Marketing for MOST Module 05 – Marketing Information Systems

1. Marketing for MOSTModule 05 – Marketing Information Systems 技術経営コンソーシアム 開発担当者 ：Ritsumeikan Asia Pacific University　教授: Takamoto, Akihiro 更新日 October, 2003

2. Marketing Information Systems • Marketing Information Systems • Marketing Research Process • Research Objectives • Data Sources • Research Approaches for Primary Data Collection • Research Instruments and Contact Methods • Pitfalls of Marketing Research • Discussion

3. Marketing Information Systems M.I.S Internal Records + Marketing Intelligence + Marketing Research = (Philip Kotler)

4. Marketing Information Systems M.I.S People Equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. (Philip Kotler)

5. Marketing Information Systems Internal Records Examples are: sales, costs, cash flows, production schedules, shipments, inventories, competitor activities, customer demographics, psychographics, buying behavior, customer satisfaction, service problems. (Philip Kotler)

6. Marketing Information Systems MarketingIntelligence Everyday information about developmentsin the marketing environment that helpmanagers prepare and adjust marketing plans. (Philip Kotler)

7. Marketing Information Systems MarketingResearch The Systematic design, collection and analysisand reporting of data relevant to specificmarketing situation facing and organization. (Philip Kotler)

8. Marketing Information Systems Practice: The terms Marketing Research and Market Researchare used inter-changeably in general. But, Some Markets, however, differentiate these terms. WHAT WOULD BE THE DIFFERENCE?

9. Marketing Research Process Define the problem& research objectives Develop theResearchPlan Collect theInformation Analyze theInformation Present theFinding

10. Research Objectives Three Types of Objectives: • Exploratory Research

11. Research Objectives Three Types of Objectives: • Exploratory Research • Descriptive Research

12. Research Objectives Three Types of Objectives • Exploratory Research • Descriptive Research • Causal Research

13. Research Objectives Three Types of Objectives: • Exploratory Research • “Marketing Research to gatherpreliminary information that will helpdefine problems and suggest hypotheses.”

14. Research Objectives Three Types of Objectives: • Descriptive Research • “Marketing Research to betterdescribe marketing problems, situations or markets, such as themarket potential for a product orthe demographics and attitudes ofconsumers.”

15. Research Objectives Three Types of Objectives: • Causal Research • “Marketing Research to testhypotheses about cause-and-effect relationships.”

16. Research Objectives Practice: Show an example for each of the three types of marketing research.

17. Data Sources • Primary Data • Information collected for the specificpurposes at hand.

18. Data Sources • Secondary Data • Information that already existssomewhere, having been collected for another purpose.

19. Research Approaches for Primary Data Collection Three Types of Approaches:

20. Research Approaches for Primary Data Collection Three Types of Approaches: • Observational Research

21. Research Approaches for Primary Data Collection Three Types of Approaches: • Observational Research • Survey Research

22. Research Approaches for Primary Data Collection Three Types of Approaches: • Observational Research • Survey Research • Experimental Research

23. Research Approaches for Primary Data Collection Three Types of Approaches: • Observational Research • “The gathering of primary data byobserving relevant people, actions, and situations”.

24. Research Approaches for Primary Data Collection Three Types of Approaches: • Survey Research • “The gathering of primary data by asking people questions about theirknowledge, attitudes, preferences,and buying behavior”.

25. Research Approaches for Primary Data Collection Three Types of Approaches: • Experimental Research • “The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling relatedfactors, and checking for differencesin group responses”.

26. Research Methods and Contact Methods The Questionnaire: • Open-end(ed) Questions • Closed-end(ed) Questions Practice: • Discuss the pro’s and cons of open-ended questions and closed-ended questions. • What is a “questionable” questionnaire?

27. Research Methods and Contact Methods • Aided Recall • versus • Unaided Recall

28. Research Methods and Contact Methods Sampling Plan: • Sampling Unit • Sample Size Sampling Procedures: • Probability Sampling • Simple random sample • Stratified random sample • Non-probability sampling • Convenience sample • Judgement sample

29. Research Methods and Contact Methods Contact Methods: • Mail Questionnaires • Telephone Interviewing • Personal Interviewing • Group Interviewing • (focus group interviewing) • Internet

30. Pitfalls of Marketing Research Where are they hidden and how do you fall into them? • Mini Case 1: The birth and demise of New Coke and the revival of Coke. (Ref-1) • Are Hong-Kong people not honest?(Ref-2) • Househusbands have the brightest children. (Ref-3)

31. Discussion • Review the comments/questions raised by students as shown in the attachment, and discuss them.(REF) • What are your comments or questions on the subject of this module?