Marketing Research and Information Systems

1
Chapter 4

• Marketing Research and Information Systems

2
The Importance of Information

• Companies need information about their
• Marketing environment
• Competition
• Customer needs
• Managers dont need more information, they need
  better information.

3
Developing Information
Information Needed by Managers Can be Obtained
From
Internal Data
Computerized Collection of Information from Data
Sources (i.e. Accounting) Within the Company.
Collection and Analysis of Publicly Available
Information about Competitors and the Marketing
Environment (i.e. Technological).
Marketing Intelligence
Marketing Research
Design, Collection, Analysis, and Reporting of
Data about a Specific Marketing Situation Facing
the Organization.
Acquired Databases
Collecting data from existing external sources
4
Steps in the Research Process
5
Marketing Research ProcessStep 1. Defining the
Research Problem
Three components of the research problem
6
Marketing Research ProcessStep 2. Develop the
Research Design
7
Marketing Research ProcessStep 2. Develop the
Research Design
Research Designs used in Primary Research

• Gathers preliminary information
• that will help define the problem
• and suggest hypotheses.

Exploratory Research
Descriptive Research

• Describes things as market
• potential for a product or the
• demographics and consumers
• attitudes.

• Test hypotheses about cause-
• and-effect relationships.
• Tests hypotheses about cause-
• and-effect relationships.

Causal Research
8
Marketing Research ProcessStep 2. Develop the
Research Design
Forms of Exploratory Research
Ethnographies
9
Marketing Research ProcessStep 3. Method for
Collecting Primary Data
10
Marketing Research ProcessStep 4. Designing the
Sample
Who is to be surveyed? (What Sampling Unit?)
Probability or Non-probability sampling?
Sampling Plans
Sample - representative segment of
the population
How should the sample be chosen?
How many should be surveyed?
11
Marketing Research Process
Step 5 Collecting the Data
Step 6 Analyzing the Data
Step 7 Reporting Results