1. Chapter 5 Marketing Information Systems and Marketing Research

2. “Know your enemy and know yourself, and in a hundred battles you will never be in peril” -Sun-Tzu
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

3. Chapter Objectives
Explain the concept of the marketing information system
Identify the different kinds of information the company might use
Outline the marketing research process
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

4. Marketing Information System
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
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

5. Marketing Information System
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

6. Assessing Information Needs
There must be a balance between what information is wanted and what is cost effective, obtainable and needed
Too much information can be as harmful as too little
Information gathering costs can add up quickly
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

7. Developing Information
Information can be obtained from internal company records, marketing intelligence and marketing research
Data warehouses contain all customer information in a single, accessible source
Guest history information the most valuable
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

8. Guest Information Trends
Overbooking patterns
Historical occupancy trends
Yield pattern by season
Booking patterns
Cancellations
Conversion percentages
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

9. Guest Information Management
Guest comment cards
Listening to and speaking with guests
Automated systems
Mystery shoppers
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

10. Guest Information Management
Company records
Point-of-sale information
Corporate customer and marketing intermediary information
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

11. Marketing Intelligence
Marketing intelligence includes everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans and short-run tactics
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

12. Marketing Intelligence Forms
Internal marketing intelligence
External marketing intelligence
Competitive information
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

13. Internal Marketing Intelligence
Company executives
Hotel owners and managers
Contact personnel
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

14. External Marketing Intelligence
Macro market information
Competitive information
New innovation and trends
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

15. Competitive Information
Competitors annual reports
Trade magazines, press releases, advertisements
In today’s information age, companies leave a paper trail
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

16. Marketing Research
Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

17. Marketing Research Process
Define the problem and research objectives
Develop the research plan
Implement the research plan
Interpret and report the findings
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

18. Defining the Problem and Research Objectives
Exploratory research – gather preliminary information to help define the problem and suggest hypotheses
Descriptive research – describe the size and composition of the market
Causal research – tests hypotheses about cause and effect relationships
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

19. Developing the Research Plan
Determining Specific Information Needs – translate research objectives into specific information needs
Gathering Secondary Information –collect information that is already in existence
Planning Primary Data Collection – information being collected for the specific purpose at hand
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

20. Research Approaches Observational research Survey research
Experimental research
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

21. Contact Methods in Research
Mail
Telephone
Personal Interview
Individual (intercept) interview
In-depth interview
Internet surveying
Electronic mail
Web page
Focus groups
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

22. Sampling Plan
A sample is a segment of the population selected to represent the population as a whole
To design a sample four decisions must be made:
Who will be surveyed?
How many people will be surveyed?
How will the sample be chosen?
Probability or nonprobability samples
When will the survey be given?
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

23. Research Instruments Primary research instruments
The interview
structured e.g questionnaires
unstructured
Mechanical devices
Structured models eg. test markets
What are some types of closed-ended and open-ended questions?
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

24. Information Analysis
Analysis of collected information can assist in distinguishing relationships between data
Help managers answer questions like “what if” and “which is best”
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

25. Distributing Information
Information is not helpful unless it is able to reach the managers clearly and in a timely manner
Recent developments in information handling have led to a revolution in its distribution
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

26. International Marketing Research
Many barriers exist that can make international research more difficult:
Lack of secondary information
Language
Culture
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

27. Best Practices Marriott Research Priorities
Market segmentation and sizing
Concept development and product testing
Price-sensitivity assessment
Advertising and promotions assessment
Market tracking
Customer satisfaction
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

28. Key Terms Causal research Descriptive research Experimental research
Exploratory research
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

29. Key Terms Internal records information
Marketing information system (MIS)
Marketing intelligence
Marketing research
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

30. Key Terms Observational research Primary data Sample Secondary data
Survey research
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens