© 2001 south-western college publishing1 chapter seven decision support systems and marketing...
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CHAPTER SEVEN
DECISION SUPPORT SYSTEMS AND
MARKETING RESEARCH
Prepared by Jack GiffordMiami University (Ohio)
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MARKETING DECISION SUPPORT SYSTEMS
Accurate and timely information is the lifeblood of marketing decision making.
Good information can help maximize an organization’s sales and efficiently use scarce company resources
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DECISION SUPPORT SYSTEM (DSS)
A marketing DSS is an interactive, flexible computerized information systems that enables managers to obtain and manipulate information as they are making decisions Interactive Flexible Discovery-oriented Accessible From data to
information, knowledge and wisdom
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DATA-BASED MARKETING
The fastest-growing use of DSS is for database marketing The creation of large data files related to
specific existing or potential customers These relational data bases can be
combined with other internal or external data sources to allow data mining from data warehouses.
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THE ROLE OF MARKETING RESEARCH
Any discussion of the importance of information to the marketer must include a discussion of marketing research.
Marketing research allows managers to make decisions based on objective, systematically gathered data rather than on intuition.
Marketing research is the process of planning, collecting and analyzing data relevant to a marketing decision
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THE THREE ROLES OF MARKETING RESEARCH
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DIFFERENCES BETWEEN MARKETING RESEARCH AND DECISION SUPPORT SYSTEMS
MARKETING RESEARCH DECISION SUPPORT SYSTEM
Problem-oriented Continuously channels information about environmental changes into the organization
MR is part of a DSS
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MANAGEMENT USES OF MARKETING RESEARCH
Improving the quality of decision-making Tracing problems Keeping existing customers Understanding the ever-changing marketplace
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WHAT IS GOOD MARKETING RESEARCH
What is marketing research? Systematic and objective
process Generation of new information For use in making marketing
decisions
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MARKETING RESEARCH
STAGES IN THE RESEARCH PROCESS
Problem/ Opportunity Identification
Planning Research Design Selecting a Sample
Collecting DataAnalyzing Data
Conclusions and Report Following Up /Feedback
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THE RESEARCH PROCESS: STEP ONEProblem/Opportunity Identification and Formulation
Usually occur due to internal or external changes in a company’s environment
Problems are often carefully disguised opportunities
The marketing research problem is information-oriented
The marketing research objective is to provide insightful decision-making information
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THE RESEARCH PROCESS: STEP ONEProblem/Opportunity Identification and Formulation
A valuable resource throughout the research process, but particularly in the problem/opportunity identification stage is secondary data Secondary data are data previously collected for any purpose
other than the one at hand. Secondary data save time and money Help formulate problem statement
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TRADITIONAL SOURCES OF SECONDARY DATA
Internal company information
Market research firms Trade associations Commercial publications National research
bureaus, professional associations, foundations
Government
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THE NEW AGE OF SECONDARY INFORMATION - THE INTERNET AND
WORLD WIDE WEB Browsers World Wide Web Search engines Newsgroups Bulletin boards Smart agents Databases on CD-ROMs
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THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
Research design Which research questions must be
answered? How and when the data will be gathered? How the data will be analyzed?
Primary data: information collected for the first time Expensive and time consuming
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Primary DataSurvey research
Telephone interviews Central-location phone In-bound telephone surveys
Computer disk by mail survey
Computer assisted... Personal-interviewing Self-interviewing
Mall intercept interview In-home interview
THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
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THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
Primary DataSurvey research
(continued)
Internet surveys
•Advantages•Speed & low cost•Creation of panels for efficiency•Good for asking only a few questions•Reach large numbers of people•Graphic & audio capabilities
•Disadvantages•Non-representativeness•Security issues•Unrestricted sampling
•Screened vs recruited samples
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THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
Primary DataSurvey research
(continued)
Cyber focus groups
•Advantages•Speed
•Cost effectiveness
•Broad geographic scope
•Accessibility
•Screen names (anonymity)
•Disadvantages•Non-representativeness
•Group dynamics may not work
•Unable to observe & hear participants
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THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
Questionnaire design
Open-ended questions
Closed-ended questions
Scaled response questions
Do you eat bagels at least once a week?
Describe what you like about bagels.
On a scale of 1 to 10, how would you rate the bagel you just ate?
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THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data
Observation research Mystery shoppers One-way mirror
observations Traffic counters Passive people meters
Experiments Marketplace / Field Laboratory
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What is a sample? What is a census? Who should be sampled? Size of sample? How is sample selected?
Probability or non probability sampling method?
Measurement error?
THE RESEARCH PROCESS: STEP THREESelecting a Sample
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THE RESEARCH PROCESS: STEPS FOUR AND FIVECollecting and Analyzing Data
Stage Four: Collecting Data Minimize errors The pretest Use of field service firms
Stage Five: Analyzing the Data Editing ---> Coding Statistical and qualitative
analysis Cross-tabulation
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THE RESEARCH PROCESS: STEP SIXPreparing and Presenting the Report
Stage Six: Drawing conclusions and Preparing the Report Written and oral Executive summary Presentation quality Did it…
Meet the objectives established in the proposal?
Was the correct methodology followed?
Are the conclusions and recommendations logical?
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THE RESEARCH PROCESS: STEP SEVENFollowing up and feedback
Were the recommendations followed? Why or why not?
Did the research finding suggest additional areas to explore?
Were there weaknesses in the research that can be avoided next time?
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WHEN SHOULD MARKETING RESEARCH BE CONDUCTED?
Value of research information exceeds the cost of generating the information
When time permits conducting quality research
Where there is a high level of uncertainty