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7/31/2019 1. MIS,IRS, Marketing Research System
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MARKETING MANAGEMENTUnit II: Marketing Information System: Internal recordSystem, Marketing Research System
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THE NEED FOR INFORMATION
The marketing environment is changing at anaccelerating rate.many business firms lack information sophistication.Many lack a marketing research department .Others have departments that limit work to routineforecasting, sales analysis, and occasional surveys.managers complain about not knowing where critical
information is located in the company;
getting too much information that they cant use andtoo little that they really need;getting important information too late ; and doubting the
informations accuracy.
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M ARKETING I NFORMATION S YSTEM
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort,analyze, evaluate, and distribute needed, timely, andaccurate information to marketing decision makersThe information is developed through
1. Internal company records2. Marketing intelligence activities3. Marketing research
4. Marketing decision support analysis
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1.INTERNAL COMPANY RECORDS
Marketing managers rely on internal reports on orders,sales, prices, costs, inventory, receivables and payablesand so on to analyze the information and spot outopportunities and problemsInternal company records
The Order-to- payment cycleSales Information Systems
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2. M ARKETING INTELLIGENCE ACTIVITIES
It supplies happenings dataA marketing intelligence system is a set of proceduresand sources used by managers to obtain everydayinformation about developments in the marketingenvironmentHow marketing managers collect this information?
Reading booksNewspapersTrade publicationstalking to the customers and the suppliers and distributors
Meeting with other company managers
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S TEPS TO IMPROVE THE QUALITY OF THE COMPANY S MARKETING INTELLIGENCE
it can train and motivate the sales force to spot and reportnew developmentsit can motivate distributors, retailers and otherintermediaries to pass along important intelligence,companies hire specialists, mystery shoppersit can learn about competitors by purchasing theirproducts, attending open houses and trade shows, readingcompetitor's published reports etc.,it can setup a customer advisory panel made up of
representative customers. Ex: Hitachi Data Systems- 3 daymeeting every 9 monthsit can purchase information from outside suppliersIt can establish marketing information center to collect andcirculate marketing Intelligence.
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3.M ARKETING RESEARCH (DEFINED )
Systematic design, collection,analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
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MARKETING RESEARCH : D EFINITION Many definitions of Marketing Research:
Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. (Philip Kotler)
the systematic gathering, recording and analyzing of all data about problems relating to the marketing of goods and services. [The American Marketing Association]
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TYPES OF M ARKETING RESEARCH F IRMS
Syndicated-service Custom
Specialty-line
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TYPES OF M ARKETING RESEARCH F IRMS
Syndicated-Service research firmsthese firms gather consumer and trade information,
which they sell for a fee ( IMRB,NORMA inKerala)
Custom Marketing Research Firmsthese firms are hired to carry out specific projects
design the study and report the findings
Specialty-line Marketing Research Firms specialized research services like field serviceinterviewing
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THE M ARKETING RESEARCH P ROCESS
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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MARKETING RESEARCH ...Can help the marketing manager to:
(1) Identify and define marketing problems andopportunities accurately;
(2) Understand markets and customers and offerreliable prediction about them;
(3) Develop marketing strategies and actions toprovide a competitive edge; and refine andevaluate them;
(4) Facilitate efficient expenditure of funds;
(5) Monitor marketing performance; and
(6)Improve the understanding of marketing as aprocess.
Is important because of
Rapid changingmarketingenvironment;Need for up-to-dateinformation for
strategically importantareas;Importance of researchas an integral part ofbetter operation.
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THE M ARKETING RESEARCH P ROCESS
Defining theproblem andresearch
objectives
Developing theresearch planfor collecting
information
Implementingthe researchplan -- collectingand analyzingthe data
Interpretingand reportingthe findings
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S TEP 1: D EFINE THE P ROBLEM Define the problemSpecify decision alternatives
State research objectives
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S TEP 1: D EFINE THE RESEARCH PROBLEM I
The very first, and the most important step in research:
A problem well -defined is half solvedNature of the problem determines the type of study toconduct.Symptoms, for example, declining sales, profit, marketshare, or customer loyalty are not problems.
A research problem must be accurately and precisely defined, otherwise the task of designing a good research is difficult. Marketing problems may be difficulty-related or opportunity-related. For both, the prerequisite of defining the problem isto identify and diagnose it.
Conduct situation analysis. It provides the basic motivation and momentumfor further research.
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S TEP 1: D EFINE THE RESEARCH PROBLEM II Get the right answer to the question:
What exactly does the firm want (or need) to know? The basic question to address is:
How to know that there is a problem? Problems may become apparent from:
deviation from the business plan, company records andreports, customer complaints and grievances, conversationswith company employees, and observation of inappropriatebehavior or conditions in the firm;the success of the firms competitors, and published materialsreporting issues such as, changes in market or environmentaltrends, new government regulations, anticipated changes in theeconomy, etc.
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S TEP 1: D EFINE THE RESEARCH PROBLEM III Once the symptoms of a problem are detected..
Conduct some initial fact finding to determine the nature of thetrue problem.Talk to others about the problem and conducting a preliminaryliterature search on the topic.
In the initial stage, a problem may be recognized in a very
broad and general form only. This may restrict the researchprogram from being comprehensively designed.Both the researcher and the marketing manager (or theresearch client ) need to work together to formulate theproblem into a precise and definite statement.
This fact-finding exercise helps the researcher to refine hiseducated guess to a more accurate problem statement.
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M ARKETING RESEARCH P ROCESS S TEP 1. D EFINING THE P ROBLEM & RESEARCH OBJECTIVES
ExploratoryResearch
DescriptiveResearch
CausalResearch
Test hypotheses about cause-and-effect relationships.
Gathers preliminary informationthat will help define the problem
and suggest hypotheses.
Describes things as marketpotential for a product or the
demographics and consumers attitudes.
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S TEP 2: D EVELOP THE RESEARCH P LAN
DataSources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
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Information That Already ExistsSomewhere.
+ Obtained More
Quickly, Lower Cost.- Might Not be
Usable Data.
S TEP 2. D EVELOP THE RESEARCH P LAN 1.D ATA SOURCES
Both MustBe:
Relevant
Accurate
Current
Impartial
InformationCollected for theSpecific Purposeat Hand.
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S TEP 2. D EVELOP THE RESEARCH P LAN
2 . Research Approachesprimary data can be collected in 5 ways
Observational research :researchers can gather fresh data by observing the relevantactors and settings, as they shop or consume products.Equip pagersInformal interview sessions
PhotographsEthnographic Research: it's a type of observational researchapproach that uses concepts and tools from anthropology andother social science disciplines to provide deep understandingof how people live and workImmerse the researcher into the consumers lives to uncover unarticulated desires that might not surface in any other form of
researchFocus group researchBehavioral research
Survey researchExperimental research
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ObservationalResearch
Gathering data
by observingpeople,actions andsituations
(Exploratory)
ExperimentalResearch
Using groups of people to
determinecause-and-effectrelationships
(Causal)
S TEP 2. D EVELOP THE RESEARCH P LAN P LANNING P RIMARY D ATA COLLECTION
SurveyResearch
Askingindividuals
about attitudes,preferences or
buyingbehaviors
(Descriptive)
Research Approaches
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FOCUS GROUP IN S ESSION
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RESEARCH APPROACHES
Observation
Focus Group
Survey
Behavioral Data
Experimentation
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3.R ESEARCH INSTRUMENTS
QuestionnairesQualitative MeasuresTechnological Devices
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QUESTIONNAIRE DOS AND DON TS
Ensure questions arefree of biasMake questions simpleMake questionsspecific
Avoid jargon Avoid sophisticated
words Avoid ambiguouswords
Avoid negatives Avoid hypotheticals Avoid words that couldbe misheardUse response bandsUse mutually exclusivecategories
Allow for other infixed responsequestions
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QUESTION TYPES DICHOTOMOUS
In arranging this trip, did you contact American Airlines?
Yes No
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QUESTION TYPES MULTIPLE CHOICE
With whom are you traveling on this trip?
No one
SpouseSpouse and children
Children only
Business associates/friends/relatives
An organized tour group
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QUESTION TYPES LIKERT S CALE
Indicate your level of agreement with thefollowing statement: Small airlines generally givebetter service than large ones.
Strongly disagree
Disagree
Neither agree nor disagreeAgree
Strongly agree
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QUESTION TYPES S EMANTIC DIFFERENTIAL
American Airlines
Large ....Small
Experienced..Inexperienced Modern...Old -fashioned
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QUESTION TYPES IMPORTANCE S CALE
Airline food service is _____ to me.
Extremely important
Very importantSomewhat important
Not very important
Not at all important
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QUESTION TYPES R ATING S CALE
American Airlines food service is _____.
Excellent
Very goodGood
Fair
Poor
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QUESTION TYPES INTENTION TO BUY S CALE
How likely are you to purchase tickets on American Airlines if in-flight Internet accesswere available?
Definitely buyProbably buy
Not sure
Probably not buy
Definitely not buy
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QUESTION TYPES COMPLETELY UNSTRUCTURED
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QUESTION TYPES WORD ASSOCIATION
What is the first word that comes to your mindwhen you hear the following?
Airline ________________________
American _____________________
Travel ________________________
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QUESTION TYPES S ENTENCE COMPLETION
When I choose an airline, the most importantconsideration in my decision is:
_____________________________________
_____________________________________ _____________________________________ _____________________________________ _____________________________________
_____________________________________ __________________.
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QUESTION TYPES S TORY COMPLETION
I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the following
thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________
_______________________________________ _______________________________________ _______________________________________
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QUESTION TYPES P ICTURE (E MPTY B ALLOONS )
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QUESTION TYPES THEMATIC APPERCEPTION TEST
Make up a story that reflects what you think ishappening in this picture.
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QUALITATIVE MEASURES
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
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TECHNOLOGICAL DEVICES
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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NIELSEN OUTDOOR LEVERAGES GPS TO TRACK BILLBOARD REACH
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4. S AMPLING P LAN
Sampling unit: Who is to be surveyed?Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents bechosen?
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T ABLE 4.2 T YPES OF S AMPLES
Probability SamplesSimple randomStratified random
Cluster
Nonprobability SamplesConvenienceJudgment
Quota
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4. C ONTACT METHODS
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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P ROS AND CONS OF ONLINE RESEARCH
AdvantagesInexpensiveFast
Accuracy of data, evenfor sensitive questionsVersatility
DisadvantagesSmall samplesSkewed samples
Technological problemsInconsistencies
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S TEP 2. D EVELOP THE RESEARCH P LAN
3. Research InstrumentsQuestionnaires
Close- end QuestionsOpen- end Questions
Mechanical devicesGalvanometersTachistoscopeEye cameras
Audio meter
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S TEP 2. D EVELOP THE RESEARCH P LAN 4. S AMPLING P LAN
Who is to besurveyed?
(What SamplingUnit?)
How many
should besurveyed?(Sample Size)
How should thesample be
chosen?( Sampling Procedure)
Probability orNon-probability
sampling?Sample -
representativesegment of the
population
SamplingPlans I M
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S TEP 2. D EVELOP THE RESEARCH P LAN
5. CONTACT
METHODS
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of
Data Collected
Good Fair Excellent Good
Control of Interviewer
Excellent Fair Poor Fair
Control of Sample
Fair Excellent Fair Poor
Speed of Data
Collection
Poor Excellent Good Excellent
Response Rate Fair Good Good Good
Cost Good Fair Poor Excellent
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S TEP 3. C OLLECT THE INFORMATION
Most expensive and most prone to error 4 major problems arise
Will not be at homeRefuse to cooperate
Biased or dishonestInterviews will be biased and dishonest
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S TEP 4 A NALYSE THE INFORMATION
The raw research data needs to be edited,tabulated and analyzed to find the results and tointerpret them.
the method used may be manual or computer based.
The analysis plan follows from the research objective of the study.
Association and relationships of variables are identified and discussed in the light of the specific marketing problem.
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S TEP 5 P RESENT THE FINDINGS
Researcher Should Present Important Findings thatare Useful in the Major Decisions Faced byManagement.
Step 1. Interpret the Findings
Step 2. Draw Conclusions
Step 3. Report to Management
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CHARACTERISTICS OF GOOD M ARKETING RESEARCH
Scientific methodResearch creativityMultiple methodsInterdependenceValue and cost of information
Healthy skepticismEthical marketing