Transcript module05

Marketing for MOST
Module 05 – Marketing Information Systems
技術経営コンソーシアム
開発担当者 ：Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
1.
Marketing Information Systems
2.
Marketing Research Process
3.
Research Objectives
4.
Data Sources
5.
Research Approaches for Primary Data Collection
6.
Research Instruments and Contact Methods
7.
Pitfalls of Marketing Research
8.
Discussion
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
M.I.S
=
Internal Records +
Marketing Intelligence +
Marketing Research
(Philip Kotler)
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
M.I.S
People Equipment, and procedures to gather,
sort, analyze, evaluate, and distribute needed,
timely, and accurate information to
marketing decision makers.
(Philip Kotler)
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
Internal
Records
Examples are: sales, costs, cash flows,
production schedules, shipments, inventories,
competitor activities, customer demographics,
psychographics, buying behavior,
customer satisfaction, service problems.
(Philip Kotler)
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
Marketing
Intelligence
Everyday information about developments
in the marketing environment that help
managers prepare and adjust marketing plans.
(Philip Kotler)
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
Marketing
Research
The Systematic design, collection and analysis
and reporting of data relevant to specific
marketing situation facing and organization.
(Philip Kotler)
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Information Systems
Practice:
The terms Marketing Research and Market
Research are used inter-changeably in general.
But,
Some Markets, however, differentiate these terms.
WHAT WOULD BE THE DIFFERENCE?
Marketing for MOST: Module 5 – Marketing Information Systems
Marketing Research Process
Define the problem
&
research objectives
Develop the
Research
Plan
Collect
the
Information
Analyze the
Information
Present the
Finding
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives:
•
Exploratory Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives:
•
Exploratory Research
•
Descriptive Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives
•
Exploratory Research
•
Descriptive Research
•
Causal Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives:
•
Exploratory Research
“Marketing Research to gather
preliminary information that will help
define problems and suggest
hypotheses.”
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives:
•
Descriptive Research
“Marketing Research to better
describe marketing problems,
situations or markets, such as the
market potential for a product or
the demographics and attitudes of
consumers.”
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Three Types of Objectives:
•
Causal Research
“Marketing Research to test
hypotheses about cause-andeffect relationships.”
Marketing for MOST: Module 5 – Marketing Information Systems
Research Objectives
Practice:
Show an example for each of the
three types of marketing research.
Marketing for MOST: Module 5 – Marketing Information Systems
Data Sources
•
Primary Data
Information collected for the specific
purposes at hand.
Marketing for MOST: Module 5 – Marketing Information Systems
Data Sources
•
Secondary Data
Information that already exists
somewhere, having been collected
for another purpose.
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Observational Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Observational Research
•
Survey Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Observational Research
•
Survey Research
•
Experimental Research
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Observational Research
“The gathering of primary data by
observing relevant people, actions,
and situations”.
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Survey Research
“The gathering of primary data by
asking people questions about their
knowledge, attitudes, preferences,
and buying behavior”.
Marketing for MOST: Module 5 – Marketing Information Systems
Research Approaches for Primary Data
Collection
Three Types of Approaches:
•
Experimental Research
“The gathering of primary data by
selecting matched groups of
subjects, giving them different
treatments, controlling related
factors, and checking for differences
in group responses”.
Marketing for MOST: Module 5 – Marketing Information Systems
Research Methods and Contact
Methods
The Questionnaire:
•
Open-end(ed) Questions
•
Closed-end(ed) Questions
Practice:
•
Discuss the pro’s and cons of open-ended
questions and closed-ended questions.
•
What is a “questionable” questionnaire?
Marketing for MOST: Module 5 – Marketing Information Systems
Research Methods and Contact
Methods
Aided Recall
versus
Unaided Recall
Marketing for MOST: Module 5 – Marketing Information Systems
Research Methods and Contact
Methods
Sampling Plan:
–
Sampling Unit
–
Sample Size
Sampling Procedures:
–
–
Probability Sampling
•
Simple random sample
•
Stratified random sample
Non-probability sampling
•
Convenience sample
•
Judgement sample
Marketing for MOST: Module 5 – Marketing Information Systems
Research Methods and Contact
Methods
Contact Methods:
•
Mail Questionnaires
•
Telephone Interviewing
•
Personal Interviewing
•
Group Interviewing
– (focus group interviewing)
•
Internet
Marketing for MOST: Module 5 – Marketing Information Systems
Pitfalls of Marketing Research
Where are they hidden and how do you fall
into them?
•
Mini Case 1:
The birth and demise of New
Coke and the revival of Coke. (Ref-1)
•
Are Hong-Kong people not honest?(Ref-2)
•
Househusbands have the brightest children. (Ref-3)
Marketing for MOST: Module 5 – Marketing Information Systems
Discussion
a) Review the comments/questions
raised by students as shown in the
attachment, and discuss
them.(REF)
b) What are your comments or
questions on the subject of this
module?