Chapter 9 MKTG6

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Chapter 1 Copyright 2012 by Cengage Learning Inc. All rights reserved 1

Lamb, Hair, McDaniel

CHAPTER 9Decision Support Systems and

Marketing Research

2012-2013

iStock

photo.com/Zonecreative


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Marketing Decision

Support SystemsAn interactive, flexible computerized information system that

enables managers to obtain and manipulate information as

they are making decisions.

Characteristics:

Interactive

Flexible

Discovery Oriented

Accessible

1 Cengage Learning Inc. 2013. All Rights Reserved.2


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Marketing Decision

Support Systems

DatabaseMarketing

The creation of a large

computerized file of customers

and potential customers profiles

and purchase patterns.



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The Role of

Marketing Research

The process of

planning, collecting, and

analyzing data relevantto a marketing decision.

2

Marketing

Research

Cengage Learning Inc. 2013. All Rights Reserved.4


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The Role of

Marketing Research

Diagnostic

Predictive

DescriptiveGathering and presentingfactual statements

Explaining data

Address what if questions



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CollectData

SpecifySamplingProcedure

Plan Design/Primary Data

DefineProblem

AnalyzeData

Prepare/

PresentReport

Follow Up

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23

4

5

6

7

Exhibit 9.1The Marketing Research

Process



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Sources of

Secondary Data

Government Agencies

Trade and Industry Associations

Business Periodicals

News Media

Internal Corporate Information



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Advantages of

Secondary Data

Saves time and money if on

target

Aids in determining direction

for primary data collection

Pinpoints the kinds of people

to approach

Serves as a basis ofcomparison for other data



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Disadvantages of

Secondary Data

May not give adequate

detailed information

May not be on target withthe research problem

Quality and accuracy of

data may pose a problem



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The New Age of Secondary

Information: The Internet

The rapid development of the

Internet has eliminated much ofthe drudgery associated with the

collection of secondary data.



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Marketing Research Aggregators

Acquire, catalog, reformat, segment, and

resell reports already published by large

and small marketing research firm.

Databases are getting bigger, morecomprehensive, and easier to search.

Some major aggregators are:

mindbranch.com

aarkstore.com

usadata.com



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Planning the

Research Design

Which researchquestions

must be answered?

How and whenwill data be

gathered?

How willthe data

be analyzed?

?



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Primary Data

Information collected for the first time.

Used for solving the particular problem

under investigation.

Advantages: Answers a specific research question

Data are current

Source of data is known

Secrecy can be maintained



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Disadvantages of

Primary Data

Primary data can be very expensive.

Disadvantages areusually offset by theadvantages ofprimary data.



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Survey Research

The most popular technique for

gathering primary data, in

which a researcher interacts

with people to obtain facts,opinions, and attitudes.

Survey Research



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Forms of

Survey Research

Focus Groups

Executive Interviews

Mail Surveys

Telephone Interviews

Mall Intercept Interviews

In-Home Interviews



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Questionnaire Design

Open-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

An interview question that encouragesan answer phrased in the respondents

own words.

An interview question that asksthe respondent to make a selection

from a limited list of responses.

A closed-ended questiondesigned to measure the intensity

of a respondents answer.



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Questionnaire Design

Clear and concise

No ambiguous language

Avoid two questions in one

Avoid leading questions



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Observation Research

A research method that relies on

four types of observation:

people watching people

people watching an activity

machines watching people

machines watching an activity

Observation

Research



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Exhibit 9.3Observational Situations



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Observational Research

Mystery

Shoppers

Behavioral

Targeting (BT)

Researchers posing as customers who gather

observational data about a store.

A form of observation marketing research thatuses data mining coupled with identifying Websurfers by the IP addresses.



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Ethnographic

Research

Ethnographic Research

The study of human behavior

in its natural context; involves

observation of behavior and

physical setting.



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Virtual Shopping

Advantages of virtual shopping:

Creates an environment with a realistic

level of complexity and variety.

Allows quick set up and altering of tests.

Low production costs.

High flexibility.



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Experiments

Experiments are used by researchers togather primary data.

Experiment VariablesPrice

Package design

Shelf space

Advertising theme

Advertising expenditures



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Sampling Procedure

Universe Sample

ProbabilitySamples

Non-ProbabilitySamples



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Types of Samples

ProbabilitySamples

Simple RandomSample

StratifiedSample

Cluster

SampleSystematic

Sample

Non-ProbabilitySamples

ConvenienceSample

JudgmentSample

Quota

SampleSnowballSample



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Probability Samples

ProbabilitySample

A sample in which every element inthe population has a known

statistical likelihood of beingselected.

RandomSample

A sample arranged so that everyelement of the population has anequal chance of being selected.



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Nonprobability Samples

NonprobabilitySample

Convenience

Sample

Any sample in which little orno attempt is made to get a

representative cross-section

of the population.

A form of nonprobability sampleusing respondents who are

convenient or readilyaccessible to the researcher.



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Collecting the Data

Focus group facilities

Mall intercept locations Test product storage

Kitchen facilities

Field Service Firms provide:



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Analyzing the Data

A method of analyzing data that

lets the analyst look at the

responses to one question in

relation to the responses to oneor more other questions.

Cross-

Tabulation



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Preparing and

Presenting the Report

Concise statement of the research

objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations



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Following Up

Were the recommendations followed?

Was sufficient decision-making

information included in the report?

What could have been done to make

the report more useful to

management?



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Impact of the Internet

Under appropriate conditions, can represent

the entire population

Has replaced computer-assisted telephone

interviewing Rated as having the greatest potential for

further growth



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Advantages of

Internet Surveys

Contact with thehard-to-reach

Improved respondent

participation

Personalized questionsand data

Reduced costs

Rapid development,Real-time reporting



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Uses of the Internet by

Marketing Researchers

Other types of marketing research

Conduct focus groups

Administer surveys



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Methods of Collecting Online

Surveys

Web Survey Systems

Survey Design and Web Hosting

Sites

Online Panel Providers


P f O li


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Process for Online

Focus Groups

1. Build a database of respondents via Web site

screening questionnaire

2. Identify qualified individuals via e-mail

3. Develop a discussion guide

4. Moderator runs group by typing in questions online

for all to see

5. Environment is similar to a chat room

6. Firm captures the complete text of the

focus group



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Advantages of Online

Focus Groups

Better participation rates

Cost-effectiveness

Broad geographic scope

Accessibility

Honesty



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Web Community Research

A carefully selected group of consumers

who agree to participate in an ongoing

dialogue with a particular corporation.

Web communities: Engage customers

Achieve customer-derived innovations

Establish brand advocates

Offer real-time results



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Role of Consumer-Generated

Media in Marketing Research

CGM comes from various sources:

blogs, message boards, review sites,

podcasts, etc. CGM is trusted more than traditional

advertising.



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Scanner-Based Research

A system for gathering information from a single group ofrespondents by continuously monitoring the advertising,

promotion, and pricing they are exposed to and the things

they buy.

BehaviorScan InfoScan

Research program that

tracks the purchases of3,000 households

through store scanners in

each research market

Sales-tracking service

for the consumerpackaged-goods

industry



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Scanner-Based Research

BehaviorScanWith such a measure of household purchasing, it is possibleto manipulate marketing variables, such as televisionadvertising or consumer promotions, or to introduce a newproduct and analyze real changes in consumer buyingbehavior.

InfoScanRetail sales, detailed consumer purchasing information(including measurement of store loyalty and total grocerybasket expenditures), and promotional activity by

manufacturers and retailers are monitored and evaluated forall bar-coded products.

Data are collected weekly from more than 70,000supermarkets, drugstores, and mass merchandisers.


Wh Sh ld M k ti


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When Should Marketing

Research Be Conducted?

Depends on managers

perceptions of its quality, price,

and timing

When the expected value of

research information exceeds thecost of generating the information



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Competitive Intelligence

An intelligence system that helps

managers assess their

competition and vendors in order

to become more efficient and

effective competitors.

Competitive

Intelligence (CI)


Sources of


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Sources of

Competitive Intelligence

Internet

Company Salespeople

Industry Experts

CI Consultants

Government Agencies

UCC Filings

Suppliers

Periodicals

Yellow Pages

Trade Shows

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