marketing research & information system

8/16/2019 Marketing Research & Information System

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Marketing InformationSystem and Marketing

Research• MIS consists of people, equipment, and

procedures to gather, sort, analyze,

evaluate, and distribute needed, timely,and accurate information to marketing

decision makers.

• Information are critical to react themarketing environment.

• Challenge is to get better, actionable

information.


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1.Assessing Information

Needs• A good MIS balances the information users

would like against what they really need and what is feasible to oer.

• The information assessment system isdesigned to make a correct estimate of theuantity and uality of information needed

by the decision maker.• It has to decide whether the bene!ts of

more information are worth the costs.


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". #e$elo%ing Information

• Internal data.

Internal information that the $arious de%artmentsalready ha$e in sales records& %urchase order&in$entory le$el& cash 'ow& account recei$able and

%ayable etc.• Marketing intelligence.

Information that can be gathered from %ublic or legallya$ailable sources such as news%a%er& (ournals&maga)ine& research article. The intelligence gathering

is decentrali)ed %rocess.• Marketing research.

S%eci!c information gathered to answer a s%eci!cuestion. Areas of marketing research %roduct&ad$ertising& sales and %sychogra%hic research.


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• Marketing information has no $alue untilmanager use it to make better marketingdecision .

• Information must be distributed to the right%eo%le at the right time.

Routine information for decision making.

Non*routine information for s%ecial situations.

Intranets + %rotected information websites forinternal %eo%le.

,-tranets + %rotected information websitesfor %artners and e-ternal stakeholders.

!. "istributing Information


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Market Research rocess

• "efine the problem and research

ob#ective.

• "evelop a research plan for collectinginformation.

• Implement the marketing research plan$

collecting and analyzing the data.

• Interpreting and %eport the findings.


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1. #e!ne the %roblem andResearch /b(ecti$e

• The marketing manager and theresearcher must work closely together tode!ne the %roblem carefully and they must

agree on research ob(ecti$e.• In order to identify the %roblem cause and

eect relationshi% must be establishbetween the $ariables.

• After the %roblem has been de!nedcarefully& the manager and the researchermust set the research ob(ecti$e.

Copyright © 2007 Pearson EducationCanada

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Ty%es of Marketing Research

/b(ecti$es• ,-%loratory research is to gather%reliminary information that will hel% tode!ne the %roblem and suggesthy%otheses. rimary or secondary data. /bser$ational research is best.

• #escri%ti$e research. To describe marketing situations or markets.

Sur$eys Research.• 0ausal research.

To e-%eriment with cause*and*eectrelationshi%s.

,-%erimental Research.


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". #e$elo% the Research lan

• Includes #etermining the s%eci!c information

needed.

#e$elo%ing a %lan for gathering ite2ciently.

#esigning the research %lan usually callsfor decsions on the*

Sources of data. S%eci!c research a%%roaches.

0ontact methods.

Sam%ling %lans.

Instruments for data collection.


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#etermining s%eci!cinformation needs

• Research ob(ecti$e must be translated intos%eci!c information needs.

• The research might call for following s%eci!cinformation

• #emogra%hic & economic and lifestylecharacteristics of consumers.

• 0onsumers usage %attern.

• Retailers reaction.• 3orecasts of sales.


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Sources of #ata• The researchers has to collect %rimary or secondary data

or both data for research %ur%ose.

• Secondary.

#ata or information that has been gathered and

%ublished by other %arties. These data are a$ailablemore uickly and at lower cost than %rimary data butit must be rele$ent& accurate and im%artial.

• rimary.

#ata or information that is gathered directly from thesub(ects of the research.

Inter$iews& focus grou%s& obser$ation& sur$eys&

e-%eriments.


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Sources of Secondary #ata

• 4o$ernment %ublications.

Statistics & Strategies.

• eriodicals and books.

Trade directories& inde-es and industry sur$eys.

• 0ommercial data ser$ices.

0ollections of business research articles.

Industry and scanner data.

• International data.

,uromonitor& 5nited Nations Statistical 6earbook.• Internet data sources

*7uge amount of data a$ailable online but not all of ittrustworthy.

Such as industry website and search engine


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rimary #ata 0ollection

• 0onsists of information collected forthe s%eci!c %ur%ose at hand.

• Must be rele$ant& accurate& currentand unbiased.

• Must determine Research a%%roach.

0ontact methods.

Sam%ling %lan.

Research instruments.


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Research A%%roaches

• 4enerally four research a%%roachesare a$ailable for %rimary datacollection.

• /bser$ation Research

• Sur$ey Research

• 3ocus grou% Research• ,-%erimental Research


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/bser$ational Research

• The gathering of %rimary data by obser$ingrele$ant %eo%le& actions and situations. Theresearcher himself obser$e on the s%ot and gain

e-%erience about the facts or e$ents. It Is%o%ularly known as e-%loratory research. It is

more con!dential and e-%ensi$e. • ,thnogra%hic research.

/bser$ation in 8natural en$ironment.9• Mechanical obser$ation.

eo%le meters.

0heckout scanners.


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Sur$ey Research• A sur$ey research also called sam%le sur$ey

which studies a large or small %o%ulation oruni$erse by selecting and studying choice fromthe %o%ulation to disco$er relati$e incidence.

• Most widely used method for %rimary datacollection.

• A%%roach best suited for gathering descri%ti$einformation.

• 0an gather information about %eo%le:sknowledge& attitudes& %references or buyingbeha$ior.


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,-%erimental Research

• Tries to e-%lain cause*and*eectrelationshi%s.

• In$ol$es Selecting matched grou%s of sub(ects.

4i$ing dierent treatments.

0ontrolling unrelated factors. 0hecking dierences in grou%

res%onses.


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Sam%ling lan

• Researcher cannot collect %rimary data fromall %o%ulation. Thus a segment of the%o%ulation is selected to re%resent the%o%ulation as a whole& which calls for three

decisions• Sam%le unit.

;ho is to be sur$eyed<

• Sam%le si)e.

7ow many %eo%le should be sur$eyed<• Sam%ling %rocedure.

7ow should those sur$eyed be chosen<


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Research Instruments

• Mechanical.

&eople meters.

Supermarketscanners.

'alvanometer.

(ye cameras. Computers.

• )uestionnaires.

*hat questions to ask.

+orm of each question.• Closed$ended.

• pen$ended.

*ording. rdering.


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0ontact Methods

• Information can be collected by*

• Mail uestionnaire&

• Tele%hone inter$iewing&• ersonal inter$iew or 3ocus grou%

inter$iew.

• /nline Inter$iewing.


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=. Im%lement the lan

• -he researcher puts the plan into action. It involves,

•Collecting the data$ "ata collection most epensiveand prone to error.

• &rocessing the data$editing , coding , tabulating and

developing frequency distribution.

• /nalyzing the data.$ advance statistical techniquesand decision models.


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Inter%ret and Re%ort

3indings• Managers and researchers must 0ork

together 0hen interpreting research

results.• Step ne1 Interpret the finding.

• Step -0o1 "ra0 conclusions.

• Step -hree1 %eport to management.

marketing research & information system

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