1. Decision Support Systems and Marketing Research
Key Concepts

2. DSS What is MDSS? Marketing Decision Support Systems
Chapter 8 Decision Support Systems and Marketing Research
What is MDSS?
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Marketing
Decision Support
Systems
DSS

3. DSS System Characteristics
Chapter 8 Decision Support Systems and Marketing Research
DSS System Characteristics
Interactive
Flexible
Notes:
The characteristics of a DSS system are:
Interactive: Simple instructions are given to the system and immediate results are given. No computer programming or scheduled reports are needed.
Flexible: A DSS can manipulate data in various ways, and be presented according to the user’s needs.
Discovery-oriented: Managers can probe for trends, isolate problems, and ask “what if” questions.
Accessible: A DSS is easy to use even with minimal computer skills.
Discovery-Oriented
Accessible

4. Marketing Decision Support Systems
Chapter 8 Decision Support Systems and Marketing Research
Marketing Decision Support Systems
Database Marketing
The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
The key tool for successful one-to-one marketing.
Notes:
The fastest-growing use of DSSs is for database marketing. It is usually the key for successful one-to-one marketing, which relies on specific market information.

5. Marketing Decision Support Systems

6. What is Marketing Research and Why it is Important
Define marketing research and explain its importance to marketing decision making

7. The Role of Marketing Research
Chapter 8 Decision Support Systems and Marketing Research
The Role of Marketing Research
The process of PLANNING, COLLECTING, and ANALYZING data relevant to a marketing decision.
Marketing Research
Notes:
Marketing research plays a key role in the marketing system. It provides data on the effectiveness of the marketing mix and insights for necessary changes.
Marketing research is a main data source for management information systems and DSS.

8. Marketing Research Studies: What issues are often investigated?
Chapter 8 Decision Support Systems and Marketing Research
Marketing Research Studies: What issues are often investigated?
Products
Advertising
Prices
Packages
Names and Logos
Services
Buying habits
Colors
Uses
Awareness
Familiarity
New concepts
Traffic patterns
Wants
Needs
Politics
Notes:
About $7 billion is spent each year on marketing research in the U.S. Studies include the listings on this slide.

9. The Role of Marketing Research
Chapter 8 Decision Support Systems and Marketing Research
The Role of Marketing Research
Diagnostic
Predictive
Descriptive
Gathering and presenting factual statements
Explaining data
“What if?”
Notes: Marketing research has three roles: descriptive, diagnostic, and predictive.
Descriptive: What is the historic sales trend in the industry? What are consumers’ attitudes toward a product?
Diagnostic: What was the impact on sales after a change in the package design?
Predictive: “What if questions,” such as how can descriptive and diagnostic research be used to predict the results of a marketing decision?

10. When Should Marketing Research Be Conducted?
Chapter 8 Decision Support Systems and Marketing Research
When Should Marketing Research Be Conducted?
Where there is a HIGH level of UNCERTAINTY
When VALUE of research information exceeds the COST of generating the information

11. Management Uses of Marketing Research
Chapter 8 Decision Support Systems and Marketing Research
Management Uses of Marketing Research
Improve the quality of decision making
Trace problems
Focus on keeping existing customers
Understand the marketplace
Alert them to marketplace
trends
Gauge the value of goods
and services, and the level
of customer satisfaction

12. The Marketing Research Process
Chapter 8 Decision Support Systems and Marketing Research 1
Collect
Data
Specify
Sampling
Procedure
Plan Design/
Primary Data
Define
Problem
Analyze
Prepare/
Present
Report
Follow Up 2 3 4 5
Notes:
Exhibit 8.1 traces the steps in the marketing research process.
The research process begins with the recognition of a marketing problem or opportunity. As changes occur in the firm’s external environment, marketing managers must decide on changes to the existing marketing mix. 6 7

13. Marketing Research Marketing Research Problem Objective Management
Chapter 8 Decision Support Systems and Marketing Research
Marketing
Research
Problem
Objective
Management
Decision
Determining WHAT INFO IS NEEDED and HOW that information can be
obtained efficiently and effectively.
The specific INFO needed
to SOLVE A MARKETING RESEARCH PROBLEM;
the objective should provide insightful decision-making information.
A broad-based problem that
requires marketing research in order
for managers to take proper actions.
Notes:
The marketing research problem is information oriented.
The marketing research objective is to provide decision-making information.
In contrast, the management decision problem is action oriented.

14. Secondary Data Secondary Data
Chapter 8 Decision Support Systems and Marketing Research
Secondary Data
Data PREVIOUSLY COLLECTED for any purpose other than the one at hand.
Notes:
Secondary data is a valuable tool particularly in the problem/opportunity identification stage.

15. SOURCES of Secondary Data Where the info can be accessed
Chapter 8 Decision Support Systems and Marketing Research
Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
Internal Corporate Information
Online
Coca-Cola Store
When you are asked for your opinion on the Coke Store Web site, is Coca-Cola doing marketing research, or gathering information for a DSS? Read the whole survey before deciding. Which did you pick and why?

16. Advantages of Secondary Data
Chapter 8 Decision Support Systems and Marketing Research
Saves time and money if on target
Aids in determining direction for primary data collection
Pinpoints the kinds of people to approach
Serves as a basis of comparison for other data

17. Disadvantages of Secondary Data
Chapter 8 Decision Support Systems and Marketing Research
May not give adequate detailed information
May not be on target with the research problem
Quality and accuracy of data may pose a problem

18. The New Age of Secondary Information: The Internet
Chapter 8 Decision Support Systems and Marketing Research
The New Age of Secondary Information: The Internet 1 2 3 4 5
Analyze your topic
Test run a word or phrase in a search engine
Learn as you go and vary your approach
Don’t bog down in strategy that doesn’t work
Go back to earlier steps better informed
Notes:
Before the availability of the Internet’s widely accessible information, collection of secondary information was tedious and boring, often requiring visits to the library or communication with government agencies, trade associations or other secondary data providers.
By typing a description of the desired secondary data into a Web browser, the Internet may provide a wide range of information. However, keep in mind that the Internet is a self-publishing medium and the information quality may vary.

19. Planning the Research Design
Chapter 8 Decision Support Systems and Marketing Research
Which research questions must be answered?
How and when will data be gathered?
How will the data be analyzed? ?

20. Primary Data Primary Data
Chapter 8 Decision Support Systems and Marketing Research
Primary Data
Information collected FOR THE FIRST TIME. Can be used for solving the particular problem under investigation.

21. Advantages of Primary Data
Chapter 8 Decision Support Systems and Marketing Research
Answers a specific research question
Data are current
Source of data is known
Secrecy can be maintained
Notes:
The main advantage of primary data is that they will answer a specific research question that secondary data cannot answer.
Primary data are current and the source of data is known.
Moreover, the information is proprietary.

22. Disadvantages of Primary Data
Chapter 8 Decision Support Systems and Marketing Research
Disadvantages are usually offset by the advantages of primary data.
Expensive
“Piggybacking” may confuse respondents
Quality declines if interviews are lengthy
Reluctance to participate in lengthy interviews
Notes:
The cost of primary data may range from a few thousand dollars for a limited survey to several million for a nationwide study.
To save money, firms may cut back on the number of interviews, or piggyback studies by gathering data on two different projects using one questionnaire.

23. Survey Research Survey Research
Chapter 8 Decision Support Systems and Marketing Research
Survey Research
The MOST POPULAR TECHNIQUE for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.

24. Forms of Survey Research
Chapter 8 Decision Support Systems and Marketing Research
Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
In-Home Interviews
Notes:
In home personal interviews: Provide high-quality information, but are expensive because of travel time and mileage costs for the interviewer. Not a popular survey tool.
Mall Intercept interviews: Conducted in shopping malls or in a marketing research office in the mall. Surveys must be brief. It is hard to get a representative sample of the population. However, probing is possible.
Telephone interviews: Cost less and provide one of the best samples of any traditional survey procedure. Many facilities for telephone interviews utilize computer-assisted interviewing, where information is directly input into a computer application. The federal “Do Not Call” law does not apply to survey research.
Mail Surveys: Benefits are the low cost, elimination of interviews, centralized control, and anonymity for respondents. However, mail questionnaires usually produce low response rates. Consequently, the resulting sample may not represent the surveyed population. However, mail panels, consisting of a sample of households recruited to participate for a given period, yield response rates of 70 percent.
Executive interviews: Survey involves businesspeople at their offices regarding industrial products or services. This type of interviewing is expensive, due to the process of finding, qualifying, and interviewing respondents.
Focus groups: A type of personal interviewing, characterized by seven to ten people gathered in a meeting place. The interaction provides group dynamics, with an interplay of responses yielding richer information than individual interviews.

25. Forms of Survey Research
Chapter 8 Decision Support Systems and Marketing Research
Mall Intercept Interview
Survey research method that involves INTERVIEWING PEOPLE in the common areas of SHOPPING MALLS.
Executive Interview
A type of survey that involves INTERVIEWING EXECUTIVES AT
THE OFFICES concerning industrial products or services.

26. Forms of Survey Research
Chapter 8 Decision Support Systems and Marketing Research
Focus Groups
Seven to ten people who participate in a GROUP DISCUSSION led by a moderator.

27. Questionnaire Design How questions are formatted
Chapter 8 Decision Support Systems and Marketing Research
Open-Ended
Question
Closed-Ended
Scaled- Response
An interview question that encourages an answer phrased in RESPONDENT’S OWN WORDS.
An interview question that asks
the respondent to MAKE A SELECTION from a LIMITED LIST of responses.
A closed-ended question
designed to MEASURE THE INTENSITY of a respondent’s answer.
Notes:
Questionnaires contain three basic types of questions:
Open-ended questions
Closed-ended questions
Scaled-response questions.

28. Questionnaire Design Important guidelines
Chapter 8 Decision Support Systems and Marketing Research
Clear and concise
No ambiguous language
Unbiased
Reasonable terminology
Only one question
Online
CreateSurvey.com
Design a marketing questionnaire to post on your class Web site using the tools offered by Create Survey. Visit the demo polls on the site for ideas and tips.

29. Observation Research Observation Research
Chapter 8 Decision Support Systems and Marketing Research
Observation Research
A research method that relies on three types of OBSERVATIONS:
people watching people
people watching an activity
machines watching people
Notes:
Observation research is the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.

30. Observational Situations
Chapter 8 Decision Support Systems and Marketing Research
Situation
People watching people
People watching phenomena
Machines watching people
Machines watching phenomena
Example
MYSTERY shoppers in a supermarket
Observer
at an intersection counting traffic
VIDEO cameras recording behavior
Traffic-counting MACHINE monitoring traffic flow
Online
Brand Marketing International
Learn more about mystery shopping by requesting a mystery shopper kit from BMI and reading its shopper application.
Notes:
Observation research depends on watching what people do. It may be conducted by human observers or machines.

31. Ethnographic Research
Chapter 8 Decision Support Systems and Marketing Research
Ethnographic Research
The study of human behavior in its NATURAL CONTEXT; involves observation of behavior and physical setting.
Notes:
Ethnographic research comes from the field of anthropology, and is becoming popular in commercial marketing research. Ethnographers directly observe the population they are studying to gain richer insights into the culture and behavior of people.

32. The Sampling Procedure
Chapter 8 Decision Support Systems and Marketing Research
Sample
A SUBSET from a large population.
Universe
The POPULATION from which
a sample will be drawn.
Notes:
Once the researchers decide how to collect primary data, the next step is to select the sampling procedures being used. Not all possible users of a new product can be interviewed, therefore a firm must select a sample of the larger population.
The population or universe must first be defined. Then it is determined if the sample must be representative of the population. If the answer is yes, a probability sample is needed.

33. Non-Probability Samples
Sampling Procedure
Chapter 8 Decision Support Systems and Marketing Research
Universe
Sample
Probability Samples
Non-Probability Samples

34. Non-Probability Samples
Types of Samples
Chapter 8 Decision Support Systems and Marketing Research
Probability Samples
Simple Random Sample
Stratified Sample
Cluster Sample
Systematic Sample
Non-Probability Samples
Convenience Sample
Judgment Sample
Quota Sample
Snowball Sample
Notes:
Exhibit 8.4 describes each of these types of samples.

35. Probability Samples Probability Sample Random Sample
Chapter 8 Decision Support Systems and Marketing Research
Probability
Sample
A sample in which every element in
the population has a known statistical likelihood of being selected.
Random
Sample
A sample arranged so that every element of the population has an equal chance of being selected.
Notes:
The most desirable feature of a probability sample is that statistical rules can be used to ensure that the sample represents the population.
One type of probability sample is the random sample—where every element of the population has an equal chance of being selected as part of the sample.

36. Nonprobability Samples
Chapter 8 Decision Support Systems and Marketing Research
Nonprobability
Sample
Any sample in which little or
NO ATTEMPT is made to get a representative cross-section
of the population.
Convenience
Sample
A form of non-probability sample
using respondents who are
CONVENIENT or READILY ACCESSIBLE to the researcher.
Notes:
A nonprobability sample is a sample where little or no attempt is made to get a representative cross section of the population.
A common form of nonprobability sample is the convenience sample, a selection of convenient respondents such as employees, relatives, or friends. Because of their lower cost, nonprobability samples are the basis of much marketing research.

37. Types of Errors Error when there is a DIFFERENCE Measurement
Chapter 8 Decision Support Systems and Marketing Research
Measurement
Error
Error when there is a DIFFERENCE
between the information desired and the information provided by research
Sampling
Error
Error when a sample somehow DOES NOT REPRESENT the target population.
Frame
Error
Error when a SAMPLE drawn from a
population DIFFERS from the
target population.
Notes: Error is common to all surveys, yet it is often not reported or is underreported. When errors are ignored, misleading results can result in poor information and bad decisions.
Whenever a sample is used in marketing research, major types of errors may occur: measurement error and sampling error.
Frame error arises if the sample drawn from a population differs from the target population.
Random error occurs when the selected sample is an imperfect representation of the overall population.
Random
Error
Error because the selected sample is
an IMPERFECT REPRESENTATION of
the overall population.

38. Field Service Firms Provide: Focus group facilities
Chapter 8 Decision Support Systems and Marketing Research
Provide:
Focus group facilities
Mall intercept locations
Test product storage
Kitchen facilities
Retail audits
Notes:
Most primary data is collected by marketing research field service firms.
Field service firms conduct interviews, provide focus-group facilities, mall intercept locations, test product stores, and kitchen facilities to prepare test food products.

39. Analyzing the Data Cross- Tabulation
Chapter 8 Decision Support Systems and Marketing Research
Cross- Tabulation
A method of analyzing data that lets the analyst look at the responses to one question IN RELATION to the responses to one or more other questions.
Notes:
After data is collected, the next step is to analyze data. The purpose of data analysis is to interpret and draw conclusions from the collected data.
Data is organized by one-way frequency counts, cross-tabulations, and sophisticated statistical analysis.
One-way frequency counts record the responses to a question. They provide a general picture of the study’s results.
A cross-tabulation looks at the associations between certain responses, such as association between gender and product choice.

40. Preparing and Presenting the Report What the report should contain
Chapter 8 Decision Support Systems and Marketing Research
Concise statement of the research objectives
Explanation of research design
Summary of major findings
Conclusion with recommendations
Notes:
After data analysis is completed, the report is prepared, and conclusions and recommendations are communicated to management.
The report should be tailored to the audience, beginning with a statement of research objectives, followed by a brief explanation of the research design. A summary of major findings is next, followed by a conclusion with recommendations.

41. Following Up Were the recommendations followed?
Chapter 8 Decision Support Systems and Marketing Research
Were the recommendations followed?
Was sufficient decision-making information included in the report?
What could have been done to make the report more useful to management?
Notes:
The final step in the marketing research process is to follow up. The researcher should determine why management did or did not carry out the recommendations of the report.

42. Steps in a Marketing Research Project

43. The Internet & Marketing Research
Explore the the profound impact of the Internet on marketing research

44. Impact of the Internet Allows better and faster decision making
Chapter 8 Decision Support Systems and Marketing Research
Impact of the Internet
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
Notes:
Online Internet marketing research is being used by 88 percent of U.S. research firms.
The reasons for its success are shown on this slide.

45. Advantages of Internet Surveys
Chapter 8 Decision Support Systems and Marketing Research
Advantages of Internet Surveys
Contact with the
hard-to-reach
Improved respondent
participation
Personalized questions
and data
Reduced costs
Rapid development,
Real-time reporting
Notes:
Rapid development, real-time reporting: Survey results can be tabulated and broadcast in a much shorter time frame.
Reduced costs: Costs can be cut by 25 to 40 percent with results in half the time required for traditional telephone surveys.
Personalized questions and data: Personalization allows relevance to each respondent’s own situation, thus speeding the response process.
Improved respondent participation: Internet surveys take half as much time to complete as phone interviews and can be accomplished at the respondent’s convenience.
Contact with the hard-to-reach: Doctors, management, and high-income professionals are among the most surveyed and the most difficult to reach. Many of these groups are well represented online.

46. Uses of the Internet by Marketing Researchers
Chapter 8 Decision Support Systems and Marketing Research
Uses of the Internet by Marketing Researchers
Other types of marketing research
Conduct focus groups
Administer surveys
Online
Greenfield On-line
Find out how online focus groups work by signing up to be a participant. Check out some of Greenfield’s online surveys in the Survey Center.

47. Internet Samples Unrestricted Internet Sample Screened Recruited
Chapter 8 Decision Support Systems and Marketing Research
Internet Samples
Unrestricted
Internet
Sample
Screened
Recruited
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 PRE-RECRUITED and must
QUALIFY to participate.
LO4

48. Process for Online Focus Groups
Chapter 8 Decision Support Systems and Marketing Research
Process for Online Focus Groups
Build a database of respondents via Web site screening questionnaire
Identify qualified individuals via
Develop a discussion guide
Moderator runs group by typing in questions online for all to see
Environment is similar to a chat room
Firm captures the complete text of the focus group

49. Types of Online Focus Groups
Chapter 8 Decision Support Systems and Marketing Research
Types of Online Focus Groups
Real-time online focus groups
Time-extended online focus groups
Notes:
Real-time online focus groups are live, interactive sessions with four to six participants and a moderator in a chat room format. The session is no longer than 45 to 50 minutes.
Time-extended online focus groups follow a message board format and usually last five to ten days. The 15 to 20 participants must comment at least 2-3 times per day and spend 15 minutes a day logged in to the discussion. This format translates into richer content and deeper insights.

50. Advantages of Online Focus Groups
Chapter 8 Decision Support Systems and Marketing Research
Advantages of Online Focus Groups
Speed
Cost-effectiveness
Broad geographic scope
Accessibility
Honesty

51. Role of Blogs in Marketing Research
Chapter 8 Decision Support Systems and Marketing Research
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).
Notes:
In addition to the Internet uses shown on this slide, blogs are being used. Products, such as BlogPulse, monitors keywords and phrases, detects authors’ sentiments, classifies data in terms of relevance, and uncovers specific facts and data points about products or services.
Another company offering blog monitoring is 3iYing.

52. Other Uses of the Internet by Marketing Researchers
Chapter 8 Decision Support Systems and Marketing Research
Other Uses of the Internet by Marketing Researchers
Viewing of presentations of
marketing research surveys
Publication and distribution
of reports
Data management and
online analysis
Collaboration between client and research supplier
Distribution of requests for
proposals (RFPs) and proposals

53. Impact of the Internet on Marketing Research

54. Scanner-Based Research
Explore the growing importance of scanner-based research

55. Scanner-Based Research
Chapter 8 Decision Support Systems and Marketing Research
Scanner-Based Research
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
Notes:
Scanner-based research is used for gathering information by monitoring the marketing mix and purchase behavior of a single group of respondents.
The two major scanner-based suppliers are Information Resources, Inc. and the A.C. Nielson Company. IRI’s first product is called BehaviorScan, which uses assigned ID cards to track grocery and drugstore purchases of household panel participants.
InfoScan is IRI’s tracking service for consumer goods. Data are collected weekly from more than 32,000 supermarkets, drugstores, and mass merchandisers.

56. Competitive Intelligence
Chapter 8 Decision Support Systems and Marketing Research
Competitive Intelligence
Competitive Intelligence
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
Online
Society for Competitive Intelligence Professionals (SCIP)
Find out more about competitive intelligence at the SCIP Web site. Research a career in CI by checking out the job marketplace at SCIP.

57. Sources of Competitive Intelligence
Internet
Company Salespeople
Experts
CI Consultants
Government Agencies
UCC Filings
Suppliers
Periodicals
Yellow Pages
Trade Shows