Marketing Information Systems and Marketing Research Chapter 5 Kotler, Bowen and Makens Marketing for Hospitality and Tourism

Marketing Information Systems and Marketing ResearchChapter 5

Kotler, Bowen and Makens

Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism, 6eKotler, Bowen and Makens

© 2014 by Pearson Higher Education, IncUpper Saddle River, New Jersey 07458 • All Rights Reserved

Learning Objectives

1. Explain the importance of information in gaining insights about the marketplace and customers.

2. Explain the concept of the marketing information system.

3. Outline the marketing research process, including defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings.

4. Explain how companies analyze and use marketing information.



Marketing Information System

AssessingInformation

Needs

DevelopingMarketing

Information

GatheringMarketing

Intelligence



Sources of Marketing Information

Internal Data

Guest History Information

Guest Information Trends

Guest Comment Cards

Listening to and Speaking with Guests

Automated Systems

Mystery Shoppers

Company Records

Point-of-Sale (POS) Information



Marketing Intelligence

Internal Sources

External Sources

Marketing Intelligence



Marketing Research

Identifies and Defines

Monitors and Evaluates

Communicates



Marketing Research Process



Marketing Research Objectives

Exploratory

DescriptiveCausal



Developing the Research Plan

Presenting the Research Plan

Designing the Sample

Gathering Secondary Information

Determining Specific

Information Needs



Research Approaches

ObservationalResearch

SurveyResearch

ExperimentalResearch



Contact Methods

Mail Questionnai

re

Telephone Interviewing

Personal Interviewin

g

Online Interview



Sampling Plan

When will the survey be

given?

How should the sample be chosen?

How many people

should be surveyed?

Who will be surveyed?



Research Instruments

Questionnaires

Mechanical Devices

Research Instrument

s



Research Problem Areas

Lack of Qualitative Information

Failing to Look at Segments within a Sample

Improper Use of Sophisticated Statistical Analysis

Failure to Have the Sample Representative of the Population



Key Terms

Causal research Marketing research to test hypotheses about cause-and-effect relationships.

Data warehouses collect data from a variety of sources and store it in a one accessible location.

Descriptive research Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.

Ethnographic research Trained observers interact with and/or observe consumers in their natural habitat

Experimental research The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Exploratory research Marketing research to gather preliminary information that will help to better define problems and suggest hypotheses.

Internal data Internal data consist of electronic databases and non-electronic information and records of consumer and market information obtained from within the company.



Key Terms (cont.)

Marketing dashboards are like the instrument panel in a car or plane, visually displaying real-time indicators to ensure proper functioning.

Marketing information system (MIS) A structure of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The MIS begins and ends with marketing managers, but managers throughout the organization should be involved in the MIS. First, the MIS interacts with managers to assess their information needs. Next, it develops needed information from internal company records, marketing intelligence activities, and the marketing research process.

MIS (cont.) Information analysts process information to make it more useful. Finally, the MIS distributes information to managers in the right form and at the right time to help in marketing planning, implementation, and control.

Marketing intelligence Everyday information about developments in the marketing environment that help managers to prepare and adjust marketing plans.

Marketing research The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.



Key Terms (cont.)

Mystery shoppers Hospitality companies often hire disguised or mystery shoppers to pose as customers and report back on their experience.

Observational research The gathering of primary data by observing relevant people, actions, and situations.

Primary data Information collected for the specific purpose at hand.

Sample (1) A segment of a population selected for marketing research to represent the population as a whole; (2) Offer of a trial amount of a product to consumers.

Secondary data Information that already exists somewhere, having been collected for another purpose.

Survey research The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Documents

Marketing Information Systems and Marketing Research Chapter 5 Kotler, Bowen and Makens Marketing for Hospitality and Tourism