Transcript Basic Marketing, 13th edition

Chapter 8:
Improving Decisions
with Marketing
Information
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Chapter 8 Objectives
When you finish this chapter, you should
1. Know about marketing
information systems.
2. Understand a scientific
approach to marketing
research.
3. Know how to define and
solve marketing problems.
4. Know about getting
secondary and primary data.
8-2
5. Understand the role of
observing, questioning, and
using experimental methods
in marketing research.
6. Understand the important new
terms.
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Marketing Information Systems
Market
Research
Studies
Internal
Data
Sources
External
Data
Sources
Exhibit 8-1
8-3
Questions
and Answers
New Information
Informatio
n
Sources
Marketing
Models
Decisio
n
Maker
Result
s
Answers
?
Inputs
Databases
Decision
Support
System
(DSS)
Marketing
Manager
Decisions
Outcomes
Information
Technology
Specialists
Feedback
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Marketing Research Process
Early
Identification
of
Solution
Defining
the
Problem
Analyzing
the
Situation
Getting
ProblemSpecific
Data
Interpreting
Data
Solving
the
Problem
Feedback to Previous Steps
Exhibit 8-2
8-4
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Sources of Data
Secondary
Data
Sources
Inside Company
Outside Company
All
Data
Sources
Observation
Primary
Data
Sources
Questioning
Exhibit 8-3
8-5
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Collecting Data
Mail
Primary
Methods
for
Collecting
Survey
Data
Telephone
Personal
Interview
8-6
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Interpreting Data
Population
Sample
Key Issues
in Data
Interpretation
Confidence
Intervals
Validity
8-7
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Key Terms
Marketing Information
System (MIS)
Intranet
Decision Support System (DSS)
Search Engine
Marketing Model
Marketing Research
Scientific Method
Hypotheses
Marketing Research Process
Situation Analysis
Secondary Data
Primary Data
8-8
Research Proposal
Qualitative Research
Focus Group Interview
Quantitative Research
Response Rate
Consumer Panels
Experimental Method
Statistical Packages
Population
Sample
Random Sampling
Confidence Intervals
Validity
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill