chapter 8 decision support systems and marketing research
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Chapter 8 Decision Support Systems Chapter 8 Decision Support Systems
and Marketing Researchand Marketing Research
DiagnosticDiagnostic
PredictivePredictive
DescriptiveDescriptive
Gathering and presenting factual statements
Explaining data
Attempting to estimate the results of a planned marketing decision
Roles of Marketing ResearchRoles of Marketing Research
The Marketing Research ProcessThe Marketing Research Process
CollectCollectDataData
CollectCollectDataData
SpecifySpecifySamplingSamplingProcedureProcedure
SpecifySpecifySamplingSamplingProcedureProcedure
Plan Design/Plan Design/Primary DataPrimary DataPlan Design/Plan Design/Primary DataPrimary Data
DefineDefineProblemProblemDefineDefine
ProblemProblem
AnalyzeAnalyzeDataData
AnalyzeAnalyzeDataData
Prepare/Prepare/PresentPresentReportReport
Prepare/Prepare/PresentPresentReportReport
Follow UpFollow UpFollow UpFollow Up
Sources of Secondary DataSources of Secondary Data
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
Internal Corporate Information
Advantages of Secondary DataAdvantages of Secondary Data
• Saves time and money if on target
• Aids in determining direction for primary data collection
• Pinpoints the kinds of people to approach
• Serves as a basis of comparison for other data
Disadvantages of Secondary DataDisadvantages of Secondary Data
• May not be on target with the research problem
• Quality and accuracy of data may pose a problem
The New Age of The New Age of Secondary InformationSecondary Information
The InternetThe InternetThe InternetThe Internetwwwwww
• Search Enginesand Directories
• Sites of Interest toMarketing Researchers
• Discussion Groups
• Periodical, Newspaper, and Book Databases
Planning the Research DesignPlanning the Research Design
Which research Which research questions questions
must be answered?must be answered?
Which research Which research questions questions
must be answered?must be answered?
How and whenHow and whenwill data be will data be gathered?gathered?
How and whenHow and whenwill data be will data be gathered?gathered?
How willHow willthe datathe data
be analyzed?be analyzed?
How willHow willthe datathe data
be analyzed?be analyzed?
??
Advantages of Primary DataAdvantages of Primary Data
• Answers a specific research question
• Data are current
• Source of data is known
• Secrecy can be maintained
Disadvantages of Primary DataDisadvantages of Primary Data
• Expensive
• Quality declines if interviews are lengthy
• Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the
advantages of primary data!
Disadvantages are usually offset by the
advantages of primary data!
Forms of Survey ResearchForms of Survey Research
Focus GroupsFocus Groups
Executive InterviewsExecutive Interviews
Mail SurveysMail Surveys
Telephone Interviews(Home and Central Location)
Telephone Interviews(Home and Central Location)
Mall Intercept InterviewsMall Intercept Interviews
In-Home InterviewsIn-Home Interviews
Advantages of Advantages of On-Line Focus GroupsOn-Line Focus Groups
• Speed
• Cost-effectiveness
• Broad geographic scope
• Accessibility
• Honesty
Questionnaire DesignQuestionnaire Design
Qualities Qualities of of
Good Good QuestionnairesQuestionnaires
Qualities Qualities of of
Good Good QuestionnairesQuestionnaires
Clear and ConciseClear and Concise
No Ambiguous LanguageNo Ambiguous Language
UnbiasedUnbiased
Reasonable TerminologyReasonable Terminology
Observation ResearchObservation Research
Mystery Shoppers
One-Way Mirrors
Types ofTypes ofObservationObservation
ResearchResearch
Types ofTypes ofObservationObservation
ResearchResearchAudits
Machines Machines WatchingWatching
PeoplePeople
Machines Machines WatchingWatching
PeoplePeople
People People Watching Watching
PeoplePeople
People People Watching Watching
PeoplePeople
People People Watching Watching an Activityan Activity
People People Watching Watching an Activityan Activity
Traffic Counters
Passive People Meter
Sampling ProcedureSampling Procedure
SampleSample
UniverseUniverse
A subset from a large population.A subset from a large population.
The population from which a sample will be drawn.
The population from which a sample will be drawn.
Types of SamplesTypes of Samples
Probability Probability SamplesSamples
Probability Probability SamplesSamples
Simple Random Sample
Stratified Sample
Cluster Sample
SystematicSample
Non-Probability Non-Probability SamplesSamples
Non-Probability Non-Probability SamplesSamples
Convenience Sample
JudgmentSample
Quota Sample
SnowballSample
http://ebook.stat.ucla.edu/calculators/sampsize.phtml
Data Base MarketingData Base MarketingHave you ever…
•Filled out a coupon?•Warrantee card?
•Entered a sweepstakes?•Joined a ’Saver’s Club?
•Subscribed to a magazine?•Made a ‘public property’ purchase?
Registered at a website?
Congratulations….You are in several databases !!!
…for example...
CustomerCustomer Johnson & JohnsonJohnson & Johnson Eye Care Professional Eye Care Professional
1. Runs ad with1. Runs ad with response vehicleresponse vehicle
2. Sends direct mail kit2. Sends direct mail kit
3. Returns mail-3. Returns mail- 4. Reports customer4. Reports customer in cardin card interest interest
5. Sends mailing5. Sends mailing
6. Makes appointment6. Makes appointment
8. Mails discount8. Mails discount 7. Notifies of 7. Notifies of couponcoupon appointment appointment
9. Places order9. Places order
10. Sends follow-up trial offer10. Sends follow-up trial offer
Data Base Marketing Data Base Marketing (cont.)(cont.)
The Dillman ApproachThe Dillman Approach
Factors that affect response ratesFactors that affect response rates
•Rewards, Costs and Trust
The methodThe method
•Prenotification•Cover letter•Questionnaire•Follow-up
1. Maximize Rewards1. Maximize Rewards
Showing positive regard, giving appreciation, using a consulting approach, supporting respondent values, offering tangible rewards, and making the questionnaire interesting.
2. Minimize Costs2. Minimize Costs
Making the task appear brief, reducing the physical and mental effort, minimizing the chances for embarrassment, eliminating the implication of subordination, reducing any direct monetary expense.
Providing a token of appreciation in advance, identify with an organization that has legitimacy, building on other exchange relationship.
3. Establish Trust3. Establish Trust
Advantages of internet SurveysAdvantages of internet Surveys
Contact with the hard-to-reach
Contact with the hard-to-reach
Improved respondent participation
Improved respondent participation
Personalized questions and data
Personalized questions and data
Reduced costsReduced costs
Rapid development,Real-time reporting
Rapid development,Real-time reporting
Advantages ofAdvantages ofInternet SurveysInternet SurveysAdvantages ofAdvantages of
Internet SurveysInternet Surveys
Internet SamplesInternet Samples
UnrestrictedInternet Sample
UnrestrictedInternet Sample
ScreenedInternet Sample
ScreenedInternet Sample
RecruitedInternet Sample
RecruitedInternet Sample
A survey in which anyone with a computer and modem can fill out
the questionnaire.
A survey in which anyone with a computer and modem can fill out
the questionnaire.
An Internet sample with quotas based on desired sample
characteristics.
An Internet sample with quotas based on desired sample
characteristics.
A sample in which respondents are prerecruited and must
qualify to participate.
A sample in which respondents are prerecruited and must
qualify to participate.
Other Uses of the InternetOther Uses of the Internet
Other Internet Other Internet Uses Uses
by Marketing by Marketing ResearchersResearchers
Other Internet Other Internet Uses Uses
by Marketing by Marketing ResearchersResearchers
Viewing of presentations of marketing research surveysViewing of presentations of marketing research surveys
Publication and distributionof reports
Publication and distributionof reports
Data management and on-line analysis
Data management and on-line analysis
Collaboration in the management of a research project
Collaboration in the management of a research project
Distribution of requests for proposals
Distribution of requests for proposals
Advantages of Advantages of Competitive IntelligenceCompetitive Intelligence
• Predict changes in business relationships
• Guard against threats
• Forecast a competitor’s strategy
• Develop a successful marketing plan
Sources of Sources of Competitive IntelligenceCompetitive Intelligence
InternetInternet
Company PersonnelCompany Personnel
ExpertsExperts
CI ConsultantsCI Consultants
Government AgenciesGovernment Agencies
UCC FilingsUCC Filings
SuppliersSuppliers
Newspapers/PeriodicalsNewspapers/Periodicals
Yellow PagesYellow Pages
Trade ShowsTrade Shows
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