Transcript Essentials of Marketing, 8th Edition

Chapter 7:
Improving Decisions
with Marketing
Information
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
Irwin/McGraw-Hill
Chapter 7 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.
7-2
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., 2000
Irwin/McGraw-Hill
Marketing Information Systems
Market
Research
Studies
Internal
Data
Sources
External
Data
Sources
Exhibit 7-1
7-3
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., 2000
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 7-2
7-4
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
Irwin/McGraw-Hill
Sources of Data
Secondary
Data
Sources
Inside Company
Outside Company
All
Data
Sources
Observation
Primary
Data
Sources
Questioning
Exhibit 7-3
7-5
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
Irwin/McGraw-Hill
Collecting Data
Mail
Primary
Methods
for
Collecting
Survey
Data
Telephone
Personal
Interview
7-6
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
Irwin/McGraw-Hill
Interpreting Data
Population
Key Issues
in Data
Interpretation
Sample
Validity
7-7
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
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
7-8
Research Proposal
Qualitative Research
Focus Group Interview
Quantitative Research
Response Rate
Consumer Panels
Experimental Method
Statistical Packages
Population
Sample
Validity
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 2000
Irwin/McGraw-Hill