Prepared by Angela Zigras, Seneca College Deborah Baker, Texas Christian University DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH
You will learn to ... 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.
You will learn to ... 4. Discuss the growing importance of scanner-based research. 5. Explain when marketing research should and should not be conducted.
Marketing Intelligence Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.
Decision Support System An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. DSS
DSS System Characteristics Characteristics of a DSS System Interactive Flexible Discovery-Oriented Accessible
Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision.
Steps in a Marketing Research Project Collect Data Plan Design/ Primary Data Specify Sampling Procedure Define Problem Analyze Data Prepare/ Present Report Follow Up
Marketing Research Marketing Research Problem Marketing Research Objective Management Decision Problem Determining what information is needed and how that information can be obtained efficiently and effectively. The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. A broad-based problem that requires marketing research in order for managers to take proper actions.
Improves ability to respond quickly to customer needs and market shifts
Makes follow-up studies and research easier
Slashes labour-and time-intensive research activities
Advantages of Internet Surveys Contact with the hard-to-reach Improved respondent participation Personalized questions and data Reduced costs Rapid development, Real-time reporting Advantages of Internet Surveys
Internet Samples Unrestricted Internet Sample Screened Internet Sample Recruited Internet Sample A survey in which anyone with a computer and modem can fill out the questionnaire. An Internet sample with quotas based on desired sample characteristics. A sample in which respondents are prerecruited and must qualify to participate .
Other Uses of the Internet Other Internet Uses by Marketing Researchers Viewing of presentations of marketing research surveys Publication and distribution of reports Data management and on-line analysis Collaboration in the management of a research project Distribution of requests for proposals
Focus Group Seven to ten people who participate in a group discussion led by a moderator.
Questionnaire Design Open-Ended Question Closed-Ended Question Scaled- Response Question An interview question that encourages an answer phrased in respondent’s own words. An interview question that asks the respondent to make a selection from a limited list of responses. A closed-ended question designed to measure the intensity of a respondent’s answer.
Questionnaire Design Qualities of Good Questionnaires Clear and Concise No Ambiguous Language Unbiased Reasonable Terminology
A research method that relies on three types of observation:
people watching people
people watching an activity
machines watching people
Observation Research Mystery Shoppers One-Way Mirrors Types of Observation Research Audits Machines Watching People People Watching People People Watching an Activity Traffic Counters Passive People Meter
Mystery Shoppers Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.
Experiment A method a researcher uses to gather primary data.
Sampling Procedure Sample Universe A subset from a large population. The population from which a sample will be drawn.
Probability Samples 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.
Nonprobability Samples Any sample in which little or no attempt is made to get a representative cross-section of the population A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher. Nonprobability Sample Convenience Sample
Sampling Procedure Probability Samples Non-Probability Samples Universe Sample
Types of Errors Errors Associated with Sampling Measurement Error Sampling Error Frame Error Random Error
Types of Errors Measurement Error Sampling Error Frame Error Random Error Error when there is a difference between the information desired and the information provided by research Error when a sample somehow does not represent the target population. Error when a sample drawn from a population differs from the target population. Error because the selected sample is an imperfect representation of the overall population.
Field Service Firm A firm that specializes in interviewing respondents on a subcontracted basis.
Was sufficient decision-making information included in the report?
What could have been done to make the report more useful?
Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. BehaviorScan InfoScan