chapter 5 marketing information systems and marketing research

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Chapter 5

Marketing Information

Systems and Marketing Research

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Chapter Objectives• Explain the concept of the marketing

information system

• Identify the different kinds of information the company might use

• Outline the marketing research process



Marketing Information System

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



Marketing Information System



Assessing Information Needs

• There must be a balance between what information is wanted and what is cost effective, obtainable and needed

• Too much information can be as harmful as too little

• Information gathering costs can add up quickly



Developing Information• Information can be obtained from internal

company records, marketing intelligence and marketing research

• Data warehouses contain all customer information in a single, accessible source

• Guest history information the most valuable



Guest Information Trends

• Booking patterns

• Cancellations

• Conversion percentages

• Overbooking patterns

• Historical occupancy trends

• Yield pattern by season



Guest Information Management

• Guest comment cards• Listening to and speaking with guests• Automated systems• Mystery shoppers• Company records• Point-of-sale information• Corporate customer and marketing

intermediary information©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens


Marketing IntelligenceMarketing intelligence includes everyday

information about developments in the marketing environment that helps

managers prepare and adjust marketing plans and short-run tactics



Marketing Intelligence Forms

• Internal marketing intelligence

• External marketing intelligence

• Competitive information



Internal Marketing Intelligence

• Company executives

• Hotel owners and managers

• Contact personnel



External Marketing Intelligence

• Macro market information

• Competitive information

• New innovation and trends



Competitive Information• Competitors annual reports

• Trade magazines, press releases, advertisements

• In today’s information age, companies leave a paper trail



Marketing Research

Marketing research is a process that identifies and defines marketing opportunities and

problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management



Marketing Research Process1. Define the problem and research

objectives

2. Develop the research plan

3. Implement the research plan

4. Interpret and report the findings



Defining the Problem and Research Objectives

• Exploratory research – gather preliminary information to help define the problem and suggest hypotheses

• Descriptive research – describe the size and composition of the market

• Causal research – tests hypotheses about cause and effect relationships



Developing the Research Plan• Determining Specific Information Needs – translate

research objectives into specific information needs

• Gathering Secondary Information –collect information that is already in existence

• Planning Primary Data Collection – information being collected for the specific purpose at hand



Research Approaches

• Observational research

• Survey research

• Experimental research



Contact Methods in Research• Mail• Telephone• Personal Interview

– Individual (intercept) interview– In-depth interview

• Internet surveying– Electronic mail– Web page

• Focus groups



Sampling Plan• A sample is a segment of the population selected

to represent the population as a whole• To design a sample four decisions must be made:

– Who will be surveyed?– How many people will be surveyed?– How will the sample be chosen?

• Probability or nonprobability samples– When will the survey be given?



Research Instruments• Primary research instruments

– The interview • structured e.g questionnaires• unstructured

– Mechanical devices– Structured models eg. test markets

• What are some types of closed-ended and open-ended questions?



Information Analysis

• Analysis of collected information can assist in distinguishing relationships between data

• Help managers answer questions like “what if” and “which is best”



Distributing Information• Information is not helpful unless it is able to

reach the managers clearly and in a timely manner

• Recent developments in information handling have led to a revolution in its distribution



International Marketing Research

• Many barriers exist that can make international research more difficult:– Lack of secondary information– Language– Culture


chapter 5 marketing information systems and marketing research

Education

nj 07458 kotler

2006 pearson

information

marketing

people

bowen

sample

surveyed