The document discusses marketing information systems and market research. It provides details on marketing intelligence systems, which gather everyday information about market developments. It also describes database marketing, secondary research sources, sampling methods for primary research, and the purposes and advantages/disadvantages of conducting market research.

1. Marketing Information System
Dr. Vũ Thế Dũng

2. Outline
Marketing Information System
Marketing Research

3. How Marketers learn?

4. The Marketing Information System
Marketing Marketing
managers Marketing Information System environment
Developing information Test
Analysis markets
Assessing Internal Marketing
Planning information Marketing
needs records intelligence
channels
Implemen-
tation Competitors
Control Marketing
Publics
Distributing
decision Marketing
information support research
Macro-
analysis environment
forces
Marketing decisions and communication

5. Marketing Intelligence System
A marketing intelligence system is a set of
procedures and sources used by managers to
obtain everyday information about developments
in the marketing environment.
Marketing managers collect marketing intelligence
by reading books, newspapers, and trade
publications; talking to customers,
suppliers, and distributors; checking
Internet sources; and meeting with other
company managers.

6. Marketing Intelligence System
 Train and motivate the sales force to spot and report new
developments.
 Motivate distributors, retailers, and other intermediaries to
pass along important intelligence.
 Learn about competitors by purchasing their products;
attending trade shows; scanning Web sites; attending
stockholders’ meetings; talking to employees, dealers,
suppliers, and shippers; collecting rivals’ ads; and reading
business and trade publications.
 Set up a customer advisory panel.
 Purchase information from outside suppliers
 Set up marketing information center to collect and circulate
marketing intelligence throughout the organization.

7. MDSS
Marketing decision support system (MDSS) is a
coordinated collection of data, systems, tools,
and techniques with supporting software and
hardware by which an organization gathers and
interprets information from business and the
environment and turns it into a basis for
marketing action

8. Marketing Research
Marketing research as the systematic design,
collection, analysis, and reporting of data and
findings that are relevant to a specific marketing
situation facing the company.

9. Differences between MR in B2B and B2C
 Respondent differences;
 Sample and sample size differences;
 Content differences

10. Database Marketing
 What to get?
 How to get?
 How to maintain and update?
 How to use?

11. Database Marketing
 What to get
 Transaction history
 Demographic: job position, job responsibilities, job
relationships, and contact addresses, decision maker,
purchaser, influencers, gate keeper, initiators
 Psychographic information: attitude, belief,
opinion

12.  How to get
 Sales forces
 Distributors
 Trade shows
 Customer database, software
 Accounting information

13. Market Research

14. Secondary Research

15. Internal Sources
 Company Accounts
 Internal Reports and Analysis
 Stock Analysis
 Retail data - loyalty cards, till data,
etc.

16. External Sources
 Government Statistics (ONS)
 EU - Euro Stat
 Trade publications
 Commercial Data - Gallup, Mintel, etc.
 Household Expenditure Survey
 Magazine surveys
 Other firms’ research
 Research documents – publications,
journals, etc.

17. Sampling Methods

18. Market Research
 Sampling Methods:
 Random Samples – equal chance of anyone
being picked
 May select those not in the target group –
indiscriminate
 Sample sizes may need to be large
to be representative
 Can be very expensive

19. Market Research
 Stratified or Segment Random Sampling
 Samples on the basis of a representative strata or
segment
 Still random but more focussed
 May give more relevant information
 May be more cost effective

20. Market Research
 Quota Sampling
 Again – by segment
 Not randomly selected
 Specific number on each segment are interviewed,
etc.
 May not be fully representative
 Cheaper method

21. Market Research
 Cluster Sampling
Primarily based on geographical areas or
‘clusters’ that can be seen as being
representative of the whole population
 Multi-Stage Sampling
Sample selected from multi-stage
sub-groups
 Snowball Sampling
Samples developed from contacts
of existing customers – ‘word of mouth’ type
approach!

22. Primary Research

23. Market Research
 Primary Research
Firsthand information
Expensive to collect, analyse and evaluate
Can be highly focussed and relevant
Care needs to be taken with the approach and
methodology to ensure accuracy
Types of question – closed – limited
information gained; open – useful information
but difficult to analyse

24. Market Research
 Quantitative and Qualitative Information:
 Quantitative – based on numbers – 56% of 18
year olds drink alcohol at least four times a week
- doesn’t tell you why, when, how
 Qualitative – more detail – tells you why, when
and how!

25. Purpose

26. Market Research
 Advantages of Market Research
Helps focus attention on objectives
Aids forecasting, planning and strategic
development
May help to reduce risk of new product
development
Communicates image, vision, etc.
Globalisation makes market information
valuable (HSBC adverts!!)

27. Market Research
 Disadvantages of Market Research
Information only as good
as the methodology used
Can be inaccurate or unreliable
Results may not be what the business wants
to hear!
May stifle initiative and ‘gut feeling’
Always a problem that we may never know
enough to be sure!