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Principles of Marketing- Session 4

Marketing Research and Information

Systems

By: Dr.R.Satish Kumar



4-2

Session Objectives

` Explain the importance of information

` Understand marketing information systems

` Outline the marketing research process

` Discuss data collection techniques

` Discuss special issues in market research



4-3

Marketing Information Systems:

System Functions

� Assess informationneeds

� Develops needed

information

� Information analysis

� Distributes information



4-4

T he Marketing Information System

Information

AnalysisInternal

Databases

Marketing

Research

Marketing

Intelligence

Distributing

Information

Assessing

Needs

Marketing Managers

Marketing Environment

Marketing Information System

Developing needed information



4-5

Marketing Information System:

Assessing Information Needs

� Balances: ² What would be liked?

² What is needed? ² What is feasible?

� Irrelevant information

� Information limitations

� Costs of gathering,processing, storing, and

delivering?



4-6


Developing Information

� Internal Data ² Accounting

² Manufacturing ² Sales and marketing

² Customer service

² Research studies

� Quick access, less expensive

� Data warehouses and data mining



4-7



� Marketing Intelligence ² Company personnel

² Key customers ² Suppliers and resellers

² Government agencies

² Competitive analysis

² Trade associations

² Internet search engines ² Information companies



4-8



� Market Research

² Systematic design, collection and analysis

² Reporting data and findings

² Relevant to a specific marketing situation

� Can be done internally or externally



4-9



� Information Analysis

² Information must be analyzed before use in

decision making

� Advanced statistical analysis

� Analytical models



4-10


Distributing Information

� Right people at right

time

� Regular managementdecisions

� Special situations

� Fast availability



4-11

Market Research Process

Defineproblem

and

research

objectives

Developplan

to

collect

data

Implement,collect

and analyze

data

Interpretand

report

findings



4-12

Market Research Process:

Defining Problem and Objectives

� Exploratory research

² Preliminary information

² Problem definition and hypothesis suggestion

� Descriptive research

² Better describe marketing problems, situations,

or markets

� Causal research

² Test hypothesis of cause and effect relationships



4-13


Develop the Research Plan

� Determine Specific Information Needs

² Target customer characteristics

² Patterns of product usage

² Demand factors

² Response of marketing channels

² Customer reactions

² Projected sales



4-14



� Gather Secondary Information

² Internal database sources

² Company, public, and university libraries

² Government and business publications

² Commercial data services

² On-line databases

² Internet data sources

² International data



4-15



Advantages of

Secondary Data

� Less time to obtain� Lower cost than

primary research

� Alternate means of

access to information

� Benefit from

resources of others

Potential Problems

With Secondary

Data� Information may not

exist

� May not be: ² Relevant

² Accurate

² Current

² Impartial



4-16


Plan Primary Data Collection

� Research Approaches ² Observation

² Survey ² Experiment



4-17



� Observational Research

² Observing relevant people, actions, situations

² Mechanical observation, people meters,

checkout scanners

² Single-source data systems

² Overcomes unwilling or unable problem ² Some things not readily observed

² Difficult to monitor long-term or infrequent

behaviour



4-18



� Survey Research

² Questions about knowledge, attitudes

preferences or buying behaviour

² Most widely used source of primary data due to

flexibility, information type collection, and

sometimes quicker than other two methods ² Very difficult to construct properly; Unwilling/

unable respondents; answer questions which they

have no knowledge; pleasing answers



4-19



� Experimental Research

² Best suited for gathering causal information

² Selecting matched groups of subjects

² Given different experimental treatments

² Variables controlled

² Responses measured and recorded



4-20

Contact Methods:

Strengths and Weaknesses

Mail Phone Personal

Flexibility Poor Good Excellent

Quantity of data collected Good Fair Excellent

Control interviewer effects Excellent Fair Poor

Control of sample Fair Excellent Fair

Speed of data collection Poor Excellent Good

Response rate Poor Good Good

Cost Good Fair Poor

Source: Adapted with permission of Macmillan Publishing Company from Donald S. Tull and

Del I. Hawkins, Marketing Research: M easurement and M ethod, 6th ed., Macmillan

Publishing Company, 1993.



4-21

Personal Interviewing

` Individual` Talking with people in

homes, offices, on the

street, or in shopping malls

ONE ON ONE

` Computer interviewing or

computer-assisted

` Group` Focus group

` Online

` Electronic



4-22



� Sampling Plans - three issues ² What is the sampling unit?

² What is the sample size?

² What is the sampling procedure?



4-23


T ypes of Samples

Probability Samples

� Simple random sample

² Known chance

² Equal probability

� Stratified random

sample

² Mutually exclusive groups ² Random sample drawn

Non-probability

Samples

� Convenience sample ² Select easiest population

� Judgement sample ² Select for accurate response

² Interviewer sets number



4-24


Research Instruments

` Questionnaire` Question contribution

` Question form

` Closed-end

` Open-end` Wording

` Ordering

` Mechanical` People meters

` Checkout scanners

` Galvanometer

` Eye cameras



4-25


Present the Research Plan

� Written Research Proposal

² Management problems addressed by research

² Research objectives

² Information sought

² Sources of secondary information

² Methods of obtaining primary data

² Benefits and costs



4-26


Implement the Research

� Collect Data

² Company research staff

² Outside services

² Most costly and error prone process

� Analyze Data

² Isolate important information and findings

² Check accuracy and completeness

² Tabulate results



4-27


Interpret and Report Findings

` Focus on useful

decision support

` Clear and open` Discuss interpretation

` Team approach

`

Ultimate decision withmanagement



4-28


Other Considerations

` Small Business and Non-Profit Organizations` Obtain good information through observation

` Informal surveys with convenience samples

` Informal focus groups

` Conduct simple experiments` Secondary data is widely available



4-29



` International Marketing Research` Growing due to multinationals

` Partnerships and alliances

` Difficulty in developing good samples

` Difficulty in reaching respondents` Language translation

` Consumer behaviour differences



4-30



` Public Policy and Ethics` Increasing consumer resentment

` Industry codes of ethics

` Intrusions on consumer privacy

` Misuse of research findings



4-31

Session Review

` Why is information important?` What is a marketing information system?

` What are the four steps of the marketing research

process?

` Evaluate the various data collection techniques

` What are the special issues affecting market research?

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