Chapter Seven

MIS and Marketing Research

MIS & Marketing Research

MIS (Management / Marketing Information Systems)

A set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions. Changing marketing environment , understand customer consumption/behavior. Internal records Sales, costs, stocks, reports.

MIS & Marketing Research

Marketing Research
Market research : Involves researching specific industries or markets. Marketing research : Analyses & researches a given marketing problem, generally within an organization and recommends solutions. Systematic collection, recording & analysis of data about problems relating to the marketing of goods and services. Understanding changing customer needs, proact, react, brand decisions. Understanding Impact of advertising/training on sales, new products/extension decisions. Quantitative research statistical basis. Qualitative research Opinions and attitudes towards a product/service. Sampling Studying part of a population to learn about the whole. MIS & 3 Hypothesis I believe,Marketing Research intelligent and A hunch, an

Marketing Research - Steps

Problem Definition Define the Marketing problem & Research objectives, correct identification & definition important. Developing research plan Most efficient & cost effective method for data/info collection. Secondary data Existing data, low cost, starting point. Sources Corporate, trade associations, regulatory bodies, internet. Cheap & fast but problems of plenty, accuracy, authenticity. Primary data Data collected for a specific purpose for the first time or generated firsthand. Authentic but costlier and time consuming. Questionnaire, survey, interview, focus groups. External sources Annual reports, net, journals, trade, govt., Internal sources organizational data. MIS & Marketing Research 4

Marketing Research - Steps

Questionnaire design Questionnaire type Open ended I prefer brand x, as ____ Closed Y/N, Multiple choice > 3 answers, Likert Scale 1-5 (Agree to Disagree), Ratings 1-5 (Excellent to Poor), Importance (Extremely to least important) Participant observation Mystery shoppers. Data collection Analysis, Strategic recommendations, Implementation

MIS & Marketing Research

Research Process
Set objectives Define research problem Construct research proposal Specify data collection method Specify measurement techniques Select sample Data collection, Analysis of results Present final report

MIS & Marketing Research

Research Instruments
Personal Interview Un/Structured Advantages In depth Economic Interaction No Bias Interpretation At leisure Flexibility Flexibility Faster Postal surveysTelephone Survey Focus Group Discussion Opinion, attitudes, insights Cost effective Time saving Info at one time Interaction Interpretation Flexibility Dominated by few Opinions swayed Others silent Moderator bias Differences diversions

Disadvantag Expensive es Intrusive Bias Time

Response Expensive Time Intrusive Misinterpretatio Indirect n

MIS & Marketing Research

Types of Samples
Probability Samples Simple random Stratified random Cluster Non probability Samples Convenience Judgment Quota

MIS & Marketing Research