1 Lamb, Hair, McDaniel CHAPTER 9 Decision Support Systems and Marketing Research 2010-2011.
Lamb, Hair, McDaniel
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Transcript of Lamb, Hair, McDaniel
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Lamb, Hair, McDaniel
CHAPTER 9
Decision Support Systems and Marketing Research
2010-2011
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There will be no questions on
Marketing Decision Support Systems
Marketing Decision Marketing Decision Support SystemsSupport Systems
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The Role ofMarketing Research
MarketingResearch
MarketingResearch
The process of planning, collecting, and analyzing data relevant to a marketing decision.
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MarketingResearch StudiesProductsProducts
AdvertisingAdvertising
PricesPrices
PackagesPackages
Names and LogosNames and Logos
ServicesServices
Buying habitsBuying habits
ColorsColors
UsesUses
AwarenessAwareness
FamiliarityFamiliarity
New conceptsNew concepts
Traffic patternsTraffic patterns
WantsWants
NeedsNeeds
PoliticsPolitics
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The Role ofMarketing Research
Diagnostic
Predictive
Descriptive Gathering and presenting
factual statements
Explaining data
“What if?”
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Beyond
the
Book
Management Uses of Marketing Research
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.
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Why marketing research? Improve quality of decision making
Trace problems
Focus on keeping existing customers
Understand changes in marketplace
The Importance of Marketing Research
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There will be no questions on this
topic
Steps in a Marketing Steps in a Marketing Research ProjectResearch Project
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Sources of Secondary Data
Government AgenciesGovernment Agencies
Trade and Industry AssociationsTrade and Industry Associations
Business PeriodicalsBusiness Periodicals
News MediaNews Media
Internal Corporate InformationInternal Corporate Information
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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
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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
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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/
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Primary Data
Information collected for the first time. Used for solving the particular problem
under investigation.
Advantages: Answers a specific research question Data are current Source of data is known Secrecy can be maintained
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Disadvantages of Primary Data
Expensive “Piggybacking” may
confuse respondents Quality declines if
interviews are lengthy Reluctance to
participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data.
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Survey Research
The most popular technique for
gathering primary data in which
a researcher interacts with
people to obtain facts,
opinions, and attitudes.
Survey ResearchSurvey Research
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Forms of Survey Research
Focus GroupsFocus Groups
Executive InterviewsExecutive Interviews
Mail SurveysMail Surveys
Telephone InterviewsTelephone Interviews
Mall Intercept InterviewsMall Intercept Interviews
In-Home InterviewsIn-Home Interviews
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Questionnaire Design
Open-EndedQuestion
Open-EndedQuestion
Closed-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
Scaled-Response Question
An interview question that encourages an answer phrased in respondent’s
own words.
An interview question that encourages an answer phrased in respondent’s
own words.
An interview question that asks the respondent to make a selection
from a limited list of responses.
An interview question that asks the respondent to make a selection
from a limited list of responses.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
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Questionnaire Design
Avocado 1 Olives (black/green) 6 Cheese (Monterey Jack/cheddar) 2 Onions (red/white) 7 Guacamole 3 Peppers (red/green) 8 Lettuce 4 Pimento 9 Mexican hot sauce 5 Sour cream 0
On the other hand, unless the researcher designs the closed-ended question very carefully, an important choice may be omitted.
Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed.
Beyond
the
Book
NOTE: Supplemental content – not in book.LO3
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Questionnaire Design
Clear and conciseClear and concise
No ambiguous languageNo ambiguous language
UnbiasedUnbiased
Reasonable terminologyReasonable terminology
Only one questionOnly one question
Online
http://www.surveymonkey.com/
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Observation Research
A research method that relies on
three types of observation:
people watching people people watching an activity machines watching people
Observation Research
Observation Research
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Observational Situations
SituationPeople
watching people
People watching
phenomena
Machines watching people
Machines watching
phenomena
Example
Mystery shoppers in
a supermarket
Observer
at an intersection
counting traffic
Video cameras recording behavior
Traffic-counting machine
monitoring traffic flow
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Virtual Shopping
• Allows customers to “shop” with realistic complexity and variety
• Tests can be altered quickly
• Computer automatically collects data
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Collecting the Data
Focus group facilities Mall intercept
locations Test product storage Kitchen facilities Retail audits
Field Service Firms provide:provide:
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Discuss the profound impact of the Internet
on marketing research
The Profound Impact of The Profound Impact of the Internet onthe Internet on
Marketing ResearchMarketing Research
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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
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Advantages ofInternet Surveys
Contact with the hard-to-reach
Contact with the hard-to-reach
Improved respondent participation
Improved respondent participation
Personalized questions and data
Personalized questions and data
Reduced costsReduced costs
Rapid development,Real-time reporting
Rapid development,Real-time reporting
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Uses of the Internet by Marketing Researchers
Other types of marketing research Other types of marketing research
Conduct focus groupsConduct focus groups
Administer surveysAdminister surveys
Online
http://www.greenfieldonline.com
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Methods of Collecting Online Surveys
• Web Survey Systems
• Survey Design and Web Hosting Sites
• Online Panel Providers
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Discuss the growing importance of scanner-based
research
Scanner-Based ResearchScanner-Based Research
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Scanner-Based ResearchA 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 InfoScan
Panel information fromSpecific groups of people,enables researchers to manipulate variables and seereal results
Aggregate consumerinformation on allbar-coded products
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Scanner-Based Research
BehaviorScanWith 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.
InfoScanRetail 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.
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Explain when marketing research
should be conducted
When Should Marketing Research Be When Should Marketing Research Be Conducted?Conducted?
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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
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There will be no questions on competitive intelligence
Competitive IntelligenceCompetitive Intelligence
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Competitive Intelligence
Online
http://www.scip.org
An intelligence system that helps
managers assess their
competition and vendors in order
to become more efficient and
effective competitors.Competitive Intelligence
Competitive Intelligence
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Sources of Competitive Intelligence
InternetInternet
Company SalespeopleCompany Salespeople
ExpertsExperts
CI ConsultantsCI Consultants
Government AgenciesGovernment Agencies
UCC FilingsUCC Filings
SuppliersSuppliers
PeriodicalsPeriodicals
Yellow PagesYellow Pages
Trade ShowsTrade Shows
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