Transcript Chapter 9
Chapter 9 – Decision Support Systems and Marketing Research Marketing Decision Support Systems Decision Support Systems An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Marketing Decision Support Systems Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. The key tool for successful one-to-one marketing. The Role of Marketing Research Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. Marketing Research Studies Products Uses Advertising Awareness Prices Familiarity Packages New concepts Names and Logos Traffic patterns Services Wants Buying habits Needs Colors Politics The Role of Marketing Research Descriptive Gathering and presenting factual statements Diagnostic Explaining data Predictive “What if?” Uses of Market Research Why marketing research? Improve quality of decision making Trace problems Focus on keeping existing customers Understand changes in marketplace 1 Define Problem 2 Plan Design/ Primary Data 3 5 6 7 Follow Up Prepare/ Present Report Specify Sampling Procedure 4 Analyze Data The Marketing Research Process Collect Data 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. Types of Data Secondary Data Previously collected and assembled for some purpose other than the one at hand Primary Data Gathered and assembled specifically for the project at hand Sources of Secondary Data Internal Corporate Information Government Agencies Trade and Industry Associations Business Periodicals News Media Secondary Research Data Advantages Less expensive than primary data Obtained quickly Disadvantages May be too old May not be in the right form May not be able to assess accuracy The New Age of Secondary Information: The Internet 1 Analyze your topic 2 Test run a word or phrase in a search engine 3 Learn as you go and vary your approach 4 Don’t bog down in strategy that doesn’t work 5 Go back to earlier steps better informed Planning the Research Design Which research questions must be answered? ? How will the data be analyzed? How and when will data be gathered? Primary Data Primary Data Information collected for the first time. Can be used for solving the particular problem under investigation. Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained Disadvantages of Primary Data Expensive “Piggybacking” may confuse respondents Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews May take a long time to collect data Primary Data Collection Methods Surveys Observation studies Experiments Survey Research Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. Forms of Survey Research In-Home Interviews Mail Surveys Mall Intercept Interviews Executive Interviews Telephone Interviews Focus Groups Forms of Survey Research Mall Intercept Interview Executive Interview Survey research method that involves interviewing people in the common areas of shopping malls. A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. Forms of Survey Research Focus Groups Seven to ten people who participate in a group discussion led by a moderator. 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. Questionnaire Design Clear and concise No ambiguous language Only one question Unbiased Reasonable terminology http://www.createsurvey.com Online Observation Research Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people Observational Situations People watching people People watching phenomena Machines watching people Machines watching phenomena Mystery shoppers in a supermarket Observer at an intersection counting traffic Video cameras recording behavior Trafficcounting machine monitoring traffic flow Situation Example http://www.bmiltd.com Online Ethnographic Research Ethnographic Research The study of human behavior in its natural context; involves observation of behavior and physical setting. Experiments “Laboratory” experiments Test Markets The Sampling Procedure Sample A subset from a large population. Universe The population from which a sample will be drawn. Types of Samples Probability Samples Non-Probability Samples Simple Random Sample Convenience Sample Stratified Sample Judgment Sample Cluster Sample Quota Sample Systematic Sample Snowball Sample Types of Errors Error when there is a difference Measurement between the information desired and the Error 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. Field Service Firms Provide: Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits Analyzing the Data CrossTabulation 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. Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations 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? 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 Uses of the Internet by Marketing Researchers Administer surveys Conduct focus groups Other types of marketing research http://www.greenfieldonline.com Online Internet Samples Unrestricted Internet Sample A survey in which anyone with a computer and modem can fill out the questionnaire. Screened Internet Sample An Internet sample with quotas based on desired sample characteristics. Recruited Internet Sample A sample in which respondents are prerecruited and must qualify to participate. Role of Blogs in Marketing Research Refined technologies allow companies to mine data available in Internet blogs. Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it). Scanner-Based Research A system for gathering Scanner-based Research 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 Competitive Intelligence Competitive Intelligence An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors. Sources of Competitive Intelligence Internet UCC Filings Company Salespeople Suppliers Experts Periodicals CI Consultants Yellow Pages Government Agencies Trade Shows