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Marketing Information Systems Determines what information marketing
managers need, then gathers, sorts, analyzes, stores, and distributes information to system users
Internal Company Data
Information generated from within the company Sales Who buys what, when and where Backorders Effects of marketing efforts Product returns
Marketing Intelligence
Method of gathering information about the marketing environment Newspapers Internet Trade publications Secret shoppers Futurists
Marketers that try to predict marketing trends through contemplating different scenarios
Marketing Research
Collecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectiveness
Syndicated research Collected by a different firm firm then sells information to other businesses
Custom research Research conducted for a single firm to provide
specific information managers need
Acquired Databases
Marketing Information generated by other firms or the government
Misuse has led to government restrictions Do not call list Opt-in and opt-out statements on websites
Data Mining Sophisticated analysis techniques that take advantage
of large amount of customer transaction information, and discover patterns for different customer groups
Marketing Decision Support System Data plus analysis and interactive
software allow marketing managers to access MIS data and conduct analyses
MIS vs. MDSS
MIS What were our sales last month?
MDSS Is increase in sales due to our new
advertising campaign or an increase in sales across the industry?
Marketing Research Process
Step 1: define the research problem Step 2: determine the research design Step 3: chose the method to collect
primary data Step 4: design the sample Step 5: collect the data Step 6: analyze and interpret the data Step 7: prepare the research report
Define the Research Problem Specify the research objectives
What questions will the research try to answer?
Identify the consumer population of interest What are the characteristics of the consumer groups
of interest?
Place the problem in an environmental context What factors in the firm’s internal and external
business environment might influence the situation?
Determine the Research Design What information will you collect?
What type of research design will you use? Primary data
Data collected specifically for this research Secondary data
Data collected for a different research purpose but applicable to the current research questions
Three Types of Primary Research Exploratory (qualitative) research
Interviews Focus groups
Descriptive (quantitative) research Cross-sectional
Single point in time Longitudinal
Repeated measures Causal research
Cause-and-effect