chapter 9 marketing research and information systems

Chapter 9Marketing Research And

Information Systems

Copyright © Houghton Mifflin Company. All rights reserved. 9 | 3

Objectives

• Describe steps in conducting marketing research• Explore methods of gathering data for marketing

research• Describe nature/role of information systems in

marketing decision making• Understand how tools: databases, decision

support systems, and the Internet facilitate marketing research

• Identify key ethical and international considerations in marketing research


Marketing Research

The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

Marketresearch.com


Benefits Of Market Research

• Facilitates strategic planning

• Assess opportunities/threats

• Ascertain potential for success

• Determine feasibility


The MarketingResearch Process


Identifying NeedFor Research = Problem

• Departure from normal function

• Typical problems requiring research

• Discover reasons for exceeding goals

• Identify/define opportunities or changes


Defining Problem

• Nature/scope of situation

• Clear definition of need

• Determine precisely what research is to determine

• How will research be used?


Designing the Research Project

Research Design – an overall plan for obtaining the information needed to address a research problem or issue.


Hypothesis

An informed guess or assumption about a certain problem or set of circumstances.


Types of Research

• Exploratory Research – research conducted to gather more information about a problem or to make a tentative hypothesis more specific

• Conclusive Research – research designed to verify insights through objective procedures and to help marketers in making decisions


ResearchExploratory vs. Conclusive


Types OfConclusive Research

• Descriptive- clarifies characteristics of certain phenomena to solve a particular problem

• Experimental- allows marketers to make casual inferences about relationships


Descriptive Research

• Demand prior knowledge

• Assume problem/issue is clearly defined

• Some require statistical analysis and predictive tools

• Marketer’s task

– Choose adequate methods

– Measure data


Experimental Research

• Allows marketers to make causal deductions

• Requires

– Independent variable

– Dependent variable

• Provides strong evidence of cause and effect


Reliability and Validity

• Reliability – identical results produced in repeated trials of the same research technique

• Validity – research method measuring what it is supposed to measure


Data

• Primary – observed/recorded or collected directly from respondents

• Secondary – compiled both inside and outside the organization for some purpose other than the current investigation


Sources Of Secondary Data

• Organization’s database

• Accounting records

• Competitive information

• Trade associations

• Periodicals

• Gov’t publications

• Unpublished sources

• Online databases


Methods OfCollecting Primary Data

• Population- all elements, units or individuals of interest to researchers for a specific study

• Sample- limited number of units chosen to represent the characteristics of a total population


Sampling

• Population – elements, units, or individuals of interest to researchers for a specific study

• Sample – a limited number of units chosen to represent the total population

• Sampling – selecting representative units from a total population


Probability Samples

• Probability – every element in the population has a known chance of being selected for study

– Random- all units in a population have an equal chance of appearing in the sample

– Stratified- population is divided into common attributes and random sample chosen within each group


Nonprobability Sampling

• Nonprobability- more subjective than probability because no way to calculate likelihood specific element will be chosen

– Quota- researchers divide population into groups then arbitrarily choose from each group


Survey Methods

• Mail – respondents answer questionnaire through mail

• Telephone – respondents’ answers are recorded by interviewer on the phone

• Online – respondents answer questionnaire via e-mail or website

• Personal Interview Surveys – participants respond to survey questions face to face

Sample Mail Survey

Sample Phone Survey

Sample Online Survey


Comparison of theFour Basic Survey Methods


Benefits OfPersonal Interview

• Rapport• More in-depth

– Probes– Follow-up– Tests

• Longer• Yield more information• Respondents can be carefully selected,

reasons for nonresponse explored


Types OfPersonal Interviews

• In-home (door-to-door)

• Focus group

• Customer advisory boards

• Telephone depth

• Shopping mall intercept

• On-site computer


Observation Methods

• Record individuals’ overt behavior

• Direct contact avoided

• Actions examined

• May be combined with interviews

• Can be biased- devices

• Descriptive

• Sample Observation Method


Interpreting Research Findings

• Allow for continual evaluation

• Conclusion

– Display data in table format

– Cross-tabulate

• Statistical interpretation- analysis of what is typical or what deviates from the average


Reporting Findings

• Clear, objective look

• Point out deficiencies

• Formal, written document

• Determine level of detail

• Summary/recommendations first© Microsoft Power Point Clip Art


Technology And InformationGathering And Analysis

• Increasingly accessible

• Customer relationship management enhanced

• Permits internal research and quick information gathering

• Access array of valuable information sources


Marketing Information Systems

• Marketing Information Systems (MIS) – framework for managing and structuring information gathered

from internal and external sources

• Databases – Single-source data provided by single marketing research firm

• Marketing Decision Support Systems (MDSS) – customized computer software that aids marketing managers in

decision making

• Internet and Online Information Services


Issues In Marketing Research

• Importance of ethical research- professional standards

• International issues- allow for regional differences

– Secondary to gain understanding of region

– Field research


Top Marketing Research Firms

chapter 9 marketing research and information systems

Documents

research problem

needfor research

research projectresearch

measurecopyright houghton

specific marketing problems

reporting of information

certain problem

decision support systems