Objectives
Objectives
Components of a marketing information Components of a marketing information system
system
Criteria of good marketing researchCriteria of good marketing research
Decision support systems for marketing Decision support systems for marketing management
management
A marketing information system (MIS)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.
A marketing intelligence systemmarketing intelligence system is a set of
procedures and sources used by managers to obtain everyday information about developments in the
Defining the Problem & Research
Objectives
Defining the Problem & Research
Objectives
•Test cause- and-effect relationships.
•Tests hypotheses about cause- and-effect relationships.
•Test cause- and-effect relationships.
•Tests hypotheses about cause- and-effect relationships.
•Sheds light on problem - suggest solutions or
new ideas.
•Sheds light on problem - suggest solutions or
new ideas.
•Ascertain magnitudes.
Research Approaches
Research Approaches
BehavioralBehavioral Focus-groupFocus-group
SurveySurvey
Secondary-Data Sources
Secondary-Data Sources
Internal SourcesInternal Sources
Government PublicationsGovernment Publications Periodicals and BooksPeriodicals and Books
Commercial DataCommercial Data On-LineOn-Line
AssociationsAssociations
The Marketing Research
Process
The Marketing Research
Process
Defining the
Defining the
problem and
problem and
research
research
objectives
objectives Defining the
Defining the
problem and
problem and
research
the research
the research
plan
plan
Developing
Developing
the research
the research
plan
plan
Collect the
Collect the
information
information Collect the
Collect the
information
information
Analyze the Analyze the information information Analyze the Analyze the information information
Present the
Present the
findings
findings Present the
Present the
findings
Good Marketing Research:
Good Marketing Research:
Is scientificIs scientific Is creativeIs creative
Uses multiple methodsUses multiple methods
Realizes the interdependence of models Realizes the interdependence of models
& data & data
Acknowledges the cost & value of Acknowledges the cost & value of
information information
Ninety Types of Demand
Measurement (6 x 5 x 3)
All sales All sales
Company sales Company sales Product line sales Product line sales Product form sales Product form sales Product item sales Product item sales Industry sales Industry sales
Product
Product
level
level
Territory TerritoryRegionRegion
U.S.A.
Demand
Demand
Market Demand Company
Estimating Current Demand
Estimating Current Demand
Total Market PotentialTotal Market Potential
Area Market PotentialArea Market Potential
Industry SalesIndustry Sales
Estimating Future Demand
Estimating Future Demand
Survey of Buyers’ IntentionsSurvey of Buyers’ Intentions
Composite of Sales Force OpinionComposite of Sales Force Opinion
Expert OpinionExpert Opinion
Past Sales AnalysisPast Sales Analysis
Review
Review
Components of a marketing information Components of a marketing information system
system
Criteria of good marketing researchCriteria of good marketing research
Decision support systems for marketing Decision support systems for marketing management
management
