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Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

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Presentation on theme: "Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall."— Presentation transcript:

1 Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

2 Internal Company Data Acquired Databases Marketing Intelligence Marketing Research MIS Computer Hardware and Software DATA TYPES Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Information for Marketing Decisions

3 Internal Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4 Marketing Intelligence Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

5 Marketing Research

6 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Acquired Acquired Data

7 Marketing Manager MDSS Statistical/Modeling Software MIS Data Information Needed for Decision Making MARKETING DECISION SUPPORT SYSTEM Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Interactive Software

8 Data Mining Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

9 Define problem/objectives MARKETING RESEARCH PROCESS Determine research design Choose data collection method Design the sample Collect the data Analyze data Prepare report Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

10 1: Define Research Problem Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

11 2: Determine Research Design Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

12 Research Designs SECONDARYPRIMARY Exploratory Descriptive Causal Copyright © 2021 Pearson Education, Inc. Publishing as Prentice Hall Internal External

13 Data Sources Secondary Data Secondary Data Already on-hand Easy and cheap Collected for a different purpose Risks of being inaccurate, old, irrelevant Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

14 Collected for new research plan Tailored to new problem Costly Takes time Primary Data Primary Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Data Sources

15 EXPLORATORYDESCRIPTIVECAUSAL Research Options Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

16 EXPLORATORYCAUSALDESCRIPTIVE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Research Options

17 Interviews/Focus Groups Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Exploratory

18 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

19 Ethnography Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

20 DESCRIPTIVECAUSALEXPLORATORY Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Research Options

21 CAUSALEXPLORATORYDESCRIPTIVE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Research Options

22 3: Research Method Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

23 Survey Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

24 Mail Surveys Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

25 Phone Surveys

26 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Face to Face Interviews

27 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Research

28 Observation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

29 Observation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

30 4: Design Sample Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall

31 Simple random Stratified random Probability Sample Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

32 Convenience Quota Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Non-Probability Sample

33 5: Collect Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

34 6: Analyze Data Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

35 7: Prepare Report

36 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

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