Transcript 06 M`ing Info S ystem

Marketing
Information
Systems and
Marketing
Research
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Key Terms
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Causal research
Descriptive research
Experimental research
Exploratory research
Internal records information
Marketing information system (MIS)
Marketing intelligence
Marketing research
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Key Terms
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Observational research
Primary data
Sample
Secondary data
Survey research
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“Know your enemy and know yourself,
and in a hundred battles you will never
be in peril (risk)”
- Sun - Tzu
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Chapter Objectives
• Explain the concept of the marketing
information system
• Identify the different kinds of
information the company might use
• Outline the marketing research
process
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Marketing Information System
A Marketing Information System (MIS)
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers
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Marketing Information System
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Assessing Information Needs
• There must be a balance between what
information is wanted and what is cost
effective, obtainable and needed
• Too much information can be as harmful
as too little
• Information gathering costs can add up
quickly
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Developing Information
• Information can be obtained from internal
company records, marketing intelligence
and marketing research
• Data warehouses contain all customer
information in a single, accessible source
• Guest history information the most
valuable
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Guest Information Trends
• Booking patterns
• Cancellations
• Conversion
percentages
• Overbooking
patterns
• Historical occupancy
trends
• Yield pattern by
season
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Guest Information Management
• Guest comment cards
• Listening to and speaking with
guests
• Automated systems
• Mystery shoppers
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Guest Information Management
• Company records
• Point-of-sale information
• Corporate customer and marketing
intermediary information
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Marketing Intelligence
Marketing intelligence includes
everyday information about
developments in the marketing
environment that helps managers
prepare and adjust marketing plans
and short-run tactics
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Marketing Intelligence Forms
• Internal marketing intelligence
• External marketing intelligence
• Competitive information
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Internal Marketing Intelligence
• Company executives
• Hotel owners and managers
• Contact personnel
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External Marketing Intelligence
• Macro market information
• Competitive information
• New innovation and trends
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Competitive Information
• Competitors annual reports
• Trade magazines, press releases,
advertisements
• In today’s information age,
companies leave a paper trail
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Marketing Research
Marketing research is a process that
identifies and defines marketing
opportunities and problems, monitors
and evaluates marketing actions and
performance, and communicates the
findings and implications to
management
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Marketing Research Process
1. Define the problem and research
objectives
2. Develop the research plan
3. Implement the research plan
4. Interpret and report the findings
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Defining the Problem and Research Objectives
• Exploratory research – gather
preliminary information to help define
the problem and suggest hypotheses
• Descriptive research – describe the size
and composition of the market
• Causal research – tests hypotheses about
cause and effect relationships
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Developing the Research Plan
• Determining Specific Information Needs –
translate research objectives into specific
information needs
• Gathering Secondary Information –collect
information that is already in existence
• Planning Primary Data Collection –
information being collected for the specific
purpose at hand
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Research Approaches
• Observational research
• Survey research
• Experimental research
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Contact Methods in Research
• Mail
• Telephone
• Personal Interview
– Individual (intercept) interview
– In-depth interview
• Internet surveying
– Electronic mail
– Web page
• Focus groups
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Sampling Plan
• A sample is a segment of the population
selected to represent the population as a
whole
• To design a sample four decisions must be
made:
– Who will be surveyed?
– How many people will be surveyed?
– How will the sample be chosen?
• Probability or non-probability samples
– When will the survey be given?
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Research Instruments
• Primary research instruments
– The interview
• structured questionnaires
• Unstructured questionnaires
– Mechanical devices
• What are some types of closed-ended
and open-ended questions?
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Information Analysis
• Analysis of collected information can
assist in distinguishing relationships
between data
• Help managers answer questions like
“what if” and “which is best”
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Distributing Information
• Information is not helpful unless it is
able to reach the managers clearly and
in a timely manner
• Recent developments in information
handling have led to a revolution in its
distribution
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International Marketing Research
• Many barriers exist that can make
international research more
difficult:
– Lack of secondary information
– Language
– Culture
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Best Practices
• Marriott Research Priorities
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Market segmentation and sizing
Concept development and product testing
Price-sensitivity assessment
Advertising and promotions assessment
Market tracking
Customer satisfaction
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Discussion Questions
• Which type of research would be the most appropriate in
the following situations, and why?
a. A fast food restaurant wants to investigate the effect
that children have on the purchase of its products
b. A business hotel wants to gather some preliminary
information on how business travelers feel about the
menu variety, food, and service in its restaurants.
c. A casual restaurant is considering locating a new outlet
in a fast growing suburb.
d. A fast food restaurant wants to rest the effect of two
new advertising themes for its roast beef sandwich
sales in two cities
e. The director of tourism for your state wants to know
how to use her promotion expenditures effectively
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End of chapter
slides
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