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Mkt Info System & Mkt Research

Date post: 10-Apr-2018
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    MKIS - Marketing Information Systems

    What is Marketing information systems

    What are the different Components of an electronic

    MKIS

    Marketing Research

    What is Marketing Research?

    Process Terminology used

    Techniques of conducting Market research

    Marketing Information Systems&

    Marketing Research

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    What is Marketing InformationSystem?

    Marketing Information System is a set of

    procedures and methods for the regular,

    planned collection, analysis andpresentation of information for use in

    marketing decisions

    American Marketing Association

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    The components of a computerised

    MKIS

    Model

    Bank

    Data Bank

    Statistical

    BankMKIS

    Display

    unit

    Marketing

    Manager

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    Marketing Research

    The systematic gathering, recording and

    analysing of data about problems relating

    to the marketing of goods and services

    American Marketing Association

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    The Marketing Research Process

    a. Set objectives

    b. Define research Problem

    c. Assess the value of the research

    d. Construct a research proposale. Specify data collection method

    f. Specify techniques of measurement

    g. Select the sample

    h. Data collection

    i. Analysis of results

    j. Present in a final report

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    Can be broken down to five major

    steps

    a. Setting objectives of the research

    b. Research Design

    c. Data collectiond. Data Analysis

    e. Report presentation

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    Terminology of Marketing Research

    Primary data - collected firsthand

    Secondary data - already exists,

    Quantitative research Based on statisticalapproach

    Qualitative research subjective & personal

    sampling - studying part of a population tolearn about the whole

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    Marketing Research Techniques

    Interviews

    face-to-face

    telephone

    postal questionnaire

    Attitude measurement cognitive component (know/believe about an

    act/object)

    affective component (feel about an act/object)

    Conative component (behave towards an object or act)

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    Likert scale strongly agree

    agree

    neither agree nor disagree

    disagree

    strongly disagreeEx: The food served in the canteen is hygienic and

    nutritious.

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    Semantic differential scales

    A Seven point scale:

    To find out the attitude of respondents on anyissue:

    For example:

    Excellent V poor

    3 2 1 0 -1 -2 -3

    Severe Leneiant

    Sociable Unsociable

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    Projective techniques

    Projective techniques

    sentence completion

    psychodrama (yourself as a product) friendly martian (what someone else

    might do)

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    Telephone research

    Observation

    home audit

    direct observation

    In-store testing

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    Group discussion and focus group

    Postal research questionnaires

    Diary panels - sources of continuous data

    In-home scanning - hand-held light pen to

    scan barcodes


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