View
593
Download
0
Embed Size (px)
Citation preview
MANAGING INFORMATION AND MARKETING RESEARCH
Chapter 4
Presented by: Dr. John V. PaduaLyceum of the Philippines University Manila
CHAPTER OBJECTIVES:At the end of the chapter, you are expected to: • Explain the importance of information to the company;• Define marketing research;• Know and understand the importance of marketing research;• Identify and describe the steps in marketing research;• Determine and explain marketing research budget
The Importance of Information
• Companies need information about their:
• Customer needs,• Marketing environment,• Competition.
• Marketing managers don’t need more information, they need better information.
Marketing Information System• An MIS consists of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
• The MIS helps managers to: 1. Assess information needs2. Develop needed information3. Distribute information
Information Managers Would
Like to HaveWhat
They Really Need & What is
Feasible to Offer
Functions of an MIS: Assessing Information Needs
Assessing Information Needs
• A good MIS balances the information users would like against what they really need and what is feasible to offer.
• Sometimes the company cannot provide the needed information because it is not available or due to MIS limitations.
• Have to decide whether the benefits of more information are worth the costs.
Internal DataElectronic Collections of
Information from Data Sources (i.e. Accounting) Within the
Company
MarketingResearch
Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation
MarketingIntelligence
Publicly Available Information about Competitors and the Marketing Environment (i.e.
Technological)
Functions of an MIS: Developing Marketing Information
Information Needed by Managers Can be Obtained From:
Marketing Research ProcessStep 1. Defining the Problem & Research Objectives
ExploratoryResearch
DescriptiveResearch
CausalResearch
Test hypotheses about cause- and-effect relationships.
Gathers preliminary information that will help define the problem
and suggest hypotheses.
Describes things as market potential for a product, or the demographics and consumers’
attitudes.
Marketing Research ProcessStep 2. Developing the Research Plan
Research plan development follows these steps:• Determining the Exact Information Needed
• Developing a Plan for Gathering It Efficiently
• Presenting the Written Plan to Management
Information That Already Exists Somewhere.
+ Obtained More Quickly, Lower Cost.
- Might Not be Usable Data.
Develop the Research PlanGathering Information
Both Must Be:
Relevant
Accurate
Current
Impartial
Information Collected for the Specific Purpose at Hand.
• Information that already exists somewhere:• Internal databases• Commercial data services• Government sources
• Available more quickly and at a lower cost than primary data.
• Must be relevant, accurate, current, and impartial.
Gathering Secondary Data
• Consists of information collected for the specific purpose at hand.
• Must be relevant, accurate, current, and unbiased.• Must determine:
• Research approach• Contact methods• Sampling plan• Research instruments
Primary Data Collection
Observational Research
Gathering data by
observing people,
actions and situations
(Exploratory)
Experimental Research
Using groups of people to determine cause-and-
effectrelationships
(Causal)
Developing the Research Plan Primary Data Collection
Survey Research
Asking individuals
about attitudes, preferences or
buying behaviors
(Descriptive)
Research Approaches
• Mail surveys• Telephone surveys• Personal interviews
• Individual interviewing• Focus group interviewing
• Online marketing research• Surveys• Experiments• Focus groups
Contact Method
• Sample: segment of the population selected to represent the population as a whole.
• Sampling requires three decisions:• Who is to be surveyed?
• Sampling unit • How many people should be surveyed?
• Sample size• How should the people in the sample be chosen?
• Sampling procedure
• Probability vs. non-proability samples
Sampling Plan
Develop the Research Plan Primary Data Collection
Mechanical Devices• People Meters• Supermarket Scanners• Galvanometer• Eye Cameras
Questionnaire• What questions to ask?• Form of each question?• Closed-end• Open-end
• Wording?• Ordering?
Research Instruments
• Collecting the data• Most expensive phase• Subject to error
• Processing the data• Check for accuracy• Code for analysis
• Analyzing the data• Tabulate results
Implementing Research Plan
Collecting the Data
Processing theData
Analyzing theData
Research Plan
Marketing Research ProcessStep 3. Implementing the Research Plan
Marketing Research ProcessStep 4. Interpreting and Reporting Findings
Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by
Management.
Step 1. Interpret the Findings
Step 2. Draw Conclusions
Step 3. Report to Management