Marketing Information Systems
And
Marketing Research
Dewi Pancawati N.,M.M
The Marketing Information System
Marketing Information System
Developing Information
Information
AnalysisInternal
Databases
Marketing
Research
Marketing
Intelligence
Distributing
Information
Assessing Information
Needs
Marketing Managers
Marketing Environment
Mark
eti
ng
Decis
ion
s a
nd
C
om
mu
nic
ati
on
sThe Marketing Information System
Customer Information
Comment cards
Registration-membership
Disguised/mystery shoppers
Company records
Exit interviews
Follow up phone calls
The Marketing Research Process
Defining the problem andresearch objectives
Developing theresearch planfor collectinginformation
Implementingthe research plan -- collecting and analyzing the data
Interpreting and reporting the findings
Marketing Research ProcessStep 1. Defining the Problem &
Research Objectives
ExploratoryResearch
DescriptiveResearch
CausalResearch
•Test hypotheses about cause-and-effect relationships.
•Gathers preliminary information that will help define the problem
and suggest hypotheses.
•Describes things as market potential for a product or the demographics and consumers’
attitudes.
Marketing Research ProcessStep 2. Develop the Research Plan
Research plan development follows these
steps:
Determining Specific Information Needs
Gathering Secondary information
Planning Primary Data Collection
Information That
Already Exists
Somewhere.
+ Obtained More
Quickly, Lower Cost.
- Might Not be
Usable Data.
Develop the Research PlanGathering Secondary Information
Both Must Be:
Relevant
Accurate
Current
Impartial
Information
Collected for the
Specific Purpose
at Hand.
Develop the Research PlanPlanning Primary Data Collection
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of Data Collected
Good Fair Excellent Good
Control of Interviewer
Excellent Fair Poor Fair
Control of Sample
Fair Excellent Fair Poor
Speed of Data Collection
Poor Excellent Good Excellent
Response Rate Fair Good Good Good
Cost Good Fair Poor Excellent
Contact Methods (Table 4.3)
Observational Research
Gathering data by observing
people,actions and situations
(Exploratory)
Experimental Research
Using groups of people to determine
cause-and-effectrelationships
(Causal)
Develop the Research Plan
Planning Primary Data Collection
Survey Research
Asking individuals
about attitudes, preferences or
buying behaviors
(Descriptive)
Research Approaches
Develop the Research PlanPlanning Primary Data Collection
Who is to be surveyed?
(What SamplingUnit?)
How many should besurveyed?
How should thesample be chosen?
Probability orNon-probability
sampling?Sample -
representative segment of the
population
Sampling Plans
Research Problem Areas 1. Making assumptions
2. Lack of Qualitative information
3. Failing to look at segments within a sample
4. Improper use of sophisticated statistical analysis
5. Sample is not representative of the population
6. Using biased questions in surveys
Development of questions
1. Every question should focus on a topic
and measure what you want it to
measure.
Wrong: Which restaurant do you like the
best?
Right: Which of these restaurants you be
most likely to choose for a casual dinner?
Wrong: When do you usually go to work?
Right: What time do you ordinarily leave
home for work?
2. Questions should be brief
Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are?
Right: What is the age and gender of your children?
3. Use vocabulary the respondent
will understand
Wrong: Are you an
exurbanite?
Right: What is your
zip code?
4. Question must be applicable to
the respondent
Wrong: How long does it take you to find a
parking place after you arrive at the restaurant?
Right: If you drive to the restaurant, how long
does it take you to find a parking place after you
arrive at the restaurant?
Might use a screening question first - Do you
usually drive to the restaurant. Yes___ No____, If
Yes …….
5. Avoid using examples that can
introduce bias
Wrong: Do you eat pork ribs,
even thought they contain a
lot of fat?
Right: How likely are you to order
pork ribs when you dine out?
Perhaps use this with a 7 point
scale.
6. Make sure the respondent can
answer the question
Wrong: How many times did you dine out last year?
Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?
7. Avoid ambiguous words
Wrong: About what time do you
ordinarily eat dinner?
Right: About what time do you dine in
the evening?
Avoid; sometimes, frequently, usually
8. Avoid double barreled questions
Wrong: Do you dine out regularly
because it is as cheap as eating at
home?
Right: Do you dine out regularly? Why
or why not?
9. Scales- Mutually exclusive –
Collectively exhaustive
0-10___, 10-15___ not mutually
exclusive
5-10____, 11-15___, 15+____, not
collectively exhaustive
Collecting the
Data
Processing the
Data
Analyzing the
Data
Research Plan
Marketing Research ProcessStep 3. Implementing the Research
Plan
Marketing Research Process
Step 4. Interpreting and Reporting
FindingsResearcher Should Present Important Findings that are Useful in the
Major Decisions Faced by Management.
Step 1. Interpret the Findings
Step 2. Draw Conclusions
Step 3. Report to Management
The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Make
decision
See You Later
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