Insert Chapter Picture Here Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 1 Designed by Eric Brengle B-books, Ltd. CHAPTER 8 Prepared by Deborah Baker Texas Christian University Essentials of Marketing Lamb, Hair, McDaniel 6 Decision Support Systems and Marketing Research

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 2 Learning Outcomes Explain the concept and purpose of a marketing decision support system Define marketing research and explain its importance to marketing decision making Describe the steps involved in conducting a marketing research project LO I LO 2 LO 3

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 3 Learning Outcomes Discuss the profound impact of the Internet on marketing research Discuss the growing importance of scanner-based research Explain the concept of competitive intelligence LO 5 LO 6 LO 4

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 4 Discuss the profound impact of the Internet on marketing research Impact of the Internet on Marketing Research LO 4

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 5 LO 4  Allows better and faster decision making  Improves ability to respond quickly to customer needs and market shifts  Makes follow-up studies and tracking research easier  Slashes labor- and time-intensive research activities and costs Impact of the Internet

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 6 LO 4 Contact with the hard-to-reach Contact with the hard-to-reach Improved respondent participation Improved respondent participation Personalized questions and data Personalized questions and data Reduced costs Rapid development, Real-time reporting Rapid development, Real-time reporting Advantages of Internet Surveys

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 7 LO 4 Other types of marketing research Conduct focus groups Administer surveys Uses of the Internet by Marketing Researchers Online

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 8 LO 4 Unrestricted Internet Sample Unrestricted Internet Sample Screened Internet Sample Screened Internet Sample Recruited Internet Sample Recruited Internet Sample A survey in which anyone with a computer and modem can fill out the questionnaire. A survey in which anyone with a computer and modem can fill out the questionnaire. An Internet sample with quotas based on desired sample characteristics. A sample in which respondents are prerecruited and must qualify to participate. A sample in which respondents are prerecruited and must qualify to participate. Internet Samples

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 9 LO 4 1.Build a database of respondents via Web site screening questionnaire 2.Identify qualified individuals via 3.Develop a discussion guide 4.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 the focus group Process for Online Focus Groups

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 10 LO 4 Real-time online focus groups Time-extended online focus groups Types of Online Focus Groups

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 11 LO 4  Speed  Cost-effectiveness  Broad geographic scope  Accessibility  Honesty Advantages of Online Focus Groups

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 12 Role of Blogs in Marketing Research  Refined technologies allow companies to mine data available in Internet blogs.  Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it). LO 4

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 13 LO 4 Viewing of presentations of marketing research surveys Viewing of presentations of marketing research surveys Publication and distribution of reports Publication and distribution of reports Data management and online analysis Data management and online analysis Collaboration between client and research supplier Distribution of requests for proposals (RFPs) and proposals Distribution of requests for proposals (RFPs) and proposals Other Uses of the Internet by Marketing Researchers

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 14 REVIEW LEARNING OUTCOME Impact of the Internet on Marketing Research LO 4

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 15 Discuss the growing importance of scanner-based research Scanner-Based Research LO 5

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 16 Scanner-based Research LO 5 Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. BehaviorScan InfoScan

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 17 LO 5  Where there is a high level of uncertainty  When value of research information exceeds the cost of generating the information When Should Marketing Research Be Conducted?

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 18 REVIEW LEARNING OUTCOME Scanner-Based Research LO 5 BehaviorScan InfoScan Panel information from Specific groups of people, enables researchers to manipulate variables and see real results Aggregate consumer information on all bar-coded products

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 19 Explain the concept of competitive intelligence Competitive Intelligence LO 6

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 20 Competitive Intelligence LO 6 An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors. Competitive Intelligence Online

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 21 LO 6 Sources of Competitive Intelligence Internet Company Salespeople Experts CI Consultants Government Agencies UCC Filings Suppliers Periodicals Yellow Pages Trade Shows

Copyright ©2009, Cengage Learning. All rights reserved Chapter 8 22 REVIEW LEARNING OUTCOME Competitive Intelligence LO 6 CI Part of a sound marketing strategy Helps companies respond to competitive threats Helps reduce unnecessary costs