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Information System & Marketing Research
Marketing Management Text and Cases
Excel Books6-1
Information System
& MarketingResearch
6Chapter
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Marketing Information Systems (MIS)
The term Marketing Information Systems refers to a programme for managing
and organising information gathered by an organisation from various internal
and external sources.
Information sources for MIS include a companys internal records, marketing
databases, marketingintelligence systems, marketing research, and
information supplied by independent information suppliers.
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Internal
Sources
Elements of MIS
External
Sources
Marketing
Database
Data Retrieval
System
Information
for
MarketingDecisions
Evaluation of Information Needs
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Databases
A databaserefers to thecollection ofcomprehensive information about
customers and prospects such as demographic and psychographic profiles,
products and services they buy, and purchase volumes, etc., arranged in a
manner that is available foreasy access and retrieval.
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Internal Records
Internal database is the most basic starting point in developing a strong MIS.
Internal record systems help in tracking what is selling, how fast, in which
locations, to whichcustomers, etc.
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External SourcesCensus Bureau is onekey source of information regarding various demographic
variables. Besides Census Bureau of India, other sources include Newspapers,
Trade Publications, Technical Journals, Magazines, Directories, Balance Sheets
ofcompanies, Syndicated and published researchreports.
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Computer Networks and Internet
Present day computernetworks enable marketers to access data sources and
customers with immediate information about products and performance.
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Data Mining and Data WarehousingThe term data mining refers to automated data analysis of large amount of
data stored in a data warehouse. Data mining creates customer database,
which is extremely important for all narrowly defined target-marketing efforts.
Data mining also leads to build database on resellers, distribution channels,
media, etc. Data warehousing refers to storing subject-based, integrated, non-
volatile, time variant data in support of managerial decisions.
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Marketing Intelligence Systems
Marketing intelligence system refers to systematic and ethical approach,
procedures, and sources that marketing managers use to gather and analyse
everyday information about various developments withregard to competitors
and other business trends in the marketing environment.
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Marketing Research Process
It helps in identifying consumerneeds and market segments, furnishes
information necessary for developing new products and formulating marketing
strategies, enables managers to measure theeffectiveness of marketing
programmes and promotional activities, develops economic forecasting, helpsin financial planning, and quality control.
Forconducting marketing research, companies develop systematic
procedures forcollecting, recording, and analysing data from secondary and
primary sources to help managers in making decisions.
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Defining Marketing Research
Marketing Research is the function which links the consumer, customer, and
public to the marketer through information information used to identify and
define marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance, and improveunderstanding of marketing as a process.
(Definition byAmerican MarketingAssociation, according to Tull and Hawkins,
6th Ed.)
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Steps in Marketing Research Process
Define Problem
& Set Objectives
Define Problem
& Set Objectives
Define Problem
& Set Objectives
Define Problem
& Set Objectives
Define Problem
& Set Objectives
Define Problem
& Set Objectives
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Define the Marketing Problem and
Set Objectives
Problem Definition
Research Objectives:The
re
sea
rchobj
ectiv
ed
efin
es w
hat info
rmation is
needed to solve the problem
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Design Research ProjectMarketing research design refers to the specification of methods for gathering
and analysing the data necessary to facilitate identifying orreacting to a
problem or opportunity.
To achieve accuracy and gain useful information through marketing research,
theresearch design should be developed carefully and strict standards should
be applied forcollecting and tabulating the data.
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Many researchers have found it useful to consider threecategories ofresearch
based on the type of information required. These are briefly discussed below:
Exploratory Research: This category ofresearch aims at discovering the
general nature of the problem and to correctly understand the involved variables.
Descriptive Studies: In such studies, information is collected from a
representative ofrespondents and the information collected is analysed by using
statistical methods.
Causal Research (Experimental Research):Suchresearch studies are
conducted to establishcause and effect relationship between different variables.
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Data Collection ApproachThere are four basic methods forcollecting data in marketing research. These
includesecondary data, observation data, survey data, and experimental data.
The nature ofcollected data can be put undereithersecondary orprimary
category.
Data Collection Alternatives
Data Alternatives
Secondary Data Use Research
Services
Primary Data
Internal
Records
Published
Reports
Subscription
to Service
One-Time
Purchase
Exploratory
Research
Primary
Study
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Secondary DataSecondary data is any information originally generated for some other purposes
rather than thecurrent problem underconsideration and can beeither internal or
external to the organisation.
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Primary Data
In case the needed data are not available from secondary sources, it is dated,
accuracy is doubtful, or unreliable, it becomes necessary for theresearcherto
obtain primary data through full-scaleresearch. To collect primary data, the
researcherundertakes eitherqualitative research orquantitative research.
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Qualitative Research
Data collection techniques for qualitative studies include focus group, depth
interviews and projective techniques.
Four popular methods of data collection include:
Depth interviews
Focus group
Projective techniques
Laddering
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Projective Techniques
These techniques explore the underlying motives of individuals who consciously
or unconsciously get involved in rationalisations and concealment because they
may bereluctant to admit certain weaknesses or desires.
Someexamples of projective techniques are: Thematic Apperception Techniques (TAT)
Word Association Test
Sentence Completion Test
The Third-Person Technique
Laddering (Means-End Chain Model): The assumption here is that very
specific product attributes are linked at levels of increasing abstraction to
terminal values.
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Quantitative Research
There are three basic approaches to collecting data in quantitative study:
Observation: One important approach to gain an in-depth understanding of
consumers is to observe their behaviour in the process of buying and using
products.
Experimentation: In experimental studies, the researcher can test the
relative sales appeals for package designs, prices, promotional offers and
copy themes, etc., by designing suitable experiments to identify cause and
effect.
Survey: In a survey for data collection, consumers are aware of the fact that
they are being studied and participate actively. A survey can be conducted
by personal interview, by mail, or by telephone.
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Advantages and Limitations of Data Collection Methods
Personal Telephone Mail
interview survey survey
survey
Costs of data collection High Medium Low
Time required to collect data Medium Low High
Sample size for a given budget Small Medium Large
Data quantity per contact High Medium Low
Can reach widely dispersed sample No Maybe Yes
Reach to special locations Yes Maybe No
Level of interaction with respondents High Medium None
Degree of interview bias High Medium None
Presentation of visual stimuli Yes No Maybe
Response rate High Medium Low
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Data Collection Instruments:The method of data collection depends on the type ofresearch. The primary
method of data collection for quantitative study is thequestionnaire.
Aquestionnaire consists of a set of questions presented to respondents for
theirresponses.
Instead of using a questionnaire, sometimes researchers use a list of
statements and askrespondents to indicate their degree of agreement or
disagreement (called inventories).
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Researchers also useattitude scales to collect this type ofevaluative data.
Attitude scales include Likert scales, Semantic differential scales, and Rank-
order scales.
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Sampling PlanA sample design addresses three questions: who is to be surveyed (sampling
unit), how many to survey (samplesize), and how should therespondents be
chosen (the samplingprocedure).
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Random Probability Sampling
The greatest accuracy is obtained from random probability samples because all
units in a population have a known and equal chance of being selected.
Non-probability sampling: This method involves theresearchers personal
judgement and elements of the population do not have a known chance of being
selected, so there is no guarantee the sample is representative and the
researchers cannot be as confident in the validity of theresponses.
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Analyse the InformationIt is important to appreciate that raw data by itself does not serve the
purpose of marketing research.After theresearch data has been collected,
it is time to gain valuable insight from the findings. Theresearchertabulates
the data for analysis.
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Present the FindingsReport writing requires taking an objective look at the findings to seehow
well thecollected facts suit theresearch objectives to solve a stated
marketing problem.