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Lamb, Hair, McDaniel
CHAPTER 9
Decision Support Systems and
Marketing Research
2010-2011
2
Explain the concept
and purpose of a
marketing decision
support system
Marketing Decision
Support Systems
LO1
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Marketing Decision
Support Systems
Database
MarketingThe creation of a large
computerized file of customers’
and potential customers’ profiles
and purchase patterns.
The key tool for successful
one-to-one marketing.
LO1
4
Define marketing
research and
explain its
importance to
marketing decision
making
The Role of
Marketing Research
LO2
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The Role of
Marketing Research
Marketing
ResearchThe process of
planning, collecting, a
nd analyzing data
relevant to a
marketing decision.
LO2
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The Role of
Marketing Research
Diagnostic
Predictive
Descriptive Gathering and presenting
factual statements What are consumer attitudes toward our
product?
Explaining data What was impact on sales after change in
package design?
“What if?” How can we use research to predict results
of planned marketing decisions?
LO2
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Why marketing research? Improve quality of
decision making
Trace problems
Focus on keeping
existing customers
Understand changes
in marketplace
The Importance of
Marketing Research
LO2
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Describe the steps involved in conducting a marketing
research project
Steps in a Marketing
Research Project
LO3
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The Marketing Research Process
CollectData
SpecifySamplingProcedure
Plan Design/Primary Data
DefineProblem
AnalyzeData
Prepare/PresentReport
Follow Up
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LO3
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Information previously collected for any
purpose other than the one at hand.
Advantages: 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 of comparison for other data
Secondary Data
LO3
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Disadvantages of
Secondary Data
May not give adequate
detailed information
May not be on target with
the research problem
Quality and accuracy of
data may pose a problem
LO3
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Sources of
Secondary Data
Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
Internal Corporate Information
LO3
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Planning the
Research Design
Which research questions
must be answered?
How and whenwill data be gathered?
How willthe data
be analyzed?
?
LO3
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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
LO3
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Disadvantages of
Primary Data
Expensive
“Piggybacking” may
confuse respondents
Quality declines if
interviews are lengthy
Reluctance to
participate in lengthy
interviews
Disadvantages are usually offset by the advantages of primary data.
LO3
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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
LO3
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Forms of
Survey Research
Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
In-Home Interviews
LO3
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Questionnaire Design
Open-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
An interview question that encourages an answer phrased in respondent’s
own words.
An interview question that asks the respondent to make a selection
from a limited list of responses.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
LO3
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Questionnaire Design
Clear and concise
No ambiguous language
Unbiased
Reasonable terminology
Only one question
Online
http://www.surveymonkey.com/
LO3
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Observation Research
SituationPeople
watching
people
People
watching
phenomena
Machines
watching
people
Machines
watching
phenomena
Example
Mystery
shoppers in
a
supermarket
Observer
at an
intersection
counting
traffic
Video
cameras
recording
behavior
Traffic-counting
machine
monitoring
traffic flow
LO3
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Ethnographic
Research
Ethnographic Research
The study of human behavior
in its natural context; involves
observation of behavior and
physical setting.
LO3
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Virtual Shopping
• Allows customers to “shop” with realistic
complexity and variety
• Tests can be altered quickly
• Computer automatically collects data
Virtual Grocery Store
LO3
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Sampling Procedure
Universe Sample
Probability Samples
Non-Probability Samples
LO3
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Probability Samples
ProbabilitySample
A sample in which every element in the population has a known
statistical likelihood of being selected.
Random Sample
A sample arranged so that every element of the population has an equal chance of being selected.
LO3
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Nonprobability Samples
NonprobabilitySample
Convenience Sample
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
LO3
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Types of Errors
Measurement Error
Error when there is a difference between the information desired and the
information provided by research
Sampling
Error
Error when a sample somehow does not represent the target population.
Frame
Error
Error when a sample drawn from a population differs from the
target population.
Random
Error
Error because the selected sample is an imperfect representation of
the overall population.
LO3
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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 one
or more other questions.
Cross-
Tabulation
LO3
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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
LO3
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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?
LO3
30
Discuss the profound
impact of the Internet
on marketing
research
The Profound Impact of
the Internet on
Marketing Research
LO4
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Impact of the Internet
Allows better and faster decision making
Improves ability to respond quickly to customer
needs and market shifts
Makes follow-up studies and tracking research
easier
Slashes labor- and time-intensive research
activities and costs
LO4
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Advantages of
Internet Surveys
Contact with the hard-to-reach
Improved respondent participation
Personalized questions and data
Reduced costs
Rapid development,Real-time reporting
LO4
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Uses of the Internet by
Marketing Researchers
Other types of marketing research
Conduct focus groups
Administer surveys
Online
http://www.greenfieldonline.com
LO4
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Advantages of Online
Focus Groups
Speed
Cost-effectiveness
Broad geographic
scope
Accessibility
Honesty
LO4
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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
LO4
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Role of Blogs in
Marketing Research
Refined technologies allow
companies to mine data
available in Internet blogs.
Companies can identify the
most influential bloggers
and learn exactly what they
are saying (and how they
are saying it).
LO4
37
Discuss the growing
importance of
scanner-based
research
Scanner-Based Research
LO5
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Scanner-Based Research
A system for gathering information from a single group of
respondents by continuously monitoring the advertising,
promotion, and pricing they are exposed to and the things
they buy.
BehaviorScan InfoScan
Panel information from
Specific groups of people,
enables researchers to
manipulate variables and see
real results
Aggregate consumer
information on all
bar-coded products
LO5
39LO5
Scanner-Based Research
BehaviorScanWith such a measure of household purchasing, it is possible to manipulate marketing variables, such as television advertising or consumer promotions, or to introduce a new product and analyze real changes in consumer buying behavior.
InfoScanRetail sales, detailed consumer purchasing information (including measurement of store loyalty and total grocery basket expenditures), and promotional activity by manufacturers and retailers are monitored and evaluated for all bar-coded products.
Data are collected weekly from more than 34,000 supermarkets, drugstores, and mass merchandisers.
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Explain when
marketing research
should be conducted
When Should Marketing Research Be
Conducted?
LO6
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When Should Marketing
Research Be Conducted?
Where there is a high
level of uncertainty
When value of research
information exceeds the
cost of generating the
information
LO6
42
Explain the concept
of competitive
intelligence
Competitive Intelligence
LO7
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Competitive Intelligence
Online
http://www.scip.org
An intelligence system that helps
managers assess their
competition and vendors in order
to become more efficient and
effective competitors.Competitive
Intelligence
LO7