Transcript Marketing Information System

Marketing Information System
A Marketing Information System is
the structure of people, equipment,
and procedures used to gather,
analyze, and distribute information
needed by an organization.
Crteriia for a Well-Designed
Marketing Information System
• Structured organization with people and
procedures
• Generate a continuous flow of information
• Information should be gathered from inside
and outside the organization
• Information should be compiled and used as
a basis for marketing decisions
Environmental Scanning
Competitive environment
Organizational
environment
Macroenvironment
Economic,
Political,
Social, and
Technological
trends
Monitor actions of direct
and indirect competitors
Internally generated
marketing information
Market research activities
Point-of-sale information
Marketing audits
Sales histories and trends
Marketing information
compiled and summarized
Marketing trends evaluated
Marketing plans formulated
Figure 6.1.
Components of a Marketing Information System
Internal
Guest histories and
sales data
Employees and
management staff
Customer feedback
Secondary
External
Trade associations
Travel bureaus
Trade journals and
other periodicals
University sources
Government sources
Syndicated sources
Guides, indexes,
and directories
Information Sources
Exploratory
Primary
Marketing research
Descriptive
Causal
Figure 6.2.
Information Sources
Requirements for a Successful
Marketing Information System
• It should be objective
• It should be systematic
• It should be useful
Information Sources
• Primary Data
– Advantages
• Specificity
• Practicality
– Disadvantages
• Cost
• Time lag
• Duplication
• Secondary Data
– Advantages
• Cost
• Timeliness
– Disadvantages
• Limited applicability
• May be outdated
• Reliability
Types of secondary data
• INTERNAL DATA
• EXTERNAL DATA
 Guest histories and
sales data
 Employees and
management staff
 Customer feedback
 Trade associations
 Travel bureaus
 Trade journals and
periodicals
 Other Periodicals
 Internet
 University sources
 Government sources
 Syndicated services
 Guides, indexes, and
directories
Guidelines for collecting external
information
•
•
•
•
State known facts
List specific goals and objectives
Collect all relevant data
Summarize the data and analyze the
situation
Table 6.1 Comparison of Primary and Secondary Data Collection Methods
Characteristic
Secondary Data
Primary Data
Cost to collect data Low
High
Timeframe to
collect data
Specificity of data
Short
Long
Low
High
Reliability of data
Unknown
High
Timeliness of data
Can be outdated
Recent
Define the problem
Plan the research
Collect the data
Analyze the data
Prepare the final report
Figure 6.3. The Marketing Research Process
Research Design
• Exploratory research – to gain an
understanding of the nature of the problem
• Descriptive research – answer basic who, what,
where, why, when, and how questions
• Causal research – focuses on cause-and-effect
relationships
Methods for Collecting Data
• Experiments
• Observation
• Surveys
–
–
–
–
Direct mail
Telephone
Personal Interview
Comment Card
Table 6.1
Comparison of Survey Data Collection Methods
Direct Mail
Surveys
Telephone
Surveys
Cost per respondent
Low
Medium
High
Speed of response
Low
High
Medium
Response rate
Low
Medium
High
Interviewer bias
Low
Medium
High
Allows feedback
Low
Medium
High
Ability to handle sensitive topics
High
Medium
Low
Medium
Low
High
Characteristics
Ability to handle complex
questions
Personal
Interviews
Organizing Questionnaires
I.
II.
Easy, screening questions
More detailed questions regarding
product usage and behavior
III. Complicated questions involving ratings
and rankings
IV. Background information (demographics)
Question Design
• Open-ended Questions – no options, categories
or scales
• Closed-ended Questions – provide options to
choose from for a response
– Dichotomous question – two choices (e.g., yes/no)
– Multiple category question – categories (e.g., age,
income)
– Scaled-response question – rating scale (e.g.,
Likert)
Types of Samples
• Probability
– Simple random sample
– Systematic sample
– Stratified sample
• Nonprobablity
– Convenience sample
– Judgment sample
– Quota sample
Determining Sample Size
• Acceptable level of sampling error
• Amount of variability in the population
• Desired level of confidence
Table 6.2
Sampling Error by Sample Size
Sample Size
Allowance for Sampling Error
(95% confidence level)
200
5-8%
400
4-6%
600
3-5%
800
3-4%
1,000
2-4%
1,500
2-3%
Data Analysis
• Descriptive Analysis
– Profile of respondents
or sampling units
– Average or typical
respondent
• Inferential Analysis
– Test hypotheses and
estimate parameters
using sample statistics
– Make inferences from
sample to population
Research Ethics
• Rights and obligations of the respondent
– Be truthful with responses
– Right to privacy; confidentiality
– Right to know true nature of the research
• Rights and obligations of the researcher
– To provide privacy and confidentiality to respondents
and clients
– To remain impartial and objective
– To be honest and accurate with results
• Rights and obligations of the client
– To be honest about nature of the research
– To be honest in dealings with suppliers (proposals)
– To be committed to research
© 2010 John Wiley & Sons, Inc.