Marketing Chapter 7 Notes

marketing dashboard and marketing model
two types of decision support systems
defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem
five steps to the marketing research process
defining the problem
often the most difficult step on the marketing research process
Statistical Abstract of the US
provides a summary of statistics on the social, political, and economic organizations of the US; for the U.S. market, it is one of the most useful summary references
United Nations Statistical Yearbook
One of the best summaries of worldwide data
questioning and observing
two basic methods for obtaining information about customers
marketing decision support systems
an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions
interactive, flexible, discovery oriented, accessible
characteristics of marketing decision support systems
database marketing
the creation of a large computerized file of customers and potential customers’ profiles and potential patterns
descriptive, diagnostic, predictive
the role of marketing research
descriptive
role of marketing research; gathering and presenting factual data
diagnostic
role of marketing research; explaining data
predictive
role of marketing research; addressing “what if” questions
defining the problem
step one in the marketing research process
analyzing the situation
step two in the marketing research process
internal corporate information, government agencies, trade and industry associations, business periodicals, news media
sources of secondary data
saves time and money, aids in determining direction for primary data collection, pinpoints the kinds of people to approach, serves as a basis of comparison for other data
advantages of secondary data
may not give adequate detailed information, may not be on target with the research problem quality and accuracy of data may pose a problem
disadvantages of secondary data
answers a specific research question, data are current, source of data is known, secrecy can be maintained
advantages of primary data
can be expensive (disadvantages usually offset by advantages)
disadvantages of primary data
survey research
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
In-home interviews, mail surveys, mail intercept interviews, executive interviews, telephone interviews, focus groups
forms of survey research
observation research
a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, machine watching an activity
people watching people, people watching an activity, machines watching people, machine watching an activity
four types of observation:
cross-tabulation
a method of analyzing data that lets the analyst look at the responses of one question in relation to the responses of one or more other questions
getting problem-specific data
step 3 in the marketing research process
interpreting the data
step 4 in the marketing research process
solving the problem
step 5 in the marketing research process
concise statement of the research objectives, explanation of research design, summary of major findings, conclusion with recommendations
preparing and presenting the report