mis&marketing research

8/14/2019 MIS&Marketing Research

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ObjectivesObjectives

Understand MIS and its main functions

Define Marketing Research and outline

its process Explain Sampling Plan and identify

types of Sampling Methods

Discuss Measurement Issues Design Data Collection Forms


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Marketing Information Systems

(MISs)

The Definition (P68)

The main functions

Assessing the information needs

Developing information

Distributing information


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Marketing Information Systems

(MISs)

Three major sources to obtain needed

information

Internal DataInternal databases

Marketing IntelligencePublicly available

information Marketing Research


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Marketing Research

The Definition (P68)

The Importance of Marketing Research

(P71)


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Marketing Research Process

(P71-83)

Determine the Problem or Opportunity

Assess the Data NeedsAssess the Data Needs

Select the Research DesignSelect the Research Design

Determine the Sampling PlanDetermine the Sampling Plan

Determine Measurement IssuesDetermine Measurement Issues

Design the Data Collection FormsDesign the Data Collection Forms

Prepare the DataPrepare the Data

Analyse the DataAnalyse the Data

Present the FindingsPresent the Findings


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Determine the Problem and

Research Objectives

Careful problem definition would have avoided

the cost and delay of doing advertising research

Three types of objectives: Exploratory Research Descriptive Research

Causal Research


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Assess the Data Needs

Translating the research objectives into specific

information needs

For example, Starbucks decided to conduct

research on how consumers would react to the

introduction of its VIA Ready Brew.


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The research might need the following information:

The demographic, economic, and lifestyle

characteristics of current Starbucks consumers; Consumer-usage patterns for Starbucks

products: where they drink and when;

Forecasts of sales of both new and current

packages.

Assess the Data Needs


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Select the Research Design

Two types of data

Primary DataOriginated by the

researcher for the specific purpose ofaddressing the research problem

Secondary DataCollected for some

purpose other than the problem at hand


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Select the Research Design

Qualitative Research ( )An

unstructured, exploratory research based on small

samples that provides insights and understanding

of the problem setting

Quantitative research ( )A research

seeking to quantify the data and typically, appliessome form of statistical analysis


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Recommend a finalcourse of actionDevelop an initialunderstandin

Outcome

StatisticalNon-statisticalDataanalysis

StructuredUnstructuredData

collection

Large number of

representative cases

Small number of non-

representative cases

Sample

To quantify the data

and generalize theresults from the

sample to the

population of interest

To gain a qualitative

understanding of theunderlying reasons and

motivations

Objective

Quantitative

Research

Qualitative Research


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Qualitative Research Approaches

Direct Approaches

Focus groups

Depth interviews

Indirect Approaches

Projective techniques


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Quantitative Research Approaches

QuestionnaireMechanical

instruments

Sampling unitSample size

Sampling

procedure

MailTelephone

Personal

Online

Fieldwork

ObservationSurvey

Experiment

ResearchResearch

InstrumentsInstrumentsSamplingSampling

PlanPlanContactContact

MethodsMethodsResearchResearch

ApproachesApproaches


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Group discussion

Diary panels - sources of continuous data

In-home scanning - hand-held light pen to

scan barcodes

In-store testing

Other Research Approaches


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Determine the Sampling Plan

Three factors determining the sampling

plan:

Sampling Unit Sample Size

Sampling Procedure


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Determine the Measurement

Issues

Design and use of questions and scales

to gather the needed data associated

with issues of research interest

Research Approaches


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Design the Data Collection Forms

Questionnaires Design (P79-80)

Using simple, direct, unbiased wording

Arranging questions in a logic order

Avoiding leading questions and double-

barrelled questions


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For example,

Do you think it is right to deprive your child ofthe opportunity to grow into a mature person

through the experience of summer camping?

Have you suffered from headaches or sickness

lately?



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Types of questions: Open-ended question

Closed-ended question

Scaled-response question

Likert scalestrongly agree

agreeneither agree nor disagree

disagree

strongly disagree


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