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Chapter 8 Copyright 2010 by Nelson Education Ltd. All rights reserved 1

MKTG

Designed by

Amy McGuire, B-books, Ltd.

Decision Support

Systems andMarketing Research8CHAPTER

Lamb, Hair, McDaniel,

Kapoor, Klaise, & Appleby Canadian Edition

Prepared byDeborah Baker, Texas Christian

University andTina Grant, Durham College


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Learning Outcomes

Explain the concept and purpose of a

marketing decision support system

Define marketing research and explain itsimportance to marketing decision making

Describe the steps involved in conductinga marketing research project

LO1

LO2

LO3


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Learning Outcomes

Discuss the profound impact of

the Internet on marketing research

Discuss the growing importance ofscanner-based research

Explain the concept of competitiveintelligence

LO4

LO5

LO6


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Explain the conceptand purpose of a

marketing decision

support system

Marketing DecisionMarketing Decision

Support SystemsSupport SystemsLO1


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LO1

Marketing Decision Support Systems

Decision

Support

Systems

An interactive, flexible

computerized information

system that enables managers

to obtain and manipulate

information as they are making

decisions.


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LO1

DSS System Characteristics

Interactive

Interactive

Flexible

Flexible

Discovery-Oriented

Discovery-Oriented

Accessible

Accessible


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LO1


Database

Marketing

The creation of a large

computerized file of customers

and potential customers

profiles and purchase patterns.

The key tool for successful

one-to-one marketing.


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REVIEW LEARNING OUTCOMELO1



9/66Chapter 8 Copyright 2010 by Nelson Education Ltd. All rights reserved 9

Define marketing

research andexplain its

importance to

marketing decisionmaking

The Role of Marketing ResearchThe Role of Marketing ResearchLO2


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The Role of Marketing Research

LO2

Marketing

Research

The process of planning,

collecting, and analyzing

data relevant to a marketingdecision.


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Marketing Research Studies

LO2

ProductsProducts

AdvertisingAdvertising

PricesPrices

PackagesPackages

Names and LogosNames and Logos

ServicesServices

Buying habitsBuying habits

ColoursColours

UsesUses

AwarenessAwareness

FamiliarityFamiliarity

New conceptsNew concepts

Traffic patternsTraffic patterns

WantsWants

NeedsNeeds

PoliticsPolitics


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The Role of Marketing Research

LO2

Diagnostic

Predictive

Descriptive Gathering and presenting

factual statements

Explaining data

What if?


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LO2

Be

yond

the

Boo

k

Management Uses of MarketingResearch

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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Marketing Research and Its Importance

Why marketing research? Improve quality of

decision making

Trace problems

Focus on keeping

existing customers

Understand changes in

marketplace


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Describe thesteps involved inconducting a

marketing

research project

Steps in a MarketingSteps in a Marketing

Research ProjectResearch ProjectLO3


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The Marketing

Research ProcessLO3

CollectData

CollectData

Specify

SamplingProcedure

SpecifySamplingProcedure

Plan Design/Primary Data

Plan Design/Primary Data

DefineProblem

DefineProblem

Analyze

Data

AnalyzeData

Prepare/PresentReport

Prepare/PresentReport

Follow UpFollow Up

1

23

4

5

6

7


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Marketing ResearchLO3

MarketingResearchProblem

MarketingResearchProblem

MarketingResearchObjective

MarketingResearchObjective

ManagementDecisionProblem

ManagementDecisionProblem

Determining what information is needed andhow that information can be

obtained efficiently and effectively.

Determining what information is needed andhow that information can be

obtained efficiently and effectively.

The specific information neededto solve a marketing research problem;the objective should provide insightful

decision-making information.

The specific information neededto solve a marketing research problem;the objective should provide insightful

decision-making information.

A broad-based problem thatrequires marketing research in orderfor managers to take proper actions.

A broad-based problem thatrequires marketing research in orderfor managers to take proper actions.


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Secondary DataLO3

Data previously collected

for any purpose other

than the one at hand.

Secondary

Data


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Sources of Secondary DataLO3

Government AgenciesGovernment Agencies

Trade and Industry AssociationsTrade and Industry Associations

Business PeriodicalsBusiness Periodicals

News MediaNews Media

Internal Corporate InformationInternal Corporate Information

Online

http://www.coca-colastore.com
http://www.coca-colastore.com/http://www.coca-colastore.com/


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Advantages of Secondary DataLO3

Saves time and money

if on target

Aids in determining

direction for primarydata collection

Pinpoints the kinds of

people to approach

Serves as a basis ofcomparison

for other data


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Disadvantages of Secondary DataLO3

May not give adequate

detailed information

May not be on target

with the researchproblem

Quality and accuracy of

data may pose a

problem


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The New Age of Secondary

Information: The InternetLO3

11

22

33

44

55

Analyze your topicAnalyze your topic

Test run a word or phrase in a search engineTest run a word or phrase in a search engine

Learn as you go and vary your approachLearn as you go and vary your approach

Dont bog down in strategy that doesnt workDont bog down in strategy that doesnt work

Go back to earlier steps better informedGo back to earlier steps better informed


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Planning the Research DesignLO3

Which researchquestions

must be answered?

How and whenwill data begathered?

How willthe data

be analyzed?

?


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Primary DataLO3

Primary

DataInformation collected for the

first time. Can be used for

solving the particular problem

under investigation.


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Advantages of Primary DataLO3

Answers a

specific research

question

Data are current

Source of data is

known

Secrecy can be

maintained


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Disadvantages of Primary DataLO3

Expensive

Piggybacking

may confuse

respondents

Quality declines if

interviews are

lengthy

Reluctance to

participate in

lengthy interviews

Disadvantagesare usuallyoffset by theadvantages of

primary data.


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Survey ResearchLO3

The most popular technique

for gathering primary data in

which a researcher interactswith people to obtain facts,

opinions, and attitudes.

Survey Research


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Forms of Survey ResearchLO3

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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Forms of Survey ResearchLO3

Seven to ten people

who participate in a

group discussion led

by a moderator.

Focus Groups


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Questionnaire DesignLO3

Open-EndedQuestion

Open-EndedQuestion

Closed-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

Scaled-ResponseQuestion

An interview question that encouragesan answer phrased in respondents

own words.

An interview question that encouragesan answer phrased in respondents

own words.

An interview question that asksthe respondent to make a selection

from a limited list of responses.

An interview question that asksthe respondent to make a selection

from a limited list of responses.

A closed-ended questiondesigned to measure the intensity

of a respondents answer.

A closed-ended questiondesigned to measure the intensity

of a respondents answer.


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Questionnaire Design

Avocado

On the other hand,

unless the

researcher designs

the closed-ended

question very

carefully, animportant choice

may be omitted.

Closed-ended and scaled-response questions are easier to tabulate

than open-ended questions because response choices are fixed.

Be

yon

d

th

e

Boo

k

LO3

NOTE: Supplemental content not in book.


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Questionnaire DesignLO3

Clear and conciseClear and concise

No ambiguous languageNo ambiguous language

UnbiasedUnbiased

Reasonable terminologyReasonable terminology

Only one questionOnly one question

Online

http://www.createsurvey.com
http://www.createsurvey.com/http://www.createsurvey.com/


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Observation ResearchLO3

A research method that relies on

three types of observation:

people watching people people watching an activity machines watching people

Observation

Research


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Observational SituationsLO3

Situation Peoplewatchingpeople

Peoplewatching

phenomena

Machineswatchingpeople

Machineswatching

phenomena

Example Mysteryshoppers in asupermarket

Observerat an

intersectioncounting traffic

Video camerasrecordingbehaviour

Traffic-countingmachinemonitoringtraffic flow

Online

http://www.bmiltd.com
http://www.bmiltd.com/http://www.bmiltd.com/


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Ethnographic ResearchLO3

The study of human behaviour

in its natural context; involves

observation of behaviour and

physical setting.

Ethnographic

Research


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The Sampling ProcedureLO3

SampleSample

UniverseUniverse

A subset from a large population.A subset from a large population.

The population from which

a sample will be drawn.

The population from which

a sample will be drawn.


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Sampling ProcedureLO3

UniverseUniverse SampleSample

ProbabilitySamples

ProbabilitySamples

Non-ProbabilitySamples



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Types of SamplesLO3

ProbabilitySamples

Simple Random

Sample

StratifiedSample

Cluster

Sample

SystematicSample


Convenience

Sample

JudgmentSample

Quota

Sample

SnowballSample


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Probability SamplesLO3

ProbabilitySample

ProbabilitySample

A sample in which every element inthe population has a known

statistical likelihood of being

selected.

A sample in which every element inthe population has a known

statistical likelihood of beingselected.

RandomSample

RandomSample

A sample arranged so that everyelement of the population has an

equal chance of being selected.

A sample arranged so that everyelement of the population has anequal chance of being selected.


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Nonprobability SamplesLO3

NonprobabilitySample

NonprobabilitySample

ConvenienceSample

ConvenienceSample

Any sample in which little orno attempt is made to get a

representative cross-sectionof the population.

Any sample in which little orno attempt is made to get a

representative cross-sectionof the population.

A form of nonprobability sampleusing respondents who are

convenient or readily

accessible to the researcher.

A form of nonprobability sampleusing respondents who are

convenient or readily

accessible to the researcher.


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Types of ErrorsLO3

MeasurementError

MeasurementError

Error when there is a differencebetween the information desired and theinformation provided by research

Error when there is a differencebetween the information desired and theinformation provided by research

Sampling

Error

Sampling

ErrorError when a sample somehow does not

represent the target population.

Error when a sample somehow does not

represent the target population.

Frame

Error

Frame

Error

Error when a sample drawn from apopulation differs from the

target population.

Error when a sample drawn from apopulation differs from the

target population.

Random

Error

Random

Error

Error because the selected sample isan imperfect representation of

the overall population.

Error because the selected sample isan imperfect representation of

the overall population.


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Analyzing the DataLO3

A method of analyzing data

that lets the analyst look at

the responses to one question

in relation to the responses to

one or more other questions.

Cross-

Tabulation

Preparing and Presenting


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Preparing and Presenting

the ReportLO3

Concise statement of the research

objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations


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REVIEW


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LEARNING

OUTCOME

LO3

Steps in a

MarketingResearch

Project


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Discuss theprofound impact of

the Internet on

marketing research

Impact of the Internet onImpact of the Internet on

Marketing ResearchMarketing ResearchLO4


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LO4

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 labour- and time-intensive

research activities and costs


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LO4

Advantages of Internet Surveys

Contact with thehard-to-reach

Contact with thehard-to-reach

Improved respondentparticipation

Improved respondentparticipation

Personalized questionsand data

Personalized questionsand data

Reduced costsReduced costs

Rapid development,Real-time reporting

Rapid development,Real-time reporting


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LO4

Uses of the Internet by

Marketing Researchers

Other types of marketing researchOther types of marketing research

Conduct focus groupsConduct focus groups

Administer surveysAdminister surveys

Online

http://www.greenfieldonline.com
http://www.greenfieldonline.com/http://www.greenfieldonline.com/


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LO4

Internet Samples

UnrestrictedInternetSample

UnrestrictedInternetSample

ScreenedInternetSample

ScreenedInternetSample

RecruitedInternetSample

RecruitedInternetSample

A survey in which anyone witha computer and modem can fill

out the questionnaire.

A survey in which anyone witha computer and modem can fill

out the questionnaire.

An Internet sample with quotasbased on desired sample

characteristics.

An Internet sample with quotasbased on desired sample

characteristics.

A sample in which respondentsare prerecruited and must

qualify to participate.

A sample in which respondentsare prerecruited and must

qualify to participate.


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LO4

Process for Online

Focus Groups

1. Build a database of respondents via Web

site screening questionnaire

2. Identify qualified individuals via e-mail

3. Develop a discussion guide

4. Moderator runs group by typing in

questions online for all to see

5. Environment is similar to a chat room

6. Firm captures the complete text of the

focus group


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LO4

Types of Online Focus Groups

Real-time online focus groupsReal-time online focus groups

Time-extended online focus groupsTime-extended online focus groups


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LO4

Advantages of Online

Focus Groups

Speed

Cost-effectiveness

Broad geographic scope

Accessibility

Honesty


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LO4

Role of Blogs in

Marketing Research

Refined technologies allow

companies to mine data

available in Internet blogs. Companies can identify the

most influential bloggers

and learn exactly what they

are saying (and how theyare saying it).


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LO4

Other Uses of the Internet by

Marketing Researchers

Viewing of presentations ofmarketing research surveys

Viewing of presentations ofmarketing research surveys

Publication and distributionof reportsPublication and distributionof reports

Data management andonline analysis

Data management andonline analysis

Collaboration between clientand research supplier

Collaboration between clientand research supplier

Distribution of requests forproposals (RFPs) and proposals

Distribution of requests forproposals (RFPs) and proposals

LO4


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Impact of the Internet on Marketing Research


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Discuss the growingimportance of

scanner-based

research

Scanner-Based ResearchScanner-Based ResearchLO5


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LO5

Scanner-Based Research

Scanner-based

Research

A system for gathering information

from a single group of respondents

by continuously monitoring the

advertising, promotion, and pricingthey are exposed to and the things

they buy.

BehaviorScanInfoScan


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LO5


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Scanner-Based Research


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Explain the concept

of competitive

intelligence

Competitive IntelligenceCompetitive IntelligenceLO6

Competitive IntelligenceLO6


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Competitive IntelligenceLO6

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

Sources of CompetitiveLO6
http://www.scip.org/http://www.scip.org/


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p

IntelligenceLO6

InternetInternet

Company SalespeopleCompany Salespeople

ExpertsExperts

CI ConsultantsCI Consultants

Government AgenciesGovernment Agencies

Industry CanadaIndustry Canada

SuppliersSuppliers

PeriodicalsPeriodicals

Yellow PagesYellow Pages

Trade ShowsTrade Shows



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Competitive Intelligence

CI

Part of a soundmarketing strategy

Helps companies

respond to competitive

threats

Helps reduce

unnecessary costs

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