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Decision Support Systems and Marketing Research

Decision Support Systems and Marketing Research. 7. chapter. Prepared by Deborah Baker Texas Christian University. Learning Objectives. 1. Explain the concept and purpose of a marketing decision support system.

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Decision Support Systems and Marketing Research

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  1. Decision Support Systems and Marketing Research 7 chapter Prepared by Deborah Baker Texas Christian University Chapter 7 Version 3e

  2. Learning Objectives 1. Explain the concept and purpose of a marketing decision support system. 2. Define marketing research and explain its importance to marketing decision making. 3. Describe the steps involved in conducting a marketing research project. 7 chapter Chapter 7 Version 3e

  3. Learning Objectives (continued) 4. Discuss the profound impact of the Internet on marketing research. 5. Discuss the growing importance of scanner-based research. 6. Explain the concept of competitive intelligence. 7 chapter Chapter 7 Version 3e

  4. 1 Learning Objective Explain the concept and purpose of a marketing decision support system. Chapter 7 Version 3e

  5. 1 Decision Support System An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. DSS Chapter 7 Version 3e

  6. Characteristicsof a DSS System Interactive Flexible Discovery-Oriented Accessible 1 DSS System Characteristics Chapter 7 Version 3e

  7. 1 Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. Chapter 7 Version 3e

  8. 2 Learning Objective Define marketing research and explain its importance to marketing decision making. Chapter 7 Version 3e

  9. 2 Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. Chapter 7 Version 3e

  10. Marketing Research has three roles: Descriptive Predictive Diagnostic 2 Roles of Marketing Research Chapter 7 Version 3e

  11. Gathering and presenting factual statements Descriptive Diagnostic • Explaining data • Attempting to estimate the results of a planned marketing decision Predictive 2 Roles of Marketing Research Chapter 7 Version 3e

  12. 2 Management Uses of Marketing Research • Improve the quality of decision making • Trace problems • Focus on keeping existing problems • Understand the ever-changing marketplace Chapter 7 Version 3e

  13. 3 Learning Objective Describe the steps involved in conducting a marketing research project. Chapter 7 Version 3e

  14. Define Problem Plan Design/ Primary Data Specify Sampling Procedure Collect Data Analyze Data Prepare/ Present Report Follow Up 3 The Marketing Research Process Chapter 7 Version 3e

  15. Marketing Research Problem Determining what information is needed and how that information can be obtained efficiently and effectively. Marketing Research Objective The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. Management Decision Problem A broad-based problem that requires marketing research in order for managers to take proper actions. 3 Marketing Research Chapter 7 Version 3e

  16. 3 Secondary Data Data previously collected for any purpose other than the one at hand. Chapter 7 Version 3e

  17. Internal Corporate Information Government Agencies Trade and Industry Associations Marketing Research Firms Commercial Publications News Media 3 Sources of Secondary Data Chapter 7 Version 3e

  18. 3 Advantages of Secondary Data • Saves time and money if on target • Aids in determining direction for primary data collection • Pinpoints the kinds of people to approach • Serves as a basis of comparison for other data Chapter 7 Version 3e

  19. 3 Disadvantages of Secondary Data • May not be on target with the research problem • Quality and accuracy of data may pose a problem Chapter 7 Version 3e

  20. www 3 The New Age of Secondary Information The Internet • Search Enginesand Directories • Sites of Interest toMarketing Researchers • Discussion Groups • Periodical, Newspaper, and Book Databases Chapter 7 Version 3e

  21. 3 Basic Types of Directories • Academic and Professional Directories • Commercial Portals Chapter 7 Version 3e

  22. 3 Research Design Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. Chapter 7 Version 3e

  23. Which research questions must be answered? How and whenwill data be gathered? How willthe databe analyzed? ? 3 Planning the Research Design Chapter 7 Version 3e

  24. 3 Primary Data Information collected for the first time. Can be used for solving the particular problem under investigation. Chapter 7 Version 3e

  25. 3 Advantages of Primary Data • Answers a specific research question • Data are current • Source of data is known • Secrecy can be maintained Chapter 7 Version 3e

  26. 3 Disadvantages of Primary Data • Expensive • Quality declines if interviews are lengthy • Reluctance to participate in lengthy interviews Disadvantages are usually offset by the advantages of primary data! Chapter 7 Version 3e

  27. 3 Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. Chapter 7 Version 3e

  28. In-Home Interviews Mail Surveys Mall Intercept Interviews Executive Interviews Telephone Interviews(Home and Central Location) Focus Groups 3 Forms of Survey Research Chapter 7 Version 3e

  29. 3 Mall Intercept Interview Survey research method that involves interviewing people in the common areas of shopping malls. Chapter 7 Version 3e

  30. 3 Executive Interviews A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. Chapter 7 Version 3e

  31. 3 Focus Group Seven to ten people who participate in a group discussion led by a moderator. Chapter 7 Version 3e

  32. 3 Advantages of On-Line Focus Groups • Speed • Cost-effectiveness • Broad geographic scope • Accessibility • Honesty Chapter 7 Version 3e

  33. Open-Ended Question An interview question that encourages an answer phrased in respondent’s own words. Closed-Ended Question An interview question that asks the respondent to make a selection from a limited list of responses. Scaled-Response Question A closed-ended question designed to measure the intensity of a respondent’s answer. 3 Questionnaire Design Chapter 7 Version 3e

  34. Qualities of Good Questionnaires Clear and Concise No Ambiguous Language Unbiased Reasonable Terminology 3 Questionnaire Design Chapter 7 Version 3e

  35. 3 Observation Research A research method that relies on three types of observation: • people watching people • people watching an activity • machines watching people Chapter 7 Version 3e

  36. 3 Observation Research People Watching People Mystery Shoppers One-Way Mirrors Types ofObservationResearch People Watching an Activity Audits Machines WatchingPeople Traffic Counters Passive People Meter Chapter 7 Version 3e

  37. 3 Mystery Shoppers Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions. Chapter 7 Version 3e

  38. 3 Experiment A method a researcher uses to gather primary data. Chapter 7 Version 3e

  39. Sample A subset from a large population. Universe The population from which a sample will be drawn. 3 Sampling Procedure Chapter 7 Version 3e

  40. Probability Sample A sample in which every element in the population has a known statistical likelihood of being selected. Random Sample A sample arranged so that every element of the population has an equal change of being selected. 3 Probability Samples Chapter 7 Version 3e

  41. Nonprobability Sample Any sample in which little or no attempt is made to get a representative cross-section of the population Convenience Sample A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher. 3 Nonprobability Samples Chapter 7 Version 3e

  42. Sample Universe 3 Sampling Procedure Probability Samples Non-Probability Samples Chapter 7 Version 3e

  43. Probability Samples Non-Probability Samples Simple Random Sample Convenience Sample Stratified Sample JudgmentSample Cluster Sample Quota Sample SystematicSample SnowballSample 3 Types of Samples Chapter 7 Version 3e

  44. Errors Associatedwith Sampling Measurement Error Sampling Error Frame Error Random Error 3 Types of Errors Chapter 7 Version 3e

  45. Measurement Error Error when there is a difference between the information desired and the information provided by research Sampling Error Error when a sample somehow does not represent the target population. Frame Error Error when a sample drawn from a population differs from the target population. Random Error Error because the selected sample is an imperfect representation of the overall population. 3 Types of Errors Chapter 7 Version 3e

  46. 3 Field Service Firm A firm that specializes in interviewing respondents on a subcontracted basis. Chapter 7 Version 3e

  47. 3 Field Service Firms Provide • Focus group facilities • Mall intercept locations • Test product storage • Kitchen facilities • Retail audits Chapter 7 Version 3e

  48. 3 Cross-Tabulation A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions. Chapter 7 Version 3e

  49. 3 Preparing and Presenting the Report • Concise statement of the research objectives • Explanation of research design • Summary of major findings • Conclusion with recommendations Chapter 7 Version 3e

  50. 3 Following Up • Were the recommendations followed? • Was sufficient decision-making information included in the report? • What could have been done to make the report more useful? Chapter 7 Version 3e

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