1. www.mhhe.com/fourps For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Improving Decisions with Marketing Information CHAPTER SEVEN

2. Information for marketing decisions Marketing information systems Accessing multimedia data Data warehouse Decision support systems Marketing models Marketing research Role of research specialist Scientific method Steps in marketing research 1.Define problem 2.Analyze situation 3.Gather problem-specific data 4.Interpret the data 5.Solve the problem Marketing Information Inputs to Marketing Strategy Planning Decisions (Exhibit 7-1)

3. Elements of a Complete Marketing Information System (Exhibit 7-2)

4. Financial Arrangement Method of Sale Price or Discount Class Channel of Distribution Customer Characteristics Geographic Region Product Characteristics Order Size Breakdowns for Sales Analysis Sales Analysis Shows What’s Happening

5. The Scientific Method and Marketing Research (Exhibit 7-3)

6. Secondary and Primary Data (Exhibit 7-4)

7. Primary Data Observing Monitoring behaviors Human or machine Costs coming down Questioning Asking people Formal or informal Qualitative questioning is open-ended Getting Problem-Specific Data – Step 3

8. Mean (average) product rating by group Experimental Method Controls Conditions (Exhibit 7-5)