Chapter5 Marketing Information Systems

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  • Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
  • Chapter5 Marketing Information Systems

    1. 1. <ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>Marketing Research and Information Systems
    2. 2. The importance of Information
    3. 3. The Marketing Information System <ul><li>A marketing information system (MIS) – consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers. </li></ul>
    4. 4. The Marketing Information System
    5. 5. The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan – collecting and analyzing the data Interpreting and reporting the findings
    6. 6. Defining the Problem and Research objectives Causal Research Descriptive Research Exploratory Research Test hypotheses about cause- and-effect relationships. Describes things as market potential for a product or the demographics and consumers’ attitudes. Gathers preliminary information that will help define the problem and suggest hypotheses.
    7. 7. Developing the Research Plan <ul><li>Research plan development follows these steps: </li></ul><ul><ul><li>Determining Specific Information Needs </li></ul></ul><ul><ul><li>Gathering Secondary information </li></ul></ul><ul><ul><li>Planning Primary Data Collection </li></ul></ul>
    8. 8. Gathering Secondary information <ul><li>Secondary data consist of information that already exists somewhere, having been collected for another purpose. </li></ul><ul><li>Internal sources </li></ul><ul><li>Government publications </li></ul><ul><li>Periodicals and books </li></ul><ul><li>Commercial data </li></ul><ul><li>International data </li></ul>
    9. 9. Gathering Secondary information <ul><li>The researcher must evaluate secondary information carefully to make certain that it is </li></ul><ul><ul><li>relevant - fits research project needs </li></ul></ul><ul><ul><li>accurate - reliably collected and reported) </li></ul></ul><ul><ul><li>current - up-to-date enough for current decisions </li></ul></ul><ul><ul><li>impartial – objectively collected and reported </li></ul></ul>
    10. 10. Planning Primary Data Collection <ul><li>Primary data consist of information collected for the specific purpose at hand . </li></ul>Personal, PC Experiment Mechanical Instruments Sample size Telephone Survey Questionnaire Sampling unit Mail Observation Research Instruments Sampling Plan Contact Methods Research Approach
    11. 11. Research Approaches Observational Research Gathering data by observing people, actions and situations (Exploratory) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal)
    12. 12. Strengths and Weaknesses of Contact Methods Fair Poor Fair Good Cost Fair Good Good Fair Response rate Fair Good Excellent Poor Speed of data collection Fair Fair Excellent Fair Control of sample Excellent Poor Fair Excellent Control of interviewer effect Excellent Excellent Personal Good Fair Good Quantity of data that can be collected Good Good Poor Flexibility Computer Telephone Mail
    13. 13. Sampling Plans <ul><li>A sample is a segment of the population selected to represent the population as a whole . </li></ul><ul><li>Sampling unit – who is to be surveyed </li></ul><ul><li>Sample size – how many people should be surveyed </li></ul><ul><li>Sampling procedure – how should the people in the sample be chosen </li></ul>
    14. 14. Implementing the Research Plans Collecting the Data Processing the Data Analyzing the Data
    15. 15. Interpreting and Reporting the Findings Step 1. Interpret the Findings Step 2. Draw Conclusions Step 3. Report to Management
    16. 16. Research Problem Areas <ul><li>Making assumptions </li></ul><ul><li>Lack of Qualitative information </li></ul><ul><li>Failing to look at segments within a sample </li></ul><ul><li>Using biased questions in surveys </li></ul>

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