© 2002 pearson education canada inc. 4-1 mgt330f – september 24/03 current events lecture:...

© 2002 Pearson Education Canada Inc.

4-1

MGT330F – September 24/03

• Current Events

• Lecture: Chapter 4 – Marketing Information Systems and Marketing Research

• Class Exercise

• Class Discussion

• Foxy Originals

• Housekeeping


4-2

principles of MARKETING

Chapter 4Chapter 4

Marketing Research and Information Systems


4-3

Lecture Topics

• Understand the importance of information

• Understand the idea of marketing information systems

• What is the marketing research process

• Look at data collection techniques

• Consider special issues in market research


4-4

Marketing Information Systems:System Functions

1. Assess information needs

2. Develops needed information

3. Information analysis

4. Distributes information


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Figure 4-2: The Marketing Information System

InformationAnalysis

InternalDatabases

MarketingResearch

MarketingIntelligence

DistributingInformation

AssessingNeeds

Marketing Managers

Marketing EnvironmentMarketing Environment

Marketing Information System

Developing needed information


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I) Marketing Info Systems: Assessing Information Needs

• Balances:– What would be liked?– What is needed?– What is feasible?

• Irrelevant information• Information limitations• Costs of gathering,

processing, storing, and delivering?


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II) Marketing Info Systems: Developing Information (1)

• Internal Data– Accounting

– Manufacturing

– Sales and marketing

– Customer service

– Research studies

• Quick access, less expensive• Data warehouses and data mining


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• Marketing Intelligence– Company personnel

– Key customers

– Suppliers and resellers

– Government agencies

– Competitive analysis

– Trade associations

– Internet search engines

– Information companies


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• Market Research– Systematic design, collection and analysis– Reporting data and findings– Relevant to a specific marketing situation

• Can be done internally or externally– Depends on the company’s resources (e.g., size,

expertise, resources, etc.)


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• Information Analysis– Information must be analyzed before use in

decision making

• Advanced statistical analysis

• Analytical models


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Marketing Information System: Distributing Information

• Right people at right time

• Regular management decisions

• Special situations• Fast availability


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Market Research Process

Defineproblemandresearchobjectives

Developplantocollectdata

Implement,collectand analyzedata

Interpretandreportfindings

Figure 4.2: The Marketing Research Process


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Market Research Process:1) Defining Problem and Objectives

• Exploratory research– Preliminary information

– Problem definition and hypothesis suggestion

• Descriptive research– Better describe marketing problems, situations, or

markets

• Causal research– Test hypothesis of cause and effect relationships


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Market Research Process:2) Develop the Research Plan (1)

• Determine Specific Information Needs– Target customer characteristics– Patterns of product usage– Demand factors– Response of marketing channels– Customer reactions– Projected sales


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• Gather Secondary Information– Internal database sources– Company, public, and university libraries– Government and business publications– Commercial data services– On-line databases – Internet data sources– International data


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Advantages of Secondary Data

• Less time to obtain• Lower cost than

primary research• Alternate means of

access to information• Benefit from resources

of others

Potential Problems With Secondary Data

• Information may not exist

• May not be:– Relevant

– Accurate

– Current

– Impartial


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Market Research Process:2) Plan Primary Data Collection (1)

• Research Approaches– Observation

– Survey

– Experiment

Table 4-3: Planning Primary Data Collection (p165)

Research Approach

Contact Methods

Sampling Plan

Research Instruments

Observation Mail Sampling Unit

Questionnaire

Survey Telephone Sample Size Mechanical Instruments

Experiment Personal Sampling Procedure


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• Observational Research– Observing relevant people, actions, situations– Mechanical observation, people meters,

checkout scanners– Some things not readily observed– Difficult to monitor long-term or infrequent

behaviour


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• Survey Research– Questions about knowledge, attitudes preferences or

buying behaviour– Most widely used source of primary data due to

flexibility, information type collection, and sometimes quicker than other two methods

– Very difficult to construct properly; Unwilling/ unable respondents; answer questions which they have no knowledge; pleasing answers


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• Experimental Research– Best suited for gathering causal information– Selecting matched groups of subjects– Given different experimental treatments– Variables controlled– Responses measured and recorded


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Contact Methods:Strengths and Weaknesses

Mail Phone Personal

Flexibility Poor Good Excellent

Quantity of data collected Good Fair Excellent

Control interviewer effects Excellent Fair Poor

Control of sample Fair Excellent Fair

Speed of data collection Poor Excellent Good

Response rate Poor Good Good

Cost Good Fair Poor

Source: Adapted with permission of Macmillan Publishing Company from Donald S. Tull andDel I. Hawkins, Marketing Research: Measurement and Method, 6th ed., Macmillan Publishing Company, 1993.


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Personal Interviewing

• Individual– Talking with people in

homes, offices, on the street, or in shopping malls ONE ON ONE

– Computer interviewing or computer-assisted

• Group– Focus group

• Online

• Electronic


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Market Research Process:Research Instruments

• Questionnaire– Question contribution

– Question form• Closed-end

• Open-end

– Wording

– Ordering

• Mechanical– People meters

– Checkout scanners

– Galvanometer

– Eye cameras


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Market Research Process:2) Present the Research Plan

• Written Research Proposal– Management problems addressed by research– Research objectives– Information sought– Sources of secondary information– Methods of obtaining primary data– Benefits and costs


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Market Research Process:3) Implement the Research

• Collect Data– Company research staff– Outside services– Most costly and error prone process

• Analyze Data– Isolate important information and findings– Check accuracy and completeness– Tabulate results


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Market Research Process:4) Interpret and Report Findings

• Focus on useful decision support

• Clear and open• Discuss interpretation• Team approach• Ultimate decision with

management


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Market Research Process:Other Considerations

• Small Business and Non-Profit Organizations– Obtain good information through observation– Informal surveys with convenience samples– Informal focus groups– Conduct simple experiments– Secondary data is widely available


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• International Marketing Research– Growing due to multinationals– Difficulty in developing good samples– Difficulty in reaching respondents– Language translation– Consumer behaviour differences


4-29


• Public Policy and Ethics– Increasing consumer resentment– Industry codes of ethics– Intrusions on consumer privacy– Misuse of research findings

• Objectives or Solutions– Respect for informants and subjects– Make it a positive experience

© 2002 pearson education canada inc. 4-1 mgt330f – september 24/03 current events lecture:...

Documents

needed information slide

importance of information

pearson education canada

marketing info systems

marketing pro

information needs balances

information right people

market research slide