Transcript marketing information system

Chapter 8
Marketing Research
and Information
System
Chapter Outline
Nature of Marketing Research
 Marketing Information Sources
 Secondary Research
- Private Sources
- Public Sources
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Primary Research
Sampling
Chapter Outline
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Basic Methods of Data Collection
Observation
Questioning
Measurement
Conceptual Equivalence
Instrument Equivalence
Linguistic Equivalence
Response Style
Measurement Timing
External Validity
Chapter Outline
Marketing Information System
- System Development
- Desirable Characteristics
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- Subsystems
Marketing Research
Marketing research involves the
“systematic gathering, recording, and
analyzing of data about problems relating
to the marketing of goods and services.”
This definition provides a useful
description of the nature of marketing
research, but it fails to include preresearch
analysis, which is an important aspect of
the research process.
5 STEPS for proper Research
Step 1: Identifying the Research Problem
Step 2: Developing a Research Plan
Step 3: Collecting Data
Step 4: Analyzing Research Data
Step 5: Presenting The Findings
Marketing Information Sources
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Primary data
- information collected firsthand to answer specific,
current research questions
- advantages: specific, relevant, and up-to-date
information
- disadvantages: high cost and amount of time
PRIMARY RESEARCH
When secondary data are unavailable,
irrelevant, or obsolete, the marketer must turn
to primary research. One decision that must
be made is whether to compile or buy the
information. In other words, the question to be
decided is whether outside agencies such as
marketing research firms should be used to
collect the information needed or whether the
firm should use its own personnel for this
purpose.
Marketing Information Sources
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Secondary data
- information already been collected for other
purposes
- advantages: lower cost and time
- disadvantages: less meaningful data
Basic Methods of Data Collection
There are two principal methods for the
collection of primary data: (1) observation, and
(2) the administration of survey questions.
In the case of observation, respondents
are visually observed, regardless of whether
they realize it or not. When the survey question
method is used, respondents are asked certain
questions relating to their characteristics or
behavior.
OBSERVATION
The principal advantage of the observation
method is that, on a theoretical basis, it is supposed to
be more objective than the use of survey questions.
When using observation, a researcher does not have to
depend on what respondents say or are willing to say.
Another reason why the observation method tends to
yield more objective information lies in the fact that
there is no influence exerted by an interviewer,
regardless of whether such influence would be real or
imagined by respondents.
QUESTIONING
With questioning, data can be collected quickly and at a
minimum cost because the researcher does not have to
waste time waiting for an event to happen to be observed.
The survey question method is also quite versatile,
because it can be used to explore virtually all types of
marketing problems. Survey questions can be employed to
acquire information on the past, present, and future. They
are even useful to learn about a consumer’s internal
workings – such as motives and attitudes – that are not
immediately observable. There are three basic ways of
administering questions: personal interview, telephone
interview, and mail questionnaire.
Basic Methods of Data Collection
Observation
- advantages: more objective data
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- disadvantages: not as versatile, higher cost, and
more time
 Questioning
- advantages: versatility, speed (time), and cost
- disadvantages: less objective data
Measurement
Reliability
- instrument yielding consistent results
 Internal Validity
- instrument measuring what it is supposed to
measure
 External Validity
- ability to generalize research result to other
populations
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Measurement Issues
Conceptual Equivalence
- a concept being interpreted in the same manner in various
cultures
 Functional Equivalence
- an object performing the same function in various
countries
 Definitional or Classification Equivalence
- an object being defined or classified in the same way in
various countries
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Measurement Issues
Instrument Equivalence
- emic instrument: instrument designed to be used
in only one culture
- etic instrument: instrument designed to be
applied in various cultures
 Linguistic Equivalence
- translation that is equivalent to the original
language
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Measurement Issues
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Response style
acquiescence
extreme responding
use of the middle response category on the rating scales
socially desirable responding
Measurement Timing
simultaneous
sequential
independent
MARKETING INFORMATION SYSTEM
A marketing information system (MIS) is
an integrated network of information designed
to provide marketing managers with relevant
and useful information at the right time and
place for planning, decision making, and
control. As such, the MIS helps management
identify opportunities, become aware of
potential problems, and develop marketing
plans. The MIS is an integral part of the
broader management information system.
For example, Benetton’s stores around the world
are linked by computer. When an item is sold, its
color is noted. The data collected make it possible
for Benetton to determine the shade and amount
of fabric to be dyed each day, enabling the firm to
respond to color trends very quickly. In spite of
computer and other advanced technologies, “dark
age” methods of data collection and maintenance
are still prevalent.
There is often a misconception that an MIS must
be automated or computerized. Although many firms’
systems are computerized, it is possible for a company
to set up and use a manual system that can later be
computerized if desired. With modern technology and the
availability of affordable computers, it seems quite
worthwhile for an international firm to install a computerbased information system. Yet no one should assume
that the computer is a panacea for all system problems,
especially if flaws are designed into the MIS. A poorly
designed system, whether computerized or not, will
never perform satisfactorily.