Chapter 4 Marketing Research and Information Systems Dr. Franck VIGNERON

The Importance of Information Why Information Is Needed Marketing Environment Strategic Planning Customer Needs Competition

What is a Marketing Information System (MIS)? Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Functions: –Assess Information Needs. –Develop Needed Information. –Distribute Information.

Marketing Information System Developing Information The Marketing Information System Information Analysis Internal Databases Marketing Research Marketing Intelligence Distributing Information Assessing Information Needs Marketing Managers Marketing Environment Marketing Decisions and Communications

Functions of a MIS: Assessing Information Needs Examine Cost/ Benefit of Desired Information Examine Cost/ Benefit of Desired Information Monitor Environment for Information Managers Should Have Monitor Environment for Information Managers Should Have Conduct Interviews With Managers to Determine What Information is Desired, Needed, and Feasible to Obtain.

Functions of a MIS: Developing Information Internal Data Collection of Information from Data Sources Within the Company Internal Data Collection of Information from Data Sources Within the Company Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and Developments in the Marketing Environment Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and Developments in the Marketing Environment From: Accounting, Sales Force, Marketing, Manufacturing From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies Marketing Research Systematic Design, Collection, Analysis, and Reporting of Data Relevant to a Specific Marketing Situation Facing an Organization Marketing Research Systematic Design, Collection, Analysis, and Reporting of Data Relevant to a Specific Marketing Situation Facing an Organization Obtains Needed Information for Marketing Managers From the Following Sources:

The Marketing Research Process Defining the Problem and Research Objectives Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings

Marketing Research Process Step 1. Defining the Problem & Research Objectives Exploratory Research Exploratory Research Descriptive Research Descriptive Research Causal Research Causal Research Test hypotheses about cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Test hypotheses about cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Gathers preliminary information that will help define the problem and suggest hypotheses. Gathers preliminary information that will help define the problem and suggest hypotheses. Describes such things as market potential for a product or attitudes and demographics of consumers who buy the product. Describes such things as market potential for a product or attitudes and demographics of consumers who buy the product.

Experimental Research Primary Data Collection Process Step A. Research Approaches Observational Research Gathering data by observing relevant people, actions, and situations (Exploratory Information) Gathering data by observing relevant people, actions, and situations (Exploratory Information) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive Information) Asking individuals about attitudes, preferences or buying behaviors (Descriptive Information) Using groups of people to determine cause-and-effect relationships (Causal Information) Using groups of people to determine cause-and-effect relationships (Causal Information)

Rest Stop: Reviewing the Concepts Explain the importance of information to the company. Define the marketing information system (MIS) and discuss its parts. Outline the four steps in the marketing research process. Compare the advantages and disadvantages of various methods of collecting information. Discuss the special issues some market researchers face, including public policy and ethics issues.