Transcript Chapter 05
Marketing for Hospitality and Tourism Kotler, Bowen and Makens Marketing Information Systems and Marketing Research Chapter 5 Learning Objectives 1. Explain the importance of information in gaining insights about the marketplace and customers. 2. Explain the concept of the marketing information system. 3. Outline the marketing research process, including defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings. 4. Explain how companies analyze and use marketing information. Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Information System Assessing Information Needs Gathering Marketing Intelligence Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Developing Marketing Information © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Sources of Marketing Information Internal Data Guest History Information Guest Information Trends Guest Comment Cards Listening to and Speaking with Guests Automated Systems Mystery Shoppers Company Records Point-of-Sale (POS) Information Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Intelligence Internal Sources Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Marketing Intelligence External Sources © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Research Identifies and Defines Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Monitors and Evaluates Communicates © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Research Process Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Research Objectives Exploratory Causal Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Descriptive © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Developing the Research Plan Determining Specific Information Needs Designing the Sample Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Gathering Secondary Information Presenting the Research Plan © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Research Approaches Observational Research Experimental Research Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Survey Research © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Contact Methods Mail Questionnaire Telephone Interviewing Personal Interviewing Online Interview Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Sampling Plan Who will be surveyed? How should the sample be chosen? Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens How many people should be surveyed? When will the survey be given? © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Research Instruments Questionnaires Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Research Instruments Mechanical Devices © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Research Problem Areas Lack of Qualitative Information Failing to Look at Segments within a Sample Improper Use of Sophisticated Statistical Analysis Failure to Have the Sample Representative of the Population Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Key Terms Causal research Marketing Experimental research The research to test hypotheses about cause-and-effect relationships. gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. Data warehouses collect data from a variety of sources and store it in a one accessible location. Exploratory research Marketing 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. Ethnographic research Trained observers interact with and/or observe consumers in their natural habitat Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens research to gather preliminary information that will help to better define problems and suggest hypotheses. Internal data Internal data consist of electronic databases and non-electronic information and records of consumer and market information obtained from within the company. © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Key Terms (cont.) Marketing dashboards are like MIS (cont.) Information analysts the instrument panel in a car or plane, visually displaying real-time indicators to ensure proper functioning. process information to make it more useful. Finally, the MIS distributes information to managers in the right form and at the right time to help in marketing planning, implementation, and control. Marketing information system (MIS) A structure of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The MIS begins and ends with marketing managers, but managers throughout the organization should be involved in the MIS. First, the MIS interacts with managers to assess their information needs. Next, it develops needed information from internal company records, marketing intelligence activities, and the marketing research process. Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Marketing intelligence Everyday information about developments in the marketing environment that help managers to prepare and adjust marketing plans. Marketing research The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Key Terms (cont.) Mystery shoppers Hospitality Secondary data Information that companies often hire disguised or mystery shoppers to pose as customers and report back on their experience. already exists somewhere, having been collected for another purpose. Observational research The gathering of primary data by observing relevant people, actions, and situations. Survey research The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. Primary data Information collected for the specific purpose at hand. Sample (1) A segment of a population selected for marketing research to represent the population as a whole; (2) Offer of a trial amount of a product to consumers. Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved