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Chapter 7: Marketing Information Systems & Marketing Research

There are two kinds of knowledge: knowledge in your mind & knowledge of where you can find the information you need.
Outline The marketing information system (MIS) Assessing information needs Developing information Marketing research processing Information analysis Distributing information

The Marketing Information System

Assessing Information Needs


Pizza Hut wants to launch a new pizza but needs feedback from the customers. Treasure Island wants to evaluate its market position. Burger King develops two TV commercials and wonder which one would be more effective. You are going to start your own business in a particular city and you have to make concept and location decisions.

Developing Information
Main Sources and Types 1. Internal records information 2. Marketing intelligence 3. Marketing research Information analysis

Developing Information
Internal Records Information gathered from sources within the company to evaluate marketing performance and to identify marketing problems and opportunities Internal database (Financial and nonfinancial data from PMS) Data warehouses (Customer data in the corporate office Ex. Wyndham Hotels) Guest history information (information gathered from guest records) Guest information trends (booking patterns, cancellations, occupancy patterns) Guest information management (e.g., guest comment cards, listening to and speaking with guests, mystery shoppers, P.O.S. information Example: Las Vegas Hilton) Corporate customer and marketing intermediary information (e.g., customer and prospective customer databases)

Marketing Intelligence Everyday information from internal and external sources about developments in the marketing environment that helps managers to prepare and adjust marketing plans and short-run tactics. Internal sources of marketing intelligence

- Gathered by company executives, and other employees External sources of marketing intelligence

- Macromarket information, competitive, new innovation and trends Sources of competitive information

- Annual reports, trade magazines, press releases, and advertisements Commercial sources of marketing information

- On-line databases of information services, electronic yellow pages Marketing Research A process used to identify and define marketing opportunities and problems, to monitor and evaluate marketing actions and performance, and to communicate research findings to management.

Example: When McDonalds decided to add salads to its menu, its planners needed to research customers preferences for types of vegetables and dressings. Most common activities: market share analysis, market potentials sales analysis, business trends, short-range forecasting, competitive Product studies, long-range forecasting, testing of existing products. 1. Own researchers 2. Outside researchers

Marketing Research Process


Steps in the Marketing Research Process:

Defining the Problem and Research Objectives

Marketing Research Process


Develop Research Plan Secondary vs Primary Data Research Approaches Observation Method Survey Method Experimental Method

Contact Methods

(Mail, telephone, personal, internet) Sampling Plan Research Instruments Presenting the Research Plan

Develop the Research Plan Secondary vs. Primary Data

Marketing Research Process

Develop the Research Plan Research Approaches

Marketing Research Process


Research Instruments Structured or Unstructured Interview (structured or unstructured) Mechanical Devices (Tape record, video) Structured (Questionnaire)

Presenting the Research Plan Summarize the plan in a written proposal

Marketing Research Process


Implement the Research Plan Putting plan into action Collecting the data Process the data Analyzing the Data

Interpret and Report the Findings Turn data into information Interpret the findings Draw conclusions Report findings and conclusions

Information Analysis
This involves further and more detailed analysis of marketing intelligence and marketing research data (sometimes this is called secondary analysis of primary data) through:

1. Advanced statistical analysis 2. Mathematical models

Distributing Information
Information has no value until managers use it to make better decisions. It must reach the appropriate managers at the right time. Often information arrives too late to be useful.

Marketing Research Meaning & Scope of MR


Definition Marketing research is a research on the manifold problems on marketing Its purpose is to aid decision-making in marketing Systematic gathering & analysis of information is what it does in achieving its mission The increase complexity of business activities, MR too has been growing in complexity It has emerged as a highly specialized function of marketing management Today MR needs specialized skills & sophisticated techniques

Marketing Research Benefits on Marketing Research


Three Benefits on Marketing Research Research on Consumers Research on Products Research on Distribution

Marketing Research Classification of M R Jobs


Routine problem analysis & research on non-routine problems Research on short-term problems Classification based on the actual subject of the research Subject of the Research Research on Consumers - Research on Distribution

Research on Market / Demand - Research on Price Research on Product / Brand - Research on Advertising & Promotions Research on Competition Methods - Research on Sales

Marketing Research
Helps Pick & Choose Customers, & Make Focused Offers Helps Know Which Products Move in the Market & Why Helps New Entrants Plan Their Channels by Studying Existing Ones

Marketing Research Procedure or Steps Involved in MR

Marketing Research Procedure or Steps Involved in MR


(1) DEFINING THE MARKETING PROBLEM & IDENTIFYING THE MR PROBLEM INVOLVED Wrong Problem-Definition Misdirects Research Specifying the Information Requirement (2) DEVELOP THE RESEARCH DESIGNE & RESEARCH PROCEDURE (a) DATA COLLECTION Primary Data Interview is the most common method, Mail interview Telephone interview Personal interview Questionnaire is the most common instrument Questionnaire development Open-end question Closed-end question Secondary Data Sources of internal secondary data Customer Data Base Sources of external secondary data News paper Magazines Technical journals Trade publications Directories Government publication Committee reports Reference books Customer Data Base can also be a External secondary data too SAMPLING Developing Sampling Design Choosing the sample unit (who are to be Surveyed) Choosing the sample size (how many to be surveyed) Choosing the sample procedure (how to ensure those who are to be interrogated are included in the sample) Choosing the sample media (how to reach the respondents in the sample through mail interview, personal interview or telephone interview) STEPS INVOLVED IN A MARKET SURVEY Planning the survey Problem definition Selection of the survey method Sampling Questionnaire development

Pilot survey Field work Selection & training of investigation Interviewing / collection of data Supervision / overseeing the field work Processing Processing of data Tabulating Analyzing & Interpretation Editing Interpreting data Statistical analysis & Interpretation Report Making Summarizing findings & recommendations] Report writing

Marketing Research MR Limitations


LIMITATIONS OF MR MR does not provide final solution, it only provides the indicators Errors can creep in the findings of MR (Ex: sampling, choice of research methodology, research design itself, computation, analysis also) It could be expensive MR has a time limitation Research findings are made with reference to a given marketing efforts, known performance of competitors, known policies of government etc., if one or more of these elements change, as they often do, research results may not remain valid.

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