1. Chapter 8 Improving Decisions with Marketing Information

2. Radical Changes are Underway in Marketing Information
Marketing Information System
(MIS) +
Intranet
DSS

3. Why we need marketing research ?
Ever changing needs In dynamic markets

4. Marketing Research To get the facts Who does the work
Effective research requires cooperation

5. Five-Step Approach to Marketing Research
Defining the problem
Analyzing the situation
Getting problem-specific data
Interpreting the data
Solving the problem
5 step

6. Five-Step Scientific Approach to Marketing Research Process
Early
identification
of solution
Getting
Problem-
Specific data
Defining the
problem
Analyzing the
situation
Interpreting
the data
Solving the
problem
Feedback to previous steps

7. Step 1- Defining the Problem
Finding the right problem level almost solves the problem
Don’t confuse problems with symptoms
Setting research objectives may require more understanding
Define

8. Step 2 – Analyzing the Situation
What information do we already have?
Secondary data & Primary data
Search engines -Yahoo.com
Government data & Private sources
Determine what else is needed – research proposal

9. Step3 Getting Problem-Specific Data
Gathering primary data
There are two basic methods for obtaining information about customers：
Questioning； Observing
Questioning：
range qualitative to quantitative research
Observing：
many kinds are possible

10. Qualitative Research VS Quantitative Research
Seeks in-depth,open-ended responses,not yes or no answers.
Qualitative questioning
─open-ended with a hidden purpose
Interview ex ： mall intercept

11. Observing
Focuses on a well-defined problem
Observing is common in advertising research
Checkout scanners see a lot
Experimental method controls conditions

12. Focus Group
which involves interviewing 6 to 10 people in an informal group setting
The focus group also uses open-ended questions,but here the interviewer wants to get group interaction─to stimulate thinking and get
immediate reactions.

13. Quantitative Research
Quantitative measures of attitudes too
Surveys come in many forms：
Mail：strength：common,convenient,
weakness：response rate is low
Telephone ：
strength：fast and effective
weakness：is not a good contact to get confidential
personal information

14. Personal interview：
strength：can be in-depth
weakness：people won’t give an answer because culture or they consider embarrassing
：strength：fast ,convenient ,24hours
weakness：the information is true or not

15. Half of the people see Ad#1
Difference in Response
between
the two
groups
Half of the people see Ad#1
Mean for group who saw Ad#1=3.2
Represent-ative group of customers
Half of the people see Ad#2
Mean for group who saw Ad#2=4.6 1 2 3 4 5
Groups of people are similar except for the ad they see
Average product interest rating by group

16. Step 4 Interpreting the Data Step 5 Solving the Problem
Cross-tabulation
Random samples tend to be representative
Validity problems can destroy research
Poor interpretation can destroy research
Marketing manager and researcher should work together
The last step is solving the problem

17. International Marketing Research
Research contributes to international success
Avoid mistakes with local researchers
Some coordination and standardization makes sense

18. DSS
Decision Support System--DSS
DSS put managers online
Back

19. MIS - Marketing Information System
An organized way of continually gathering, accessing, and analyzing information.
Get more information – faster & easier
Questions
&
Answers
Information
sources
Decision
maker
Results
Back

20. Have You Moved in the Last Year
Answer： No Yes Total
Yes % % %
Do you have “Caller ID” on your phone at home？
No % % %
Total % % %
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