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Chapter 4

Chapter 4. Marketing Research and Information Systems. Dr. Franck VIGNERON. The Importance of Information. Marketing Environment. Why Information Is Needed. Competition. Customer Needs. Strategic Planning.

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Chapter 4

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  1. Chapter 4 Marketing Research and Information Systems Dr. Franck VIGNERON

  2. The Importance of Information Marketing Environment Why Information Is Needed Competition Customer Needs Strategic Planning

  3. Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Functions: Assess Information Needs. Develop Needed Information. Distribute Information. What is a Marketing Information System (MIS)?

  4. Marketing Managers The Marketing Information System Assessing Information Needs Distributing Information Marketing Information System Information Analysis Internal Databases Marketing Environment Developing Information Marketing Decisions and Communications Marketing Intelligence Marketing Research

  5. Functions of a MIS:Assessing Information Needs • Conduct Interviews With Managers to Determine • What Information is • Desired, Needed, and Feasible to Obtain. Monitor Environment for Information Managers Should Have Examine Cost/ Benefit of Desired Information

  6. Functions of a MIS:Developing Information Obtains Needed Information for Marketing Managers From the Following Sources: Internal Data Collection of Information from Data Sources Within the Company From: Accounting, Sales Force, Marketing, Manufacturing Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and Developments in the Marketing Environment From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies Marketing Research Systematic Design, Collection, Analysis, and Reporting of Data Relevant to a Specific Marketing Situation Facing an Organization

  7. Defining the Problem and Research Objectives Developing the Research Plan The Marketing Research Process Implementing the Research Plan Interpreting and Reporting the Findings

  8. Marketing Research ProcessStep 1. Defining the Problem & Research Objectives • Gathers preliminary information • that will help define the problem • and suggest hypotheses. Exploratory Research • Describes such things as market • potential for a product or attitudes • and demographics of consumers • who buy the product. Descriptive Research • Test hypotheses about cause- • and-effect relationships. • Tests hypotheses about cause- • and-effect relationships. Causal Research

  9. Primary Data Collection ProcessStep A. Research Approaches Observational Research Gathering data by observing relevant people, actions, and situations (Exploratory Information) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive Information) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal Information)

  10. Rest Stop: Reviewing the Concepts • Explain the importance of information to the company. • Define the marketing information system (MIS) and discuss its parts. • Outline the four steps in the marketing research process. • Compare the advantages and disadvantages of various methods of collecting information. • Discuss the special issues some market researchers face, including public policy and ethics issues.

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