Transcript 1133273874_334253

Introduction
to
Chapter 9: Decision Support Systems
and Marketing Research
Designed & Prepared by Laura Rush
B-books, Ltd.
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All Rights Reserved
1
Learning Outcomes
LO1
Explain the concept and purpose of a
marketing decision support system
LO2
Define marketing research and explain its
importance to marketing decision making
LO3
Describe the steps involved in conducting
a marketing research project
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Learning Outcomes
LO4
Discuss the profound impact of the Internet
on marketing research
LO5
Discuss the growing importance of
scanner-based research
LO6
Explain the concept of competitive
intelligence
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3
DSS System Characteristics
Interactive
Flexible
Discovery-Oriented
Accessible
LO1
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The Role of Marketing Research
LO2
Descriptive
Gathering and presenting
factual statements
Diagnostic
Explaining data
Predictive
“What if?”
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Marketing Research
Marketing
Research
Problem
Determining what information is needed and
how that information can be
obtained efficiently and effectively.
Marketing
Research
Objective
The specific information needed
to solve a marketing research problem;
the objective should provide insightful
decision-making information.
Management
Decision
Problem
A broad-based problem that
requires marketing research in order
for managers to take proper actions.
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Advantages of Secondary Data
• Saves time and money if on target
• Aids in determining direction for
primary data collection
• Pinpoints the kinds of people to
approach
• Serves as a basis of comparison
for other data
LO3
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Disadvantages of Secondary Data
• May not give adequate detailed
information
• May not be on target with the
research problem
• Quality and accuracy of data may
pose a problem
LO3
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Advantages of Primary Data
• Answers a specific research
question
• Data are current
• Source of data is known
• Secrecy can be maintained
LO3
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Disadvantages of Primary Data
Disadvantages are usually offset by the
advantages of primary data.
LO3
•
Expensive
•
“Piggybacking” may confuse
respondents
•
Quality declines if interviews
are lengthy
•
Reluctance to participate in
lengthy interviews
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Questionnaire Design
Open-Ended
Question
An interview question that encourages
an answer phrased in respondent’s
own words.
Closed-Ended
Question
An interview question that asks
the respondent to make a selection
from a limited list of responses.
ScaledResponse
Question
A closed-ended question
designed to measure the intensity
of a respondent’s answer.
LO3
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Ethnographic Research
The study of human behavior
in its natural context;
involves observation of
behavior and physical setting.
LO3
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Types of Samples
LO3
Probability
Samples
Non-Probability
Samples
Simple Random
Sample
Convenience
Sample
Stratified
Sample
Judgment
Sample
Cluster
Sample
Quota
Sample
Systematic
Sample
Snowball
Sample
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Types of Errors
Measurement
Error
Error when there is a difference
between the information desired and the
information provided by research
Sampling
Error
Error when a sample somehow does not
represent the target population.
Frame
Error
Error when a sample drawn from a
population differs from the
target population.
Random
Error
Error because the selected sample is
an imperfect representation of
the overall population.
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Analyzing the Data
Cross-Tabulation - A method of
analyzing data that lets the analyst
look at the responses to one
question in relation to the responses
to one or more other questions.
LO3
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Preparing and Presenting the
Report
LO3
•
Concise statement of the research
objectives
•
Explanation of research design
•
Summary of major findings
•
Conclusion with recommendations
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Following Up
• Were the recommendations followed?
• Was sufficient decision-making
information included in the report?
• What could have been done to make
the report more useful to management?
LO3
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Impact of the Internet
•
Allows better and faster decision making
•
Improves ability to respond quickly to
customer needs and market shifts
•
Makes follow-up studies and tracking
research easier
•
Slashes labor- and time-intensive research
activities and costs
LO4
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Advantages of Internet Surveys
Rapid development,
real-time reporting
Dramatically reduced costs
Personalized questions
and data
Improved respondent
participation
Contact with the
hard-to-reach
LO4
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Advantages of Online Focus
Groups
•
•
•
•
•
Speed
Cost-effectiveness
Broad geographic scope
Accessibility
Honesty
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Role of Consumer Generated Media
in Marketing Research
• CGM is media which consumers
generate themselves and share
among themselves
• Companies can identify the most
influential bloggers and learn exactly
what they are saying (and how they
are saying it).
LO4
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Other Uses of the Internet by
Marketing Researchers
Distribution of requests for
proposals (RFPs) and proposals
Collaboration between client
and research supplier
Data management and
online analysis
Publication and distribution
of reports
LO4
Viewing of presentations of
marketing research surveys
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Behavioral Targeting
• Objective: Match Internet users with ads
for products and services they are most
likely to purchase
• Growth in Social Media
– User–declared information targeting
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Scanner-Based Research
A system for gathering information
from a single group of
respondents by continuously
monitoring the advertising,
promotion, and pricing they are
exposed to and the things they
buy.
•BehaviorScan
•InfoScan
LO5
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Neuromarketing
Studying biological changes in
consumers based on visual stimuli such
as packaging and ads
• Electroencephalograph—measures
electrical activity in the brain
• Galvanic skin response—change in
electric resistance of the skin
• Eye tracking—records eye movements
LO5
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When Should Marketing
Research Be Conducted?
 Where there is a high level of uncertainty
 When value of research information exceeds
the cost of generating the information
LO5
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Competitive Intelligence
An intelligence system that helps
managers assess their
competition and
vendors in order to become
more efficient and
effective competitors.
LO6
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