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    Copyright Cengage Learning 2012All Rights Reserved

    1

    Chapter 9: Decision Support Systems

    and Marketing Research

    Prepared & Designed by Laura Rush, B-books, Ltd.

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    Copyright Cengage Learning 2012All Rights Reserved

    2

    Learning Outcomes

    Explain the concept and purpose of amarketing decision support system

    Define marketing research and explain itsimportance to marketing decision making

    Describe the steps involved in conductinga marketing research project

    LO 1

    LO 2

    LO 3

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    Copyright Cengage Learning 2012All Rights Reserved

    3

    Learning Outcomes

    Discuss the profound impact of the Interneton marketing research

    Discuss the growing importance ofscanner-based research

    Explain the concept of competitiveintelligence

    LO5

    LO 6

    LO 4

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    Marketing Decision Support Systems

    Explain the conceptand purpose of a

    marketing decisionsupport system.

    LO1

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    Copyright 2012 by Cengage Learning Inc. All Rights Reserved

    5

    DSS System Characteristics

    Interactive

    Flexible

    Discovery-Oriented

    Accessible

    LO 1

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    Copyright 2012 by Cengage Learning Inc. All Rights Reserved

    6

    Marketing Decision SupportSystems

    Database Marketing - The

    creation of a large computerizedfile of customers and potentialcustomers profiles and purchase

    patterns.

    The key tool for successfulone-to-one marketing.

    LO 1

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    Review Learning OutcomeMarketing Decision Support Systems

    LO1

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    The Role of Marketing Research

    Define marketing researchand explain its importance tomarketing decision making.

    LO2

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    9

    Marketing Research Studies

    Products

    Advertising

    Prices

    Packages

    Names and Logos

    Services

    Buying habits

    Colors

    Uses

    Awareness

    Familiarity

    New concepts

    Traffic patterns

    Wants

    Needs

    Politics

    LO 2

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    10

    The Role of Marketing Research

    Diagnostic

    Predictive

    DescriptiveGathering and presentingfactual statements

    Explaining data

    What if?

    LO 2

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    11

    Management Uses ofMarketing Research

    Improve the quality of decision making

    Trace problems

    Focus on keeping existingcustomers

    Understand the marketplace

    Alert them to marketplace

    trendsGauge the value of goods and services,and the level of customer satisfaction

    LO 2

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    Review Learning OutcomeMarketing Research and Its Importance

    LO2

    Why marketing research? Improve quality ofdecision making

    Trace problems

    Focus on keepingexisting customers

    Understand changes inmarketplace

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    Steps in a Marketing Research Project

    Describe the steps involvedin conducting

    a marketing research project.

    LO3

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    The Marketing Research Process

    CollectPrimary Data

    SpecifySamplingProcedure

    Plan Design/Secondary

    Data

    Identify theProblem

    AnalyzeData

    Prepare/PresentReport

    Follow Up

    1

    23

    4

    5

    67

    LO3

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    Marketing Research

    MarketingResearchProblem

    MarketingResearchObjective

    ManagementDecisionProblem

    Determining what information is needed andhow that information can be

    obtained efficiently and effectively.

    The specific information neededto solve a marketing research problem;the objective should provide insightful

    decision-making information.

    A broad-based problem thatrequires marketing research in orderfor managers to take proper actions.

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    Sources of Secondary Data

    Government Agencies

    Trade and Industry Associations

    Business Periodicals

    News Media

    Internal Corporate Information

    LO3

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    Advantages of Secondary Data

    Saves time and money if on target

    Aids in determining direction forprimary data collection

    Pinpoints the kinds of people toapproach

    Serves as a basis of comparisonfor other data

    LO3

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    Disadvantages of Secondary Data

    May not give adequate detailedinformation

    May not be on target with theresearch problem

    Quality and accuracy of data maypose a problem

    LO3

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    Planning the Research Design

    Which researchquestions

    must be answered?

    How and whenwill data begathered?

    How willthe data

    be analyzed?

    ?

    LO3

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    Advantages of Primary Data

    Answers a specific researchquestion

    Data are current Source of data is known

    Secrecy can be maintained

    LO3

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    Disadvantages of Primary Data

    Expensive

    Piggybacking may confuserespondents

    Quality declines if interviewsare lengthy

    Reluctance to participate inlengthy interviews

    Disadvantages are usu ally offset by theadvantages of p r im ary data.

    LO3

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    Forms of Survey Research

    Focus Groups

    Executive Interviews

    Mail Surveys

    Telephone Interviews

    Mall Intercept Interviews

    In-Home Interviews

    LO3

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    Questionnaire Design

    Open-EndedQuestion

    Closed-EndedQuestion

    Scaled-ResponseQuestion

    An interview question that encouragesan answer phrased in respondents

    own words.

    An interview question that asksthe respondent to make a selection

    from a limited list of responses.

    A closed-ended questiondesigned to measure the intensityof a respondents answer.

    LO3

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    Questionnaire Design

    Clear and concise

    No ambiguous language

    Unbiased

    Reasonable terminology

    Only one question

    LO 3

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    Observational Situations

    Situation

    Peoplewa tch ingpeople

    Peoplewa tch ingphenomena

    Machineswa tch ingpeople

    Machineswa tch ingphenomena

    Example

    Mysteryshoppers in asupermarket

    Observer atanintersectioncountingtraffic

    Videocamerasrecordingbehavior

    Traffic-countingmachinemonitoringtraffic flow

    LO 3

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    Ethnographic Research

    The study of human behaviorin its natural context;involves observation of

    behavior and physical setting.

    LO 3

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    Sampling Procedure

    Universe Sample

    ProbabilitySamples

    Non-ProbabilitySamples

    LO 3

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    Types of Samples

    ProbabilitySamples

    Simple Random

    SampleStratifiedSample

    Cluster

    SampleSystematic

    Sample

    Non-ProbabilitySamples

    Convenience

    SampleJudgment

    Sample

    Quota

    SampleSnowballSample

    LO 3

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    Types of Errors

    MeasurementError

    Error when there is a differencebetween the information desired and the

    information provided by research

    Sampling

    Error

    Error when a sample somehow does not

    represent the target population.

    FrameError

    Error when a sample drawn from apopulation differs from the

    target population.

    RandomError

    Error because the selected sample isan imperfect representation of

    the overall population.

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    Field Service Firms

    Focus group facilities

    Mall intercept locations

    Test product storage

    Kitchen facilities

    Provide:

    LO 3

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    Analyzing the Data

    Cross-Tabulation - A method of

    analyzing data that lets the analystlook at the responses to one

    question in relation to the responsesto one or more other questions.

    LO 3

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    Preparing and Presenting theReport

    Concise statement of the researchobjectives

    Explanation of research design

    Summary of major findings

    Conclusion with recommendations

    LO 3

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    Following Up

    Were the recommendations followed?

    Was sufficient decision-making

    information included in the report?

    What could have been done to makethe report more useful to management?

    LO 3

    Review Learning Outcome

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    Review Learning OutcomeSteps in a Marketing Research Project

    LO 3

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    Impact of the Internet onMarketing Research

    Discuss the profound impact ofthe Internet on marketing research.

    LO 4

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    Impact of the Internet

    Allows better and faster decision making

    Improves ability to respond quickly tocustomer needs and market shifts

    Makes follow-up studies and trackingresearch easier

    Slashes labor- and time-intensive researchactivities and costs

    LO 4

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    Advantages of Internet Surveys

    Contact with thehard-to-reach

    Improved respondent

    participation

    Personalized questionsand data

    Dramatically reduced costs

    Rapid development,real-time reporting

    LO 4

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    Uses of the Internet byMarketing Researchers

    Other types of marketing research

    Conduct focus groups

    Administer surveys

    LO 4

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    Process for Online Focus Groups

    1. Build a database of respondents via Web sitescreening questionnaire

    2. Identify qualified individuals via e-mail

    3. Develop a discussion guide4. Moderator runs group by typing in questions

    online for all to see

    5. Environment is similar to a chat room

    6. Firm captures the complete text of thefocus group

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    Advantages of Online FocusGroups

    Speed

    Cost-effectiveness Broad geographic scope Accessibility

    Honesty

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    Role of Consumer Generated Mediain Marketing Research

    CGM is media which consumersgenerate themselves and shareamong themselves

    Companies can identify the mostinfluential bloggers and learn exactlywhat they are saying (and how they

    are saying it).

    41LO 4

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    Other Uses of the Internet byMarketing Researchers

    Viewing of presentations ofmarketing research surveys

    Publication and distributionof reports

    Data management andonline analysis

    Collaboration between client

    and research supplier

    Distribution of requests forproposals (RFPs) and proposals

    LO 4

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    Behavioral Targeting

    Objective: Match Internet users with adsfor products and services they are mostlikely to purchase

    Growth in Social Media User declared information targeting

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    43

    Review Learning Outcome

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    Review Learning OutcomeImpact of the Internet on Marketing Research

    LO 4

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    Scanner-Based Research

    46

    A system for gathering informationfrom a single group of

    respondents by continuouslymonitoring the advertising,

    promotion, and pricing they areexposed to and the things they

    buy.

    BehaviorScanInfoScan

    LO 5

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    Neuromarketing

    Studying biological changes inconsumers based on visual stimuli suchas packaging and ads Electroencephalograph measures

    electrical activity in the brain Galvanic skin response change in

    electric resistance of the skin Eye tracking records eye movements

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    47LO 5

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    When Should MarketingResearch Be Conducted?

    Where there is a high level of uncertainty

    When value of research information exceedsthe cost of generating the information

    LO 5

    Review Learning Outcome

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    Review Learning OutcomeScanner-Based Research

    LO5

    BehaviorScan InfoScan

    Panel information fromSpecific groups of people,enables researchers to

    manipulate variables and seereal results

    Aggregate consumerinformation on allbar-coded products

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    50

    Competitive Intelligence

    Explain the concept ofcompetitive intelligence.

    LO 6

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    Sources of Competitive

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    Sources of CompetitiveIntelligence

    Internet

    Company Salespeople

    Experts

    CI Consultants

    Government Agencies

    UCC Filings

    Suppliers

    Periodicals

    Yellow Pages

    Trade Shows

    LO6

    Review Learning Outcome

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    Review Learning OutcomeCompetitive Intelligence

    CI

    Part of a soundmarketing strategy

    Helps companiesrespond to competitivethreats

    Helps reduceunnecessary costs

    LO 5

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    Chapter 9 Company Clip

    Because the five-year-old magazine is ahead ofthe curve on gathering information on theGenNesters market segment, ReadyMade can

    help other businesses figure out how to tailor theirmarketing efforts to meet the needs of thisinfluential market.http://www.cengage.com/marketing/book_content/

    9781111821647_lamb/videos/ch09.html

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    54

    http://www.cengage.com/marketing/book_content/9781111821647_lamb/videos/ch09.htmlhttp://www.cengage.com/marketing/book_content/9781111821647_lamb/videos/ch09.htmlhttp://www.cengage.com/marketing/book_content/9781111821647_lamb/videos/ch09.htmlhttp://www.cengage.com/marketing/book_content/9781111821647_lamb/videos/ch09.html
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    Part 2 Video: Raleigh America

    Raleigh America has reinvented itself withsteel bikes targeted to people who usebicycles as their main form of transportation.

    http://www.cengage.com/marketing/book_content/1439039429_lamb/part_videos/part02.html

    Copyright 2012 by Cengage 55

    http://www.cengage.com/marketing/book_content/1439039429_lamb/part_videos/part02.htmlhttp://www.cengage.com/marketing/book_content/1439039429_lamb/part_videos/part02.htmlhttp://www.cengage.com/marketing/book_content/1439039429_lamb/part_videos/part02.htmlhttp://www.cengage.com/marketing/book_content/1439039429_lamb/part_videos/part02.html