chapter 5 information technology and marketing research
TRANSCRIPT
Chapter 5Chapter 5
Information Technology and Marketing Research
ObjectivesObjectives
Explain relationship between information & decision making
Understand importance of worldwide information systems
Describe decision support systemsLink marketing research and decision makingUnderstand marketing research processDiscuss exploratory researchDefine secondary dataDiscuss surveys, observation, and experiments Introduce sales forecasting
Information: Basis ofInformation: Basis ofEffective MarketingEffective Marketing
Key InformationNeeds
Customers EnvironmentsMarketingActivities
Information SystemsInformation Systems
Data vs. Information
Information Systems: Information Systems: DataData
Key requirementspertinenttimelyaccurate
TypesPrimary: gathered and
assembled for project at hand.
Secondary: previously collected and assembled
Information Systems: Information Systems: Decision Support SystemsDecision Support Systems
Proces
s
Information Systems: Information Systems: DatabasesDatabases
a collection of data arranged in a logical manner and organized in a form that can be stored and processed by a computere.g.: customer names, addresses, zip codes,
previous purchases, etc.
Information Systems: Information Systems: DatabasesDatabases
ExternalCommercial
organizationsGovernmentsTrade associations
InternalAccounting dataTransaction dataFunction specific
data
Information Systems: Data Information Systems: Data Warehousing & Data Warehousing & Data
MiningMining
The use of powerful computers and relational database software to dig through exceedingly large volumes of data to discover patterns of behavior.
Information Systems: Information Systems: Marketing ResearchMarketing Research
Systematic & objectiveGenerates new informationUse to make marketing decisions
Information Systems: Information Systems: Marketing ResearchMarketing Research
KeyRequirements
KeyRequirements
UnbiasedUnbiased ValidValid
ReliableReliable RelevantRelevant
Information Systems: Information Systems: Marketing Research - Marketing Research -
StagesStages1. Defining the problem1. Defining the problem
2. Plan research design2. Plan research design
3. Sample selection3. Sample selection
5. Data analysis5. Data analysis
4. Data collection 4. Data collection
6. Conclusions & reporting6. Conclusions & reporting
7. Following up7. Following up
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process -
Stage OneStage One
May be opportunitiesSymptoms vs. problemsSituation Analysis
Exploratory research?
State research objectivesWell-constructed, testable hypothesis
DefineProblem
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process -
Stage TwoStage Two
Master planData collection & analysisSecondary and/or primary
data?
DefineProblem
ResearchDesign
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process - Stage Two: Secondary Data Stage Two: Secondary Data
Internal RecordsCustomer recordsFinancial statementsInventory recordsResearch reportsCredit dataPOS register
information
External Sources Government sourcesTrade Association
statisticsCommercial sourcesInternet sources
www.loc.gov
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process - Stage Two: Research Design Stage Two: Research Design
SurveysTelephoneMailPersonal interviews
Door-to-doorShopping malls
FAX Internet
(ResearchWeb)
ObservationTraffic countsMystery shoppersPeople meterIn store movementFocus groups
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process - Stage Two: Experimentation Stage Two: Experimentation
Low Degree of Control High
Marketplace or
FieldLaboratory
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process -
Stage ThreeStage Three
Sample vs. censusWho should be
sampled?Sample size?Sample selection
Probability or non probability sampling method
DefineProblem
ResearchDesign
SelectingA
Sample
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process -
Stage Four and FiveStage Four and Five
DefineProblem
ResearchDesign
SelectingA
SampleCollecting
Data
DataAnalysis
Information Systems: Information Systems: Marketing Research Process - Marketing Research Process -
Stage Six and SevenStage Six and Seven
DefineProblem
ResearchDesign
SelectingA
SampleCollecting
Data
DataAnalysis
Conclusions&
ReportFollow up
Information Systems: Sales Information Systems: Sales ForecastingForecasting
US GDP
Industry
Firm
Total Sales
Territory
Indiv.
Break Down Build-Up
Executive opinionSales force compositeSurvey of customersProjection of trendsAnalysis of market factors
Information Systems: Sales Information Systems: Sales Forecasting MethodsForecasting Methods
Information Systems: Sales Information Systems: Sales Forecasting MethodsForecasting Methods
Executive OpinionExecutive Opinion
Sales ForceSales ForceCompositeComposite Trend ProjectionTrend Projection
Customer SurveyCustomer SurveyAnalysis ofAnalysis of
market factorsmarket factors
ReviewReview
Explain relationship between information & decision making
Understand importance of worldwide information systems
Describe decision support systemsLink marketing research and decision makingUnderstand marketing research processDiscuss exploratory researchDefine secondary dataDiscuss surveys, observation, and experiments Introduce sales forecasting