Transcript Chapter 1
Lamb, Hair, McDaniel 2010-2011 CHAPTER 9 Decision Support Systems and Marketing Research 1 Marketing Decision Support Systems There will be no questions on Marketing Decision Support Systems LO1 2 The Role of Marketing Research Marketing Research LO2 The process of planning, collecting, and analyzing data relevant to a marketing decision. 3 LO2 Marketing Research Studies Products Uses Advertising Awareness Prices Familiarity Packages New concepts Names and Logos Traffic patterns Services Wants Buying habits Needs Colors Politics 4 The Role of Marketing Research Descriptive Gathering and presenting factual statements Diagnostic Explaining data Predictive “What if?” LO2 5 Beyond the Book Management Uses of Marketing Research LO2 Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the marketplace Alert them to marketplace trends Gauge the value of goods and services, and the level of customer satisfaction NOTE: Supplemental content – not in book. 6 The Importance of Marketing Research Why marketing research? Improve quality of decision making Trace problems Focus on keeping existing customers Understand changes in marketplace LO2 7 Steps in a Marketing Research Project There will be no questions on this topic LO3 8 Sources of Secondary Data Internal Corporate Information Government Agencies Trade and Industry Associations Business Periodicals News Media LO3 9 Advantages of Secondary Data Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data LO3 10 Disadvantages 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 LO3 11 Marketing Research Aggregators Provide small- to medium-sized companies with information they could not afford to research on their own Increases the revenue generated by large, expensive reports by slicing and repackaging them http://www.marketresearch.com/ http://www.aroq.com/ LO3 12 Primary Data Information collected for the first time. Used for solving the particular problem under investigation. Advantages: LO3 Answers a specific research question Data are current Source of data is known Secrecy can be maintained 13 Disadvantages of Primary Data Expensive “Piggybacking” may confuse respondents Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews LO3 Disadvantages are usually offset by the advantages of primary data. 14 Survey Research Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. LO3 15 Forms of Survey Research In-Home Interviews Mail Surveys Mall Intercept Interviews Executive Interviews Telephone Interviews Focus Groups LO3 16 Questionnaire Design Open-Ended Question An interview question that encourages an answer phrased in respondent’s own words. Closed-Ended Question An interview question that asks the respondent to make a selection from a limited list of responses. ScaledResponse Question A closed-ended question designed to measure the intensity of a respondent’s answer. LO3 17 Beyond the Book LO3 Questionnaire Design Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed. On the other hand, unless the researcher designs the closed-ended question very carefully, an important choice may be omitted. Avocado Cheese (Monterey Jack/cheddar) Guacamole Lettuce Mexican hot sauce 1 2 3 4 5 Olives (black/green) Onions (red/white) Peppers (red/green) Pimento Sour cream NOTE: Supplemental content – not in book. 6 7 8 9 0 18 Questionnaire Design Clear and concise No ambiguous language Only one question Unbiased Reasonable terminology http://www.surveymonkey.com/ LO3 Online 19 Observation Research Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people LO3 20 Observational Situations Situation Example LO3 People watching people People watching phenomena Machines watching people Machines watching phenomena Mystery shoppers in a supermarket Observer at an intersection counting traffic Video cameras recording behavior Traffic-counting machine monitoring traffic flow 21 Virtual Shopping • Allows customers to “shop” with realistic complexity and variety • Tests can be altered quickly • Computer automatically collects data LO3 22 Collecting the Data Field Service Firms provide: Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits LO3 23 The Profound Impact of the Internet on Marketing Research Discuss the profound impact of the Internet on marketing research LO4 24 Impact of the Internet Allows better and faster decision making Improves ability to respond quickly to customer needs and market shifts Makes follow-up studies and tracking research easier Slashes labor- and time-intensive research activities and costs LO4 25 Advantages of Internet Surveys Rapid development, Real-time reporting Reduced costs Personalized questions and data Improved respondent participation Contact with the hard-to-reach LO4 26 Uses of the Internet by Marketing Researchers Administer surveys Conduct focus groups Other types of marketing research http://www.greenfieldonline.com LO4 Online 27 Methods of Collecting Online Surveys • Web Survey Systems • Survey Design and Web Hosting Sites • Online Panel Providers LO4 28 Scanner-Based Research Discuss the growing importance of scanner-based research LO5 29 Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. BehaviorScan LO5 Panel information from Specific groups of people, enables researchers to manipulate variables and see real results InfoScan Aggregate consumer information on all bar-coded products 30 Scanner-Based Research BehaviorScan With such a measure of household purchasing, it is possible to manipulate marketing variables, such as television advertising or consumer promotions, or to introduce a new product and analyze real changes in consumer buying behavior. InfoScan Retail sales, detailed consumer purchasing information (including measurement of store loyalty and total grocery basket expenditures), and promotional activity by manufacturers and retailers are monitored and evaluated for all bar-coded products. Data are collected weekly from more than 34,000 supermarkets, drugstores, and mass merchandisers. LO5 31 When Should Marketing Research Be Conducted? Explain when marketing research should be conducted LO6 32 When Should Marketing Research Be Conducted? Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information LO6 33 Competitive Intelligence There will be no questions on competitive intelligence LO7 34 Competitive Intelligence An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors. Competitive Intelligence http://www.scip.org Online LO7 35 LO7 Sources of Competitive Intelligence Internet UCC Filings Company Salespeople Suppliers Experts Periodicals CI Consultants Yellow Pages Government Agencies Trade Shows 36