8/14/2019 Chapter 9 MKTG6
1/45
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
8/14/2019 Chapter 9 MKTG6
2/45
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
8/14/2019 Chapter 9 MKTG6
3/45
Marketing Decision
Support Systems
DatabaseMarketing
The creation of a large
computerized file of customers
and potential customers profiles
and purchase patterns.
1 Cengage Learning Inc. 2013. All Rights Reserved.3
8/14/2019 Chapter 9 MKTG6
4/45
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
8/14/2019 Chapter 9 MKTG6
5/45
The Role of
Marketing Research
Diagnostic
Predictive
DescriptiveGathering and presentingfactual statements
Explaining data
Address what if questions
2 Cengage Learning Inc. 2013. All Rights Reserved.5
8/14/2019 Chapter 9 MKTG6
6/45
CollectData
SpecifySamplingProcedure
Plan Design/Primary Data
DefineProblem
AnalyzeData
Prepare/
PresentReport
Follow Up
1
23
4
5
6
7
Exhibit 9.1The Marketing Research
Process
Cengage Learning Inc. 2013. All Rights Reserved.6
8/14/2019 Chapter 9 MKTG6
7/45
Sources of
Secondary Data
Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
Internal Corporate Information
3 Cengage Learning Inc. 2013. All Rights Reserved.7
8/14/2019 Chapter 9 MKTG6
8/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.8
8/14/2019 Chapter 9 MKTG6
9/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.9
8/14/2019 Chapter 9 MKTG6
10/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.10
8/14/2019 Chapter 9 MKTG6
11/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.11
8/14/2019 Chapter 9 MKTG6
12/45
Planning the
Research Design
Which researchquestions
must be answered?
How and whenwill data be
gathered?
How willthe data
be analyzed?
?
3 Cengage Learning Inc. 2013. All Rights Reserved.12
8/14/2019 Chapter 9 MKTG6
13/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.13
8/14/2019 Chapter 9 MKTG6
14/45
Disadvantages of
Primary Data
Primary data can be very expensive.
Disadvantages areusually offset by theadvantages ofprimary data.
3 Cengage Learning Inc. 2013. All Rights Reserved.14
8/14/2019 Chapter 9 MKTG6
15/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.15
8/14/2019 Chapter 9 MKTG6
16/45
Forms of
Survey Research
Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
In-Home Interviews
3 Cengage Learning Inc. 2013. All Rights Reserved.16
8/14/2019 Chapter 9 MKTG6
17/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.17
8/14/2019 Chapter 9 MKTG6
18/45
Questionnaire Design
Clear and concise
No ambiguous language
Avoid two questions in one
Avoid leading questions
3 Cengage Learning Inc. 2013. All Rights Reserved.18
8/14/2019 Chapter 9 MKTG6
19/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.19
8/14/2019 Chapter 9 MKTG6
20/45
Exhibit 9.3Observational Situations
Cengage Learning Inc. 2013. All Rights Reserved.20
8/14/2019 Chapter 9 MKTG6
21/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.21
8/14/2019 Chapter 9 MKTG6
22/45
Ethnographic
Research
Ethnographic Research
The study of human behavior
in its natural context; involves
observation of behavior and
physical setting.
3 Cengage Learning Inc. 2013. All Rights Reserved.22
8/14/2019 Chapter 9 MKTG6
23/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.23
8/14/2019 Chapter 9 MKTG6
24/45
Experiments
Experiments are used by researchers togather primary data.
Experiment VariablesPrice
Package design
Shelf space
Advertising theme
Advertising expenditures
3 Cengage Learning Inc. 2013. All Rights Reserved.24
8/14/2019 Chapter 9 MKTG6
25/45
Sampling Procedure
Universe Sample
ProbabilitySamples
Non-ProbabilitySamples
3 Cengage Learning Inc. 2013. All Rights Reserved.25
8/14/2019 Chapter 9 MKTG6
26/45
Types of Samples
ProbabilitySamples
Simple RandomSample
StratifiedSample
Cluster
SampleSystematic
Sample
Non-ProbabilitySamples
ConvenienceSample
JudgmentSample
Quota
SampleSnowballSample
3 Cengage Learning Inc. 2013. All Rights Reserved.26
8/14/2019 Chapter 9 MKTG6
27/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.27
8/14/2019 Chapter 9 MKTG6
28/45
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.
3 Cengage Learning Inc. 2013. All Rights Reserved.28
8/14/2019 Chapter 9 MKTG6
29/45
Collecting the Data
Focus group facilities
Mall intercept locations Test product storage
Kitchen facilities
Field Service Firms provide:
3 Cengage Learning Inc. 2013. All Rights Reserved.29
8/14/2019 Chapter 9 MKTG6
30/45
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
3 Cengage Learning Inc. 2013. All Rights Reserved.30
8/14/2019 Chapter 9 MKTG6
31/45
Preparing and
Presenting the Report
Concise statement of the research
objectives
Explanation of research design
Summary of major findings
Conclusion with recommendations
3 Cengage Learning Inc. 2013. All Rights Reserved.31
8/14/2019 Chapter 9 MKTG6
32/45
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?
3 Cengage Learning Inc. 2013. All Rights Reserved.32
8/14/2019 Chapter 9 MKTG6
33/45
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
4 Cengage Learning Inc. 2013. All Rights Reserved.33
8/14/2019 Chapter 9 MKTG6
34/45
Advantages of
Internet Surveys
Contact with thehard-to-reach
Improved respondent
participation
Personalized questionsand data
Reduced costs
Rapid development,Real-time reporting
4 Cengage Learning Inc. 2013. All Rights Reserved.34
8/14/2019 Chapter 9 MKTG6
35/45
Uses of the Internet by
Marketing Researchers
Other types of marketing research
Conduct focus groups
Administer surveys
4 Cengage Learning Inc. 2013. All Rights Reserved.35
8/14/2019 Chapter 9 MKTG6
36/45
Methods of Collecting Online
Surveys
Web Survey Systems
Survey Design and Web Hosting
Sites
Online Panel Providers
4 Cengage Learning Inc. 2013. All Rights Reserved.36
P f O li
8/14/2019 Chapter 9 MKTG6
37/45
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
4 Cengage Learning Inc. 2013. All Rights Reserved.37
8/14/2019 Chapter 9 MKTG6
38/45
Advantages of Online
Focus Groups
Better participation rates
Cost-effectiveness
Broad geographic scope
Accessibility
Honesty
4 Cengage Learning Inc. 2013. All Rights Reserved.38
8/14/2019 Chapter 9 MKTG6
39/45
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
4 Cengage Learning Inc. 2013. All Rights Reserved.39
8/14/2019 Chapter 9 MKTG6
40/45
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.
4 Cengage Learning Inc. 2013. All Rights Reserved.40
8/14/2019 Chapter 9 MKTG6
41/45
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
5 Cengage Learning Inc. 2013. All Rights Reserved.41
8/14/2019 Chapter 9 MKTG6
42/45
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.
5 Cengage Learning Inc. 2013. All Rights Reserved.42
Wh Sh ld M k ti
8/14/2019 Chapter 9 MKTG6
43/45
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
6 Cengage Learning Inc. 2013. All Rights Reserved.43
8/14/2019 Chapter 9 MKTG6
44/45
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)
7 Cengage Learning Inc. 2013. All Rights Reserved.44
Sources of
8/14/2019 Chapter 9 MKTG6
45/45
Sources of
Competitive Intelligence
Internet
Company Salespeople
Industry Experts
CI Consultants
Government Agencies
UCC Filings
Suppliers
Periodicals
Yellow Pages
Trade Shows