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Global Information Systems and Market Research

Global Information Systems and Market Research. Chapter 6 Global Marketing. DR. NURITA ANDRIANI.

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Global Information Systems and Market Research

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  1. Global Information Systems and Market Research Chapter 6 Global Marketing DR. NURITA ANDRIANI

  2. Sistem informasi : suatu sistem di dalam suatu organisasi yang merupakan kombinasi dari orang-orang, fasilitas, teknologi, media prosedur-prosedur dan pengendalian yang ditujukan untuk mendapatkan jalur komunikasi penting, memproses tipe transaksi rutin tertentu, memberi sinyal kepada manajemen dan yang lainnya terhadap kejadian-kejadian internal dan eksternal yang penting dan menyediakan suatu dasar informasi untuk pengambilan keputusan.

  3. Information Needs of Global Marketers • Understand the importance of information technology and marketing information systems • Utilize a framework for information scanning and opportunity identification • Understand the formal market research process • Know how to manage the marketing information collection system and market research effort

  4. Information Technology for Global Marketing • Information Technology refers to an organization’s processes for creating, storing, exchanging, using, and managing information • Management Information Systems provide managers and other decision makers with a continuous flow of information about company operations

  5. Managing Information for Global Marketing • Management Information System (MIS) – provides a means for • Gathering • Analyzing • Classifying • Storing • Retrieving • Reporting relevant data

  6. Tools of MIS • Intranet • Electronic Data Interchange (EDI) • Efficient Consumer Response (ECR) • Electronic Point of Sale (EPOS) • Data Warehouses

  7. Table Subject Agenda

  8. Scanning Modes • Surveillance • Informal information gathering • VIEWING – general exposure to information • MONITORING – paying special attention and tracking a story as it develops • Search • Formal information gathering • INVESTIGATION – seeking out secondary data • RESEARCH – conducting primary research

  9. Preventing Information Overload • Global organizations need • Efficient, effective system to scan and digest published sources of information in all countries in which it conducts business • Daily scanning, translating, digesting, abstracting, and electronic input of information into MIS

  10. Formal Market Research • Global Marketing Research is the project-specific, systematic gathering of data in the search scanning mode on a global basis

  11. Environmental Factors Affecting Global Marketing Research • Researchers must be prepared for new parameters of doing business • “Cultural megashock” may occur • With many markets comes many interacting factors • Research may have to broaden view of competitors

  12. AC Nielsen Corp IMS Health Research International USA NFO Worldwide Gartner Group Video Research United Information Group Information Resources VNU Marketing Information Services Largest Global Research Companies

  13. Steps in the Research Process • Identifying the research problem • Developing a research plan • Collecting data • Analyzing data • Presenting the research findings

  14. Identifying the Research Process • What information do I need? • Existing Markets – customer needs already being served by one or more companies; information may be readily available • Potential Markets • Latent market – an undiscovered market; demand would be there if product was there • Incipient market – market will emerge as macro environmental trends continue • Why do I need this information?

  15. Developing A Research Plan • Do we need quantitative or qualitative data? • What is the information worth (versus what will it cost to collect)? • What will it cost if we don’t get the information? • What can be gained from the information?

  16. Collecting Data • Secondary Data • Statistical Abstract of the United States • Statistical Yearbook of the United Nations • World Factbook • The Economist • The Financial Times • Syndicated studies • And much more

  17. Collecting Data (cont.) • Primary Data Collection Methods • Survey research • Interviews • Consumer panels • Observation • Focus groups

  18. Survey Research • Menggunakankuesioner • Data didapatkandarikonsumen • Melaluisurat, telefon, atausecaralangsung (in person) • Back translation, parallel translations

  19. Personal Interviews • Why and explore answers • Telephone interview sangatumum di US mengingatsaturumahtangga minimal memilikisatu line telefon. Tetapicarainikurangtepatdilakukan di negaraberkembangdimanahanya 1 atau 2% sajarumahtangga yang memilikitelefon

  20. Consumer Panels • Sampelresponden yang perilakunyadiamatidalamjangkawaktutertentu • Nielsen Media Research unit di Netherland, mengadakan Television Audience Measurement (TAM) denganmempelajarikebiasaanrumahtanggadalammenontontv. • Broadcasters menggunakanaudienstvutkmenetapkanharga advertising. Perusahaan2 menggunakan data iniuntukmenentukandidalam program yang manaiklanharusdipasang peoplemeter(collect national audience data)

  21. Observation • Procter&Gamble (P&G): mengadakan program observasi dengan mengirimkan video crew ke 80 rumah tangga di UK, Italy, Germany, dan China. Filmmakers akan datang setiap hari ke tiap2 rumah mulai dari bangun tidur sampai waktu tidur.

  22. Focus Group • Moderator yang terlatihmemfasilitasidiskusimengenaikonsepsuatuproduk, citradankepribadianmerk, periklanan, trensosial, atautopiklainnyadalamsuatukelompok yang terdiridari 6-10 orang. • Reebok:menemukanbahwakesankonsumenmudaterhadapsepatuperusahaanadalahpositifpadasaatmerknyatidakmuncul, tetapiresponnyaakannegatifmanakalamerekamengetahuimerknyaadalah Reebok  kampanyeiklandgnmenggunakan Venus Williams sbg celebrity endoser

  23. Special Considerations for Surveys • Benefits: • Data collection from a large sample • Both quantitative and qualitative data possible • Issues • Subjects may respond with social desirability • Translation may be difficult • Use back and parallel translations to ensure accuracy and validity

  24. Presenting the Findings • Report must clearly address problem identified in Step 1 • Include a memo or executive summary of the key findings along with main report • Ringkasantemuanpenelitian: jawabanterhadapmasalahygdiajukan • Hasilharusdinyatakandgnjelasdandapatdigunakansebagaidasarbagimanajeruntukbertindak. • Hindariresearch jargondananalisiskuantitatif yang kompleks.

  25. Sampling • A sample is a selected subset of a population that is representative of the entire population. • Probability samples • Non-probability samples

  26. Analyzing Data • Demand Pattern Analysis • Income Elasticity Measurements • Market Estimation by Analogy • Time-series displacement • Comparative Analysis • Cluster Analysis

  27. Global Issues in Marketing Research • Many country markets must be included • Markets with low profit potential justifies limited research expenditures • Data in developing countries may be inflated or deflated • Comparability of international statistics varies greatly • Limits created by cultural differences

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