1. 1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Prepared by Deborah Baker Texas Christian University 7 Decision Support Systems and Marketing Research

2. 2 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Learning Objectives 1.Explain the concept and purpose of a marketing decision support system 2. Define marketing research and explain its importance to marketing decision making 3. Describe the steps involved in conducting a marketing research project

3. 3 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Learning Objectives (continued) 4. Discuss the profound impact of the Internet on marketing research 5. Discuss the growing importance of scanner- based research 6. Explain the concept of competitive intelligence

4. 4 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 DSS System Characteristics Interactive Flexible Discovery-Oriented Accessible 1

5. 5 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7Diagnostic Predictive Descriptive Roles of Marketing Research 2

6. 6 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Management Uses of Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the ever-changing marketplace Online http://ups.com2

7. 7 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 The Marketing Research Process CollectDataCollectData SpecifySamplingProcedureSpecifySamplingProcedure Plan Design/ Primary Data Plan Design/ Primary Data DefineProblemDefineProblemAnalyzeDataAnalyzeData Prepare/PresentReportPrepare/PresentReport Follow Up 3

8. 8 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Marketing Research Entails… 3 Marketing Research Requires Marketing Research Requires Marketing Research Problem Marketing Research Problem Marketing Research Objective Marketing Research Objective Management Decision Problem Management Decision Problem

9. 9 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Sources of Secondary Data Government Agencies Trade and Industry Associations Marketing Research Firms Commercial Publications News Media Internal Corporate Information 3

10. 10 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Planning the Research Design Which research questions must be answered? How and when will data be gathered? How will the data be analyzed? ? ? 3

11. 11 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Forms of Survey Research Focus Groups Executive Interviews Mail Surveys Telephone Interviews Mall Intercept Interviews In-Home Interviews 3

12. 12 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Observation Research Mystery Shoppers One-Way Mirrors Types of Observation Research Audits Machines Watching People People Watching People People Watching an Activity Traffic Counters Passive People Meter 3 Mystery Shoppers One-Way Mirrors Types of Observation Research Audits Machines Watching People People Watching People People Watching an Activity Traffic Counters Passive People Meter

13. 13 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Sampling Procedure Universe Sample Probability Samples Non-Probability Samples 3

14. 14 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Types of Samples Probability Samples Simple Random Sample Stratified Sample Cluster Sample Systematic Sample Non-Probability Samples Convenience Sample Judgment Sample Quota Sample Snowball Sample 3

15. 15 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Types of Errors Types of Errors That Affect Marketing Research Results Types of Errors That Affect Marketing Research Results Measurement Sampling Frame Random 3

16. 16 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Main Uses of the Internet by Marketing Researchers 4 Other marketing research Conduct focus groups Administer surveys

17. 17 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Internet Samples UnrestrictedUnrestrictedScreenedScreened RecruitedRecruited 4

18. 18 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Sources of Competitive Intelligence Internet Company Personnel Experts CI Consultants Government Agencies UCC Filings Suppliers Periodicals Yellow Pages Trade Shows 6