1. Marketing Information 04 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

2. Gaining Insights Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

3. Develop Needed Info Research/Intelligence/Databases Assess Info Needs Analyze/Use Info MARKETING INFORMATION SYSTEM Information Users Marketing Environment Information Users MIS Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

4. A good MIS... balances users’ information desires against what they need and what is feasible to offer Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

5. Marketing Info MARKETERS’ INFORMATION SOURCES Internal Databases Marketing Intelligence Marketing Research Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

6. Internal Databases Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

7. Intelligence Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

8. Marketing Research the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation

9. Define problem/ objectives Interpret and report findings MARKETING RESEARCH PROCESS Develop research plan Implement: Collect/ analyze data Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

10. EXPLORATORYDESCRIPTIVECAUSAL Research Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

11. EXPLORATORYCAUSALDESCRIPTIVE Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

12. DESCRIPTIVECAUSALEXPLORATORY Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

13. CAUSALEXPLORATORYDESCRIPTIVE Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Research Objectives

14. MARKETING PROBLEM What is the budget? RESEARCH PLAN What info do we need? How will it be obtained? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

15. Research Options SECONDARYPRIMARY Observational Ethnographic Survey Experimental Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

16. Data Sources Secondary Data Secondary Data Already on-hand Easy and cheap Collected for a different purpose Risks of being inaccurate, old, irrelevant Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

17. Collected for new research plan Tailored to new problem Costly Takes time Primary Data Primary Data Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Data Sources

18. Observational Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

19. Ethnographic Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

20. Survey Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

21. Experimental Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

22. Mail Contact Methods Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

23. Telephone Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

24. Personal Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

25. Personal-Focus Groups Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

26. Online Research Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

27. Sample a segment of the population selected to represent the population as a whole Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

28. Simple random Stratified random Cluster Probability Sample Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

29. Convenience Judgment Quota Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Non-Probability Sample

30. MARKETING RESEARCH INSTRUMENTS Questionnaires Most common Flexible administration Need careful wording Can use closed-end or open-end questions Mechanical Instruments Checkout scanners People meters Physiological measures Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

31. Implementing Collect Information Process Information Analyze Information Interpret Findings Draw ConclusionsReport to Management Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

32. Analyzing/Using Information Customer Relationship Management Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

33. Purchases Sales force contacts Support calls Website visits Satisfaction surveys Customer Touchpoints Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

34. Reporting Findings to Managers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

35. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall