©2000 Prentice Hall Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement.
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©2000 Prentice Hall Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast ©2000 Prentice Hall A 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 system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. ©2000 Prentice Hall Defining the Problem & Research Objectives Exploratory Research •Sheds light on problem suggest solutions or new ideas. Descriptive Research •Ascertain magnitudes. Causal Research •Test cause- and-effect relationships. •Tests hypotheses about causeand-effect relationships. ©2000 Prentice Hall Research Approaches Observational Focus-group Survey Behavioral Experimental ©2000 Prentice Hall Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information ©2000 Prentice Hall The Marketing Research Process Defining the problem and research objectives Developing the research plan Present the findings ©2000 Prentice Hall Collect the information Analyze the information Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical ©2000 Prentice Hall Ninety Types of Demand Measurement (6 x 5 x 3) World Space U.S.A. level Region Territory Customer All sales Industry sales Company sales Product level Product line sales Product form sales Product item sales Short run ©2000 Prentice Hall Medium run Long run Time level Demand Company Demand Market Demand ©2000 Prentice Hall Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share ©2000 Prentice Hall Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method ©2000 Prentice Hall Review Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast ©2000 Prentice Hall