1. Chapter 8

2. To Show Why Retailers Should Research To Examine Retail Information Systems To Describe the Marketing Research Process To Discuss the Data Collection Process

3. Intuition Status Quo Copying a Competitor Talk to Only a Few Assume Past will Continue into Future Why Are These a Problem?

4. Environment Retail Operations Implementation Feedback Strategic Plans Retailer’s Philosophy and Objectives (a) Data collection, analysis, and interpretation Information control center (b) Data storage and retrieval (c) Updating of files

5. Information Organized and Broad Regular Data Collection and Storage Coordinated Strategy New Strategies Devised Quickly

6. Role Internal or Outsource Cost Technology How Much Data Data Dissemination Data Storage

7. Plan Data Base & Components Determine Information Needs Retain Information in Usable & Accessible Format Update Data Base Regularly Analyze Data Base Acquire Necessary Information

8. Internal –Customer –Vendor –Product Category External

9. Data Warehousing Data Mining Micromarketing

10. Data Warehousing Data Mining Executives & Other Company Employees Channel Partners Customers Micromarketing Dissemination of Information

11. Physical Storing Software to Copy & Transfer Data Interactive Software Directory

12. Information Access and Inconsistency Problems Eliminated Quick & Easy Access to Information by All Data Centrally Stored

13. Universal Product Code (UPC) Electronic Data Interchange (EDI)

14. Define Issue or Problem to be Researched Make Recommendations Implement Findings Analyze Data Generate Primary Data Examine Secondary Data

15. Inexpensive Quick Several Sources Information Otherwise Unavailable Results Credible Help Define Issue More Specifically

16. May Not Suit Purposes Incomplete Dated Possible Inaccuracy Possible Poor Data Collection Techniques Reliability Not Always Known

17. Internal –Sales History –Any Information Collected by the Company External –ABI/INFORM –Census Data –Government Publications –Commercial Research Houses –MANY more

18. Fits the Specific Purpose Current Designed to Address the Issue Source is Controlled Methodology Designed for Specific Study No Conflicting Data from Other Sources Reliability Can Be Determined

19. Expensive Time consuming Some Types of Information Cannot Be Acquired Irrelevant Information May Be Collected

20. Internal vs. External Collectors Sampling Methodology –Probability –Nonprobability Data Collection Methods –Survey –Observation –Experiment –Simulation

21. Provide Informal Feedback All Data to Be Collected Onsite Gather Information for Suppliers Pass Along Consumer Buying Characteristics Participate in Single Source Data Collection

22. Why Retailers Should Systematically Collect and Analyze Information for Strategy Development The Role of Retail Information Systems The Marketing Research Process and its Components Retailer’s Role in Data Collection

23. Questions?