The document discusses the marketing information system and market research process. It outlines five learning goals related to understanding the importance of information, defining the marketing information system, outlining the market research process, analyzing and distributing information, and special issues in market research. It then provides details on each step of the market research process, including defining the problem and objectives, developing the research plan through evaluating secondary and primary data sources, and determining the research approach, contact method, sampling plan, and research instruments.
Marketing research involves systematically collecting, analyzing, and reporting data to help solve marketing problems and make decisions. The marketing research process involves 6 steps: 1) defining the problem and objectives, 2) developing a research plan, 3) collecting data, 4) analyzing the data, 5) presenting findings, and 6) making decisions. American Airlines conducted research and found that offering in-flight internet access would appeal most to business travelers, could earn a profit if priced at $15-25 per flight, and would improve the airline's image and customer goodwill.
The document discusses the steps involved in conducting marketing research, including defining the problem, developing a research plan, collecting and analyzing information, presenting findings, and making decisions based on the research. It also covers different types of marketing research firms and approaches, as well as tools for data collection, analysis, and measuring marketing performance. The goal of marketing research is to provide systematic insights into customer attitudes and buying behaviors to help companies with their specific marketing situations.
Chapter 3- Marketing Information System.pdfOshadiVindika
This document provides an overview of marketing information systems. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key components of a marketing information system are described as the internal records system, marketing intelligence system, marketing decision support system, and marketing research. Examples of each component are provided, such as how an internal records system manages customer databases and tracks order fulfillment.
The document discusses marketing information systems and market research. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, evaluate and distribute timely and accurate information to marketing decision makers. It outlines the five steps in the market research process as defining the problem, developing a research plan, implementing the plan by collecting data, interpreting findings, and reporting results. It also explains how companies analyze information using statistical analysis and distribute it through routine reporting and databases.
The document discusses research methodology and defines research. It provides examples of what constitutes research and what does not. Research is defined as a systematic, logical process that includes understanding the problem, reviewing literature, collecting and analyzing data, drawing conclusions, and generalizing findings. The document also discusses types of research questions, purposes of research, and common challenges in conducting research.
Marketing research involves systematically gathering and analyzing data to help companies make better marketing decisions. It includes both secondary research of existing data and primary research collecting new data. The marketing research process involves 4 steps - defining the problem, developing a research plan, implementing the plan by collecting data, and reporting findings. This can involve surveys, experiments, observations and focus groups. Researchers must develop sampling plans and instruments to efficiently obtain relevant information from consumers and the market. The goal is to provide accurate insights to help companies understand customers and make informed choices.
Learning Objectives
To gain an understanding of the need for research.
To explore the differences between domestic and international research.
To learn where to find and how to use sources of secondary information.
To gain insight into the gathering of primary data.
To examine the need for international management information systems.
The document outlines key aspects of marketing research including:
1) It explains the importance of information to companies and their understanding of markets.
2) It describes the marketing research process as having four steps - defining the problem, developing a research plan, implementing the plan, and interpreting and reporting findings.
3) It distinguishes between primary data, which is collected specifically for the research purpose, and secondary data, which already exists from other sources.
Marketing research involves systematically collecting, analyzing, and reporting data to help solve marketing problems and make decisions. The marketing research process involves 6 steps: 1) defining the problem and objectives, 2) developing a research plan, 3) collecting data, 4) analyzing the data, 5) presenting findings, and 6) making decisions. American Airlines conducted research and found that offering in-flight internet access would appeal most to business travelers, could earn a profit if priced at $15-25 per flight, and would improve the airline's image and customer goodwill.
The document discusses the steps involved in conducting marketing research, including defining the problem, developing a research plan, collecting and analyzing information, presenting findings, and making decisions based on the research. It also covers different types of marketing research firms and approaches, as well as tools for data collection, analysis, and measuring marketing performance. The goal of marketing research is to provide systematic insights into customer attitudes and buying behaviors to help companies with their specific marketing situations.
Chapter 3- Marketing Information System.pdfOshadiVindika
This document provides an overview of marketing information systems. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key components of a marketing information system are described as the internal records system, marketing intelligence system, marketing decision support system, and marketing research. Examples of each component are provided, such as how an internal records system manages customer databases and tracks order fulfillment.
The document discusses marketing information systems and market research. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, evaluate and distribute timely and accurate information to marketing decision makers. It outlines the five steps in the market research process as defining the problem, developing a research plan, implementing the plan by collecting data, interpreting findings, and reporting results. It also explains how companies analyze information using statistical analysis and distribute it through routine reporting and databases.
The document discusses research methodology and defines research. It provides examples of what constitutes research and what does not. Research is defined as a systematic, logical process that includes understanding the problem, reviewing literature, collecting and analyzing data, drawing conclusions, and generalizing findings. The document also discusses types of research questions, purposes of research, and common challenges in conducting research.
Marketing research involves systematically gathering and analyzing data to help companies make better marketing decisions. It includes both secondary research of existing data and primary research collecting new data. The marketing research process involves 4 steps - defining the problem, developing a research plan, implementing the plan by collecting data, and reporting findings. This can involve surveys, experiments, observations and focus groups. Researchers must develop sampling plans and instruments to efficiently obtain relevant information from consumers and the market. The goal is to provide accurate insights to help companies understand customers and make informed choices.
Learning Objectives
To gain an understanding of the need for research.
To explore the differences between domestic and international research.
To learn where to find and how to use sources of secondary information.
To gain insight into the gathering of primary data.
To examine the need for international management information systems.
The document outlines key aspects of marketing research including:
1) It explains the importance of information to companies and their understanding of markets.
2) It describes the marketing research process as having four steps - defining the problem, developing a research plan, implementing the plan, and interpreting and reporting findings.
3) It distinguishes between primary data, which is collected specifically for the research purpose, and secondary data, which already exists from other sources.
An MIS consists of three parts: people who gather and use the information, equipment like databases to store it, and processes for collecting, analyzing and sharing it. The system helps assess needs, develop useful internal and external data, and distribute findings. However, managers must balance information wants with needs and feasibility given limitations. Too much unfocused data can create overload instead of insights.
The document discusses marketing information systems and demand measurement. It describes the components of a modern marketing information system, including internal record systems and databases. It also discusses marketing research methods like surveys and sampling. Finally, it covers measuring market demand through methods like market build-up, brand development index, and forecasting future demand using techniques like time-series analysis and surveys of buyers' intentions.
The document discusses key aspects of marketing information systems and market research. It begins by outlining the steps in the market research process which includes defining problems/objectives, developing a research plan, implementing the plan by collecting/analyzing data, and interpreting/reporting findings. It then defines the marketing information system as consisting of people, equipment and procedures to gather, analyze and distribute timely and accurate information to decision makers. Lastly, it discusses how companies analyze information using statistical analysis and CRM software, and distribute it through reporting, databases and intranets.
United Airlines wanted to increase passenger loyalty. Their marketing research problem was to identify factors influencing airline travelers' loyalty. Research revealed safety, price, frequent flyer programs, and brand influenced choice. However, airlines were similar on these. Secondary data suggested food could differentiate airlines and influence loyalty. Surveys found customers wanted varied, updated food. Hypotheses predicted food was important and travelers valued branded, exotic food in large portions of consistent quality. Research testing these hypotheses helped United improve food service, increasing customer satisfaction and loyalty.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan with primary and secondary data collection methods, implementing the research, and interpreting and reporting the findings.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
The document discusses developing competitive advantage and strategic focus through situation analysis and SWOT analysis. It covers collecting and analyzing marketing information, including conducting an internal, customer, and external environment analysis. A SWOT analysis framework is then presented for organizing environmental data. Key elements of a SWOT analysis include identifying strengths, weaknesses, opportunities, and threats within the internal and external environments. Conducting a thorough situation analysis and SWOT is important for informing marketing strategy and leveraging competitive advantages.
This document discusses managing marketing information and gaining customer insights through various processes. It describes assessing marketing information needs, developing marketing information through internal data, marketing intelligence and marketing research, analyzing information, and distributing and using information. The key points are that customer insights come from better understanding customer needs and wants through effective use of marketing information, and that marketing information systems help companies form customer insight teams to create more value for customers.
The document provides an overview of various marketing research and analysis tools including PESTEL analysis, SWOT analysis, segmentation, target markets, value propositions, competitive advantages, Hofstede's cultural dimensions, and the marketing mix (4Ps). It discusses how these concepts are used to evaluate business opportunities and develop effective marketing strategies when expanding into global markets. Key factors that must be considered for international market entry such as target markets, entry mode, timing, and exit strategies are also summarized.
The document provides an overview of research methodology. It defines research as a systematic process of inquiry aimed at discovering and generating new knowledge. The key aspects of research covered include formulating research problems and objectives, reviewing previous literature, developing testable hypotheses, designing the research study, collecting and analyzing data, and interpreting and reporting findings. Examples are given of each step of the research process. Criteria for good research such as clearly defined concepts and terms, consideration of limitations, and usefulness of findings are also discussed.
Nestle Purina PetCare wanted to understand the impact of their online advertising and websites on offline sales. They analyzed online and offline panel data and found that (1) banner clickthrough was low at 0.06% but (2) 31% of subjects exposed to both online and offline ads mentioned Purina, and (3) those with high exposure mentioned Purina more. Companies are using vast amounts of online and offline data through marketing information systems and knowledge management to guide business decisions.
The document discusses marketing information systems and the marketing research process. It defines a marketing information system as consisting of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. The marketing research process involves 5 steps: 1) defining the problem and objectives, 2) developing a research plan, 3) implementing the plan, 4) interpreting findings, and 5) reporting and distributing results. The document provides details on each step and types of marketing data and research methods used.
This document discusses marketing information systems and marketing research. It defines the key components of a marketing information system, including accounting information systems, marketing research, and marketing intelligence. It also outlines the marketing research process from defining the problem to communicating results. Marketing research involves both primary and secondary data collection methods like surveys, experiments, observation, and focus groups. The goal of a marketing information system is to provide accurate, timely data to support marketing decisions.
This document provides an overview of decision support systems and marketing research. It discusses key concepts such as marketing intelligence, decision support systems, marketing databases, and the roles and steps of marketing research. The three main roles of marketing research are described as descriptive, diagnostic, and predictive. Various research methods like surveys, experiments, observation, and secondary data are also summarized.
The document discusses marketing information systems and the marketing research process. It provides details on:
1) The components of a marketing information system which gathers, analyzes, and distributes market data to aid decision making.
2) The steps in the marketing research process including defining problems, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
3) Common marketing research approaches like surveys, experiments, and observations and how they are used for descriptive, causal, and exploratory research.
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
International marketing research involves overcoming cultural boundaries to communicate research questions and applying traditional research techniques in new contexts. Research can gather general country information, anticipate trends, or collect specific market data. A systematic process includes defining problems, finding sources, gathering and analyzing data, communicating results. Secondary data may be unavailable, unreliable, or incomparable across countries. Primary data collection faces challenges from cultural differences in communication, sampling, language, and interpretation. Multicultural research requires understanding differences. The internet now provides easier access to secondary data. Demand is estimated through expert opinion, analogy, or adjusted historical data given uncertainties. Analyzing results requires cultural understanding and skepticism toward data limitations. Companies can conduct research internally, through local agencies, or in
The document discusses marketing information systems (MIS). An MIS consists of people, equipment, and procedures to gather, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It interacts with users to assess needs, develops information internally and externally, helps analyze data for decisions, and shares information. Assessing user needs requires balancing requirements with feasibility. An MIS obtains internal customer data, financial records, operations reports, marketing intelligence from public sources, and marketing research results to inform decisions. Market research is a systematic process to study specific marketing situations through data collection and analysis. The global market research industry spends over $9 billion annually, with the US accounting for $4.6 billion.
Managing marketing information to gain customer insights. MarketingDearMudassir
This document provides an overview of principles of marketing and managing marketing information to gain customer insights. It discusses assessing marketing information needs, marketing research, and analyzing and using market information. Specific topics covered include marketing information systems, assessing marketing information needs, developing and collecting marketing information through research, analyzing the information using tools like CRM, and distributing and using the marketing information.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
More Related Content
Similar to CH04 - Managing Marketing Information.ppt
An MIS consists of three parts: people who gather and use the information, equipment like databases to store it, and processes for collecting, analyzing and sharing it. The system helps assess needs, develop useful internal and external data, and distribute findings. However, managers must balance information wants with needs and feasibility given limitations. Too much unfocused data can create overload instead of insights.
The document discusses marketing information systems and demand measurement. It describes the components of a modern marketing information system, including internal record systems and databases. It also discusses marketing research methods like surveys and sampling. Finally, it covers measuring market demand through methods like market build-up, brand development index, and forecasting future demand using techniques like time-series analysis and surveys of buyers' intentions.
The document discusses key aspects of marketing information systems and market research. It begins by outlining the steps in the market research process which includes defining problems/objectives, developing a research plan, implementing the plan by collecting/analyzing data, and interpreting/reporting findings. It then defines the marketing information system as consisting of people, equipment and procedures to gather, analyze and distribute timely and accurate information to decision makers. Lastly, it discusses how companies analyze information using statistical analysis and CRM software, and distribute it through reporting, databases and intranets.
United Airlines wanted to increase passenger loyalty. Their marketing research problem was to identify factors influencing airline travelers' loyalty. Research revealed safety, price, frequent flyer programs, and brand influenced choice. However, airlines were similar on these. Secondary data suggested food could differentiate airlines and influence loyalty. Surveys found customers wanted varied, updated food. Hypotheses predicted food was important and travelers valued branded, exotic food in large portions of consistent quality. Research testing these hypotheses helped United improve food service, increasing customer satisfaction and loyalty.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan with primary and secondary data collection methods, implementing the research, and interpreting and reporting the findings.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
The document discusses developing competitive advantage and strategic focus through situation analysis and SWOT analysis. It covers collecting and analyzing marketing information, including conducting an internal, customer, and external environment analysis. A SWOT analysis framework is then presented for organizing environmental data. Key elements of a SWOT analysis include identifying strengths, weaknesses, opportunities, and threats within the internal and external environments. Conducting a thorough situation analysis and SWOT is important for informing marketing strategy and leveraging competitive advantages.
This document discusses managing marketing information and gaining customer insights through various processes. It describes assessing marketing information needs, developing marketing information through internal data, marketing intelligence and marketing research, analyzing information, and distributing and using information. The key points are that customer insights come from better understanding customer needs and wants through effective use of marketing information, and that marketing information systems help companies form customer insight teams to create more value for customers.
The document provides an overview of various marketing research and analysis tools including PESTEL analysis, SWOT analysis, segmentation, target markets, value propositions, competitive advantages, Hofstede's cultural dimensions, and the marketing mix (4Ps). It discusses how these concepts are used to evaluate business opportunities and develop effective marketing strategies when expanding into global markets. Key factors that must be considered for international market entry such as target markets, entry mode, timing, and exit strategies are also summarized.
The document provides an overview of research methodology. It defines research as a systematic process of inquiry aimed at discovering and generating new knowledge. The key aspects of research covered include formulating research problems and objectives, reviewing previous literature, developing testable hypotheses, designing the research study, collecting and analyzing data, and interpreting and reporting findings. Examples are given of each step of the research process. Criteria for good research such as clearly defined concepts and terms, consideration of limitations, and usefulness of findings are also discussed.
Nestle Purina PetCare wanted to understand the impact of their online advertising and websites on offline sales. They analyzed online and offline panel data and found that (1) banner clickthrough was low at 0.06% but (2) 31% of subjects exposed to both online and offline ads mentioned Purina, and (3) those with high exposure mentioned Purina more. Companies are using vast amounts of online and offline data through marketing information systems and knowledge management to guide business decisions.
The document discusses marketing information systems and the marketing research process. It defines a marketing information system as consisting of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. The marketing research process involves 5 steps: 1) defining the problem and objectives, 2) developing a research plan, 3) implementing the plan, 4) interpreting findings, and 5) reporting and distributing results. The document provides details on each step and types of marketing data and research methods used.
This document discusses marketing information systems and marketing research. It defines the key components of a marketing information system, including accounting information systems, marketing research, and marketing intelligence. It also outlines the marketing research process from defining the problem to communicating results. Marketing research involves both primary and secondary data collection methods like surveys, experiments, observation, and focus groups. The goal of a marketing information system is to provide accurate, timely data to support marketing decisions.
This document provides an overview of decision support systems and marketing research. It discusses key concepts such as marketing intelligence, decision support systems, marketing databases, and the roles and steps of marketing research. The three main roles of marketing research are described as descriptive, diagnostic, and predictive. Various research methods like surveys, experiments, observation, and secondary data are also summarized.
The document discusses marketing information systems and the marketing research process. It provides details on:
1) The components of a marketing information system which gathers, analyzes, and distributes market data to aid decision making.
2) The steps in the marketing research process including defining problems, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
3) Common marketing research approaches like surveys, experiments, and observations and how they are used for descriptive, causal, and exploratory research.
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
International marketing research involves overcoming cultural boundaries to communicate research questions and applying traditional research techniques in new contexts. Research can gather general country information, anticipate trends, or collect specific market data. A systematic process includes defining problems, finding sources, gathering and analyzing data, communicating results. Secondary data may be unavailable, unreliable, or incomparable across countries. Primary data collection faces challenges from cultural differences in communication, sampling, language, and interpretation. Multicultural research requires understanding differences. The internet now provides easier access to secondary data. Demand is estimated through expert opinion, analogy, or adjusted historical data given uncertainties. Analyzing results requires cultural understanding and skepticism toward data limitations. Companies can conduct research internally, through local agencies, or in
The document discusses marketing information systems (MIS). An MIS consists of people, equipment, and procedures to gather, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It interacts with users to assess needs, develops information internally and externally, helps analyze data for decisions, and shares information. Assessing user needs requires balancing requirements with feasibility. An MIS obtains internal customer data, financial records, operations reports, marketing intelligence from public sources, and marketing research results to inform decisions. Market research is a systematic process to study specific marketing situations through data collection and analysis. The global market research industry spends over $9 billion annually, with the US accounting for $4.6 billion.
Managing marketing information to gain customer insights. MarketingDearMudassir
This document provides an overview of principles of marketing and managing marketing information to gain customer insights. It discusses assessing marketing information needs, marketing research, and analyzing and using market information. Specific topics covered include marketing information systems, assessing marketing information needs, developing and collecting marketing information through research, analyzing the information using tools like CRM, and distributing and using the marketing information.
Similar to CH04 - Managing Marketing Information.ppt (20)
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
2. 2
Learning Goals
1. Explain the importance of information to
the company
2. Define the marketing information system
3. Outline the steps in the market research
process
4. Explain how companies analyze and
distribute information
5. Discuss special issues facing market
researchers
3. 3
Learning Goals
1. Explain the importance of information to
the company
2. Define the marketing information system
3. Outline the steps in the market research
process
4. Explain how companies analyze and
distribute information
5. Discuss special issues facing market
researchers
4. Case Study
New Coke
New Coke product
failure
Poor sales
Over 1,500 phone calls
a day from angry
customers
Old coke returns in only
3 months
Due largely to research
failure
Tested on taste only – not
intangibles
Decisions based on 60%
ratings
All for $4 million!
4 - 4
5. 5
Learning Goals
1. Explain the importance of information to the
company
2. Define the marketing information system
3. Outline the steps in the market research
process
4. Explain how companies analyze and distribute
information
5. Discuss special issues facing market
researchers
6. 6
Marketing Information System
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.
8. 8
Marketing Information System
Interacts with information users to assess
information
Develops needed information from internal and
external sources
Helps users analyze information for marketing
decisions
Distributes the marketing information and helps
managers use it for decision making
10. 10
Assessing Marketing Information
Needs
The MIS serves company managers as
well as external partners
The MIS must balance needs against
feasibility:
Not all information can be obtained
Obtaining, processing, sorting, and delivering
information is costly
11. 11
Developing Marketing Information
Internal data is gathered via
customer databases,
financial records, and
operations reports
Advantages include
quick/easy access to
information
Disadvantages stem from the
incompleteness or
inappropriateness of data to
a particular situation
Internal data
Marketing
intelligence
Marketing research
Sources of Info
12. This ad is
targeted to
businesses to
reinforce the
importance of a
good internal
data for an MIS
system
13. 13
Developing Marketing Information
Marketing intelligence is
the systematic collection
and analysis of publicly
available information about
competitors and trends in
the marketing
environment.
Competitive intelligence
gathering activities have
grown dramatically.
Many sources of
competitive information
exist.
Internal data
Marketing
intelligence
Marketing research
Sources of Info
14. 14
Sources of Competitive
Intelligence
Company employees
Internet
Garbage
Published information
Competitor’s
employees
Trade shows
Benchmarking
Channel members
and key customers
15. 15
Developing Marketing Information
Marketing research is the
systematic design,
collection, analysis, and
reporting of data relevant
to a specific marketing
situation facing an
organization.
Internal data
Marketing
intelligence
Marketing research
Sources of Info
17. 17
Learning Goals
Explain the importance of information to the
company
Define the marketing information system
Outline the steps in the market research process
Explain how companies analyze and distribute
information
Discuss special issues facing market
researchers
19. 19
Step 1: Defining the problem
and research objectives
The manager and the researcher must
work together.
These objectives guide the entire
process.
Exploratory, descriptive, and causal
research each fulfill different
objectives.
20. 20
Step 1: Defining the Problem &
Research Objectives
Example: American Airlines Case:
American Airlines is constantly looking for new ways
to serve the needs of air travelers.
One manager came up with the idea of offering phone
service to passengers.
The other managers got excited about this idea and
agreed that it should be researched further.
The marketing manager volunteered to do some
preliminary research
21. 21
Defining the Problem & Research Objectives
Example: American Airlines Case
The marketing manager contacted a major
telecommunications company to find out the cost of
providing this service on B-747 coast-to-coast flights.
The telecommunications company said that the device would
cost the airline $1.000 a flight.
The airline could breakeven if it charged $25 a phone call and at
least 40 passengers made calls during the flight.
The marketing manager then asked the company’s
research manager to find out how air travelers would
respond to this new service.
22. 22
Defining the Problem & Research Objectives
Example: American Airlines Case (cont.)
American Airlines looking for new ways to serve the
needs of air travelers the idea of offering phone
service to passengers
Research Problem ?
“to find out everything about air travelers’ need” – too broad!
“to find out if enough passengers aboard a B-747 flying
between East Cost and West Coast would be willing to pay $
25” to make a phone call so that the company would break
even on the cost of offering this service” – too narrow!
Research Problem is finally defined as: “Will offering an in-
flight phone service create enough incremental preference
and profit for American Airlines to justify its cost against other
possible investments that the company might make?”
23. 23
Defining the Problem & Research Objectives
Example: American Airlines Case (cont.)
Research Objectives:
What are the main reasons that airline passengers might place phone
calls while flying?
What kinds of passengers would be the most likely to make phone
calls?
How many passengers are likely to make phone calls, given different
price levels?
How many extra passengers might choose American because of this
new service?
How much long-term support will this service add to American
Airlines’ image?
How important will phone service be relative to other factors? (such
as flight schedules, food quality, baggage handling, etc.)
24. 24
Step 1: Defining the Problem &
Research Objectives
Exploratory
Research
Descriptive
Research
Causal
Research
•Test cause- and-effect
relationships.
•Tests hypotheses about cause-
and-effect relationships.
•Sheds light on problem - suggest
solutions or new ideas.
•Gathers preliminary information
that will help define the problem
and suggest hypotheses
•Ascertain magnitudes
•Describes things as market
potential for a product or the
demographics and consumers’
attitudes.
25. 25
Step 2: Developing the Research
Plan
Research plan is a written document which
outlines the type of problem, objectives, data
needed, and the usefulness of the results.
Includes:
Secondary data: Information collected for another
purpose which already exists
Primary data: Information collected for the specific
purpose at hand
26. 26
Secondary Data
Secondary data sources:
Government information
Internal, commercial, and online databases
Publications
Advantages:
Obtained quickly
Less expensive than primary data
Disadvantages:
Information may not exist or may not be usable
27. 27
Data that were
collected for another
purpose, and already
exist somewhere
(+)Obtained more quikcly
/ at lower cost
(-)Might not be
usable data.
Developing the Research Plan:
Data Sources
both must be:
Relevant
Accurate
Current
Impartial
Data gathered for
a specific purpose
or for a specific
research project
30. 30
Primary Data
Primary research decisions:
Research approaches
Contact methods
Sampling plan
Research instruments
31. 31
Primary Data
Observation research
using people or machines
Discovers behavior but
not motivations
Survey research
Effective for descriptive
information
Experimental research
investigates cause and
effect relationships
Research Approach
Contact Method
Sampling Plan
Research Instrument
Decisions
32. 32
Research Approaches
Survey
Asking individuals about attitudes,
preferences or buying behaviors
(Descriptive)
Experimental
Using groups of people to determine
cause-and-effect relationships
(Causal)
Observational
Gathering data by observing people, actions
and situations (Exploratory)
33. 33
Primary Data
Key Contact Methods
include:
Mail surveys
Telephone surveys
Personal interviewing:
Individual or focus
group
Online research
Research Approach
Contact Method
Sampling Plan
Research Instrument
Decisions
34. 34
Strengths and Weaknesses of
Contact Methods Relate to:
Flexibility
Sample control
Data quantity
Cost
Interviewer effects
Speed of data
collection
Response rate
35. 35
Strengths and Weaknesses of
Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of
Data Collected
Good Fair Excellent Good
Control of
Interviewer
Excellent Fair Poor Fair
Control of
Sample
Fair Excellent Fair Poor
Speed of Data
Collection
Poor Excellent Good Excellent
Response Rate Fair Good Good Good
Cost Good Fair Poor Excellent
36. 36
Primary Data
Sample: subgroup of
population from whom
information will be collected
Sampling Plan Decisions:
Sampling unit
Sample size
Sampling procedure:
Probability samples
Non-probability
samples
Research Approach
Contact Method
Sampling Plan
Research Instrument
Decisions
37. 37
Sampling Plan
Who is to be
surveyed?
(Sampling
Unit)
How many
should be
surveyed?
(Sample size)
How should the
sample be
chosen?
(Sampl.procedure)
Probability or
Non-probability
sampling?
Sample -
representative
segment of the
population
38. 38
Sampling Plan
Probability Sampling
Simple random sample every member of the population has
an equal chance of selection
Stratified random sample the population is divided into
groups, random samples are drawn from each group
Cluster (area) sample e.g. groups such as blocks
Nonprobability Sampling
Convenience sample The most accessible population
members are selected to obtain information
Judgement sample The researcher uses judgement to select
population members who are good prospects for accurate
information
Quota sample finds and interviews a prescribed number of
people in each of several categories
39. 39
Primary Data
Questionnaires
Include open-ended
and closed-ended
questions
Phrasing and question
order are key
Mechanical instruments
Nielsen’s people meters
Checkout scanners
Eye cameras
Research Approach
Contact Method
Sampling Plan
Research Instrument
Decisions
40. Eye Cameras
Eye cameras track the
consumer’s eyes as they look at
marketing materials
Applications
print ads – where do people look
first?
Web pages – do people view
banner ads?
Other web applications?
4 - 40
41. Discussion Question
A digital camera manufacturer
wants to determine what is
most important to older (50+)
camera buyers
Suggest a research approach,
contact methods, sampling
plan, research instruments
42. 42
Step 3: Implementing the Research
Plan
Data is collected by the company or an
outside firm
The data is then processed and checked
for accuracy and completeness and coded
for analysis
Finally the data is analyzed by a variety of
statistical methods
43. 43
Step 4: Interpreting and Reporting
the Findings
The research interprets the finding, draws
conclusions and reports to management
Managers and researchers must work
together to interpret results for useful
decision making
44. 44
American Airlines Case:
Main Survey Findings
The chief reasons for using in-flight phone service are:
emergencies,
urgent business deals,
mix-ups in flight times, and so on.
Making phone calls to pass the time would be rare. Most
of the phone calls would be made by businesspeople on
expense accounts.
About 5 passengers out of every 200 would make in-flight
phone calls at a price $25 a call; 12 would make calls at
$15.
Thus a charge of $15 would produce more revenue
(12x$15=$180) than $25 a call (5x$25=$125).
(Still, this is far below the in-flight breakeven cost of $1000)
45. 45
American Airlines Case:
Main Survey Findings (cont.)
The promotion of in-flight phone service would win
American about two extra passengers on each flight.
The net revenue from these two extra passengers would be
about $ 620, but this still would not help meet the breakeven
cost.
Offering in-flight phone service would strengthen the
public’s image of American Airlines as an innovative and
progressive airline.
However, it would cost American about $200 per flight to create
this extra goodwill.
46. 47
Marketing Research Industry
$ 9 Billion a year is spent on marketing/advertising/public
opinion research services around the world
US spending on MR is $ 4.6 billion
About 39% of the world's spending for research
services goes to the 10 largest MR organizations.
About 51% is held by the 25 largest worldwide
organizations
Approximately 31% of all research budget (cost) are
spent on
syndicated research.
19% is spent on custom qualitative studies
The remainder is spent on custom quantitative studies
47. 48
Marketing Research Industry
in Turkey
Syndicated Services (MR data gathering and reporting)
AC Nielsen: Retail Measurement Services - Scan Track -
Brand Track- CATI and CAPI
AGB: Daily, weekly and monthly reports on the figures/
statistics of reseach, share, rating figures, distribution of
ratings on different target groups
Bilişim International Research Org.: Monthly Advertising
Expenditure Surveys
HTP Research and Consulting Services: Household
consumption panel (weekly visits, monthly report, 12 major
cities, 300 households)
Information Resources Inc/Panel: Retail audit (Electronic
data collection) -Retail information (Supermarket
information, Infoscan)
48. 49
Analyzing Marketing Information
Information gathered in internal databases and
through marketing intelligence and marketing
research may require more analysis
Statistical analysis and analytical models are often used
Managers may need help in applying the info. to
their mktg problems and decisions
Marketing decision support sysytems (MDSS)
“coordinated collection of data, systems, tools and
techniques with supporting software and hardware, by which
an organization gathers and interprets relevant information
from business and environment and turns it into a basis for
marketing action”
marketing and sales software programs
decision models
49. 50
Customer Relationship Management
Customer relationship management (CRM) software
helps manage information by integrating customer data
from all sources within a company, analyzing in depth,
and applying the results to build stronger relationships
“Customer touch points” are analyzed in order to maximize
“customer loyalty”.
Data warehouses
Data mining techniques
“...CRM is not a technology solution....is just
one part of an effective overall customer
relationship strategy...”
CRM software offers many benefits and can help a firm
gain a competitive advantage when used as part of a total
CRM strategy
50. 51
Distributing and Using Marketing
Information
Information Must be Distributed
to the Right Managers at the Right Time.
Distributes Nonroutine
Information for Special
Situations
Distributes Routine
Information for
Decision Making
Intranets&extranets
51. Market Research Companies AC
Nielsen
AC Nielsen helps define the problem by
packaging data around common problems,
including customer satisfaction and new
product sales
It develops the sampling plans, collects and
analyzes the data
Firms purchase these reports as secondary
data.
53. 55
Learning Goals
1. Explain the importance of information
to the company
2. Define the marketing information
system
3. Outline the steps in the market
research process
4. Explain how companies analyze and
distribute information
5. Discuss special issues facing market
researchers