Marketing Ch5- Info Systems and Marketing Research

casual research
marketing research to test hypotheses about cause and effect relationships
data warehouses
collect data from a variety of sources and store it in an accessible location
descriptive research
marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers
enthographic research
trained observers interact with and or observe consumers in their natural habitat
experimental research
the gathering of primary data by selecting marched groups of subjects, giving them treatments, controlling related factors, and checking for differences in group responses
exploratory research
marketing research to gather prelim info that will help to better define problems and suggest hypotheses
internal data
consists of electronic databases and non electronic information and records of consumer and market info obtained from wi the company

info gathered wi the company to evaluate marketing performance and to detect marketing problems and opportunities

marketing dashboards
like instrument panel in ur far or plane, visually displaying realtime indicators to ensure proper functioning
marketing Information systems (MIS)
a structure of people, equipment and procedures to gather sort analyze evaluate and distribute needed, timely and accurate info to marketing decision makers

MIS begins and ends with marketing managers but managers throughout the organization should b involved

first MIS interacts with managers to assess their info needs
next MIS develops needed information from internal company records, marketing intelligence activities and marketing research process
info analysts process information to make it more useful
finally the MIS distributes information to managers in the right form and at the right time to help the marketing planning implementation and control

marketing intelligence
everyday information about developments in the marketing environment that help managers prepare and adjust marketing plans
marketing research
the systematic design, collection analysis and reporting of data and findings relevant to a specific marketing situation facing a company

identifies and defines marketing opportunites and problems
project oriented

4steps
1defining the problem and research objectives
2developing the research plan
3implementing research plan
4interpreting and presenting findings

mystery shoppers
hospitality companies often hire disguised or mystery shoppers to pose as customers and report back on their experience
observational data
the gathering of primary data by relevant ppl actions and situations
primary data
info collected for the specific purpose at hand
sample
1 a segment of the population selected for the marketing research to represent the population as a whole
2offer of a trial about of a product to customers
secondary data
info that already exists somewhere javomg been collected for another purpose
survey research
the gathering of primary data by asking people questions about their knowledge attitudes preferences and buying behavior
marketing information and customer insights
to create value for customers and to build meaningful relationships with them marketers must gain fresh deep insights into what customers need and want
marketing information system
a marketing information system consists of people equip and procedures to other sort analyze evaluate and distribute needed timely and accurate information to marketing decision makerS
assessing information needs
a good marketing information system balances information that managers would like to have against that which they really need is feasible to obtain
developing information
information needed by marketing managers can be obtained from internal company records, marketing intelligence and marketing research
the info analysis system processes this information and presents tin a form that us useful to managers
1.internal data
2. guest information management
marketing intelligence
includes everyday information about developments in the marketing environment that help managers prepare and adjust marketing plans and shorten tactics.

comes from internal and external sources and sources of competitive information

internal sources
incl company’s executives, owners and employees
external sources
incl comptetiors gov agencies suppliers trade magazines newspapers business mags and online databases
1. defining the problem and research objectives
3 types of objectives
1 exploratory: to gether prelim information that will help define the problem and suggest hypothesizes
2 descriptive: to describe the size and composition of the market
3 causal: to test hypothesis about cause and effect relationships
2. developing the research plan for collecting information
1. determine the specific information needs: research objectives must be translated into specific information needs, researchers can gather secondary data, primary data or both.

secondary data consist of information already in existence somewhere having been college for another purpose

primary data consists of information collected for the specific purpose at hand
2. gather secondary data
3. research approaches:
a. observational research. gathering of primary data by observing relevant people, action and situations
b. survey research (structured/unstructured.. direct/indirect) best suited to gathering descriptive information
c. experimental research. best suited to gathering causal info

4. Contact methods. information can be collected by mail telephone or personal interview
a. sampling plan: researchers draw conclusions from groups by taking samples;
b. ethnographic research
c. research instruments
d. presenting the research plan

3. implementing research plan
the researcher puts the marketing research plan into action by collecting processing and analyzing the information
4. interpreting and reporting the findings
researcher must now interpret the findings and draw conclusions and report them to managements
information analysis
info gathered by companys marketing intelligence and marketing research systems can often benefit from additional analysis. this analysis helps to answer the questions related to what if and which is best
distributing information
marketing information has no value until the managers use it to make better decisions. the information that is gathered must reach the appropriate marketing managers at the right time