
Step 4. Interpreting and Reporting
Findings
Researcher 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
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
23