marketing my slides 05

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Chapter 5:

Marketing InformationSystems & MarketingResearch

There are two kinds of knowledge:

knowledge in your mind &knowledge of where you can find

the information you need.


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The marketing information system (MIS)

Assessing information needs

Developing information

Marketing research processing

Information analysis Distributing information

Outline


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Chapter ObjectivesExplain the concept of the marketing

information system

Identify the different kinds of information the

company might use

Outline the marketing research process,including defining the problem and research

objectives, developing the research plan,implementing the research plan, andinterpreting and reporting the findings.


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Marketing Information SystemConsists of people, equipment, and procedures to gather,

sort, analyze, evaluate, and distribute needed, timely,and accurate information to marketing decisionmakers.

1. Assessing information needs: a good MIS system

balances information that we would like to haveagainst that which is really needed and feasible toobtain.

2. Developing information: four main sources/types.

1. Internal Records Information2. Marketing Intelligence

3. Marketing Research

4. Information Analysis

3. Distributing information to decision makers.


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The Marketing InformationSystem


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Assessing Information Needs Pizza Hut wants to launch a new pizza but needs

feedback from the customers.

Treasure Island wants to evaluate its market position.

Burger King develops two TV commercials andwonder which one would be more effective.

You are going to start your own business in aparticular city and you have to make concept andlocation decisions.


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Developing InformationMain Sources and Types

1. Internal records information

2. Marketing intelligence

3. Marketing research

Information analysis


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Internal Records Guest information trends (booking patterns,

cancellations, occupancy patterns)

Guest information management(e.g., guestcomment cards, listening to and speaking with

guests, mystery shoppers, P.O.S. information

Example: Las Vegas Hilton) Corporate customer and marketing intermediary

information(e.g., customer and prospective customer

databases)

Developing Information


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Marketing IntelligenceEveryday information from internal and external sources about

developments in the marketing environment that helps managers to

prepare and adjust marketing plans and short-run tactics.

Internal sources of marketing intelligence

- Gathered by company executives, and other employees

External sources of marketing intelligence-Macromarket information, competitive, new innovation and trends

Sources of competitive information- Annual reports, trade magazines, press releases, andadvertisements

Commercial sources of marketing information- On-line databases of information services, electronic yellow pages



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Marketing ResearchA process used to identify and define marketing opportunities

and problems, to monitor and evaluate marketing actionsand performance, and to communicate research findings tomanagement.

Example: When McDonalds decided to add salads to its menu, its planners

needed to research customers preferences for types of vegetables

and dressings.

Most common activities: market share analysis, market potentials

sales analysis, business trends, short-range forecasting, competitive

Product studies, long-range forecasting, testing of existing products.

1. Own researchers

2. Outside researchers



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Interpretingand reporting

the findings

Implementingthe researchplan -- collectingand analyzingthe data

Developing theresearch planfor collecting

information

Defining theproblem andresearch

objectives

Marketing Research Process

Steps in the Marketing Research Process:

Objectives:Exploratory

Descriptive

Causal

Secondary data vs.primary data

Sample vs.population

Research

Approaches

Put the plan intoaction collect andanalyze the data

Interpret thefindings-drawconclusionsand report tomanagement


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Exploratory Research Descriptive Research Causal Research

(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)

Our sales are declining and What kind of people are buying Will buyers purchase more of

we dont know why. our product? Who buys our our products in a new package?

competitors product?

Would people be interested Which of two advertising

in our new product idea? What features do buyers prefer campaigns is more effective?in our product?

Defining the Problem and Research Objectives



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Develop Research Plan Secondary vs Primary Data

Research Approaches

Observation Method Survey Method

Experimental Method

Contact Methods

(Mail, telephone, personal, internet) Sampling Plan

Research Instruments

Presenting the Research Plan



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Information That

Already ExistsSomewhere.

+ Obtained More

Quickly, Lower Cost.- Might Not be

Usable Data.

Develop the Research PlanSecondary vs. Primary Data

Both MustBe:

Relevant

Accurate

Current

Impartial

InformationCollected for theSpecific Purposeat Hand.


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ObservationalResearch

Gathering data

by observingpeople,

actions andsituations

(Exploratory)

ExperimentalResearch

Using groups ofpeople to

determinecause-and-effect

relationships(Causal)

Develop the Research PlanResearch Approaches

SurveyResearch

Askingindividuals

about attitudes,preferences or

buyingbehaviors

(Descriptive)


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Develop the Research PlanSampling Plan

Who is to besurveyed?

(What SamplingUnit?)

How manyshould besurveyed?

How should thesample bechosen?

Probability orNon-probability

sampling?

Sample -representativesegment of the

population


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Research InstrumentsStructured or Unstructured

Interview (structured or unstructured)

Mechanical Devices (Tape record, video) Structured (Questionnaire)

Presenting the Research Plan

Summarize the plan in a written proposal



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Implement the Research PlanPutting plan into action

Collecting the data

Process the data Analyzing the Data

Interpret and Report the Findings

Turn data into information Interpret the findings

Draw conclusions

Report findings and conclusions



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Information AnalysisThis involves further and more detailed analysis of

marketing intelligence and marketing research

data (sometimes this is called secondary

analysis of primary data) through:

1. Advanced statistical analysis

2. Mathematical models


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Distributing Information Information has no value until managers use it to

make better decisions.

It must reach the appropriate managers at the right

time.

Often information arrives too late to be useful.


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Next

Chapter Six

Consumer Markets and

Consumer BuyingBehavior

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