Copyright ©2009 by Cengage Learning Inc. All rights reserved 1 Designed by Eric Brengle B-books, Ltd. CHAPTER 9 Prepared by Amit Shah Frostburg State University.
Jan 17, 2018
Copyright 2009 by Cengage Learning Inc. All rights reserved 1 Designed by Eric Brengle B-books, Ltd. CHAPTER 9 Prepared by Amit Shah Frostburg State University Marketing Lamb, Hair, McDaniel 10 Decision Support Systems and Marketing Research Copyright 2009 by Cengage Learning Inc. All rights reserved Marketing Decision Support Systems 2 Decision Support Systems DSS An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. LO I Copyright 2009 by Cengage Learning Inc. All rights reserved DSS System Characteristics 3 LO I Interactive Flexible Discovery-Oriented Accessible Copyright 2009 by Cengage Learning Inc. All rights reserved The Role of Marketing Research 4 Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. LO 2 Copyright 2009 by Cengage Learning Inc. All rights reserved Marketing Research Studies 5 LO 2 Products Advertising Prices Packages Names and Logos Services Buying habits Colors Uses Awareness Familiarity New concepts Traffic patterns Wants Needs Politics Copyright 2009 by Cengage Learning Inc. All rights reserved The Role of Marketing Research 6 LO 2 Diagnostic Predictive Descriptive Gathering and presenting factual statements Explaining data What if? Copyright 2009 by Cengage Learning Inc. All rights reserved Management Uses of Marketing Research 7 LO 2 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 Copyright 2009 by Cengage Learning Inc. All rights reserved Marketing Research 8 LO 3 Marketing Research Problem Marketing Research Problem Marketing Research Objective Marketing Research Objective Management Decision Problem Management Decision Problem Determining what information is needed and how that information can be obtained efficiently and effectively. Determining what information is needed and how that information can be obtained efficiently and effectively. The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. A broad-based problem that requires marketing research in order for managers to take proper actions. A broad-based problem that requires marketing research in order for managers to take proper actions. Copyright 2009 by Cengage Learning Inc. All rights reserved Secondary Data 9 LO 3 Secondary Data Data previously collected for any purpose other than the one at hand. Copyright 2009 by Cengage Learning Inc. All rights reserved Sources of Secondary Data 10 LO 3 Government Agencies Trade and Industry Associations Business Periodicals News Media Internal Corporate Information Copyright 2009 by Cengage Learning Inc. All rights reserved 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 11 LO 3 Copyright 2009 by Cengage Learning Inc. All rights reserved 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 12 LO 3 Copyright 2009 by Cengage Learning Inc. All rights reserved Primary Data 13 LO 3 Primary Data Information collected for the first time. Can be used for solving the particular problem under investigation. Copyright 2009 by Cengage Learning Inc. All rights reserved Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained 14 LO 3 Copyright 2009 by Cengage Learning Inc. All rights reserved Disadvantages of Primary Data Expensive Piggybacking may confuse respondents Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews 15 LO 3 Disadvantages are usually offset by the advantages of primary data. Copyright 2009 by Cengage Learning Inc. All rights reserved Survey Research 16 LO 3 Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. Copyright 2009 by Cengage Learning Inc. All rights reserved Forms of Survey Research 17 LO 3 Focus Groups Executive Interviews Mail Surveys Telephone Interviews Mall Intercept Interviews In-Home Interviews Copyright 2009 by Cengage Learning Inc. All rights reserved Forms of Survey Research 18 LO 3 Mall Intercept Interview Survey research method that involves interviewing people in the common areas of shopping malls. Executive Interview A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. Copyright 2009 by Cengage Learning Inc. All rights reserved Forms of Survey Research 19 LO 3 Focus Groups Seven to ten people who participate in a group discussion led by a moderator. Copyright 2009 by Cengage Learning Inc. All rights reserved Questionnaire Design 20 LO 3 Open-Ended Question Open-Ended Question Closed-Ended Question Closed-Ended Question Scaled- Response Question Scaled- Response Question An interview question that encourages an answer phrased in respondents 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 respondents answer. A closed-ended question designed to measure the intensity of a respondents answer. Copyright 2009 by Cengage Learning Inc. All rights reserved Questionnaire Design 21 LO 3 Clear and concise No ambiguous language Unbiased Reasonable terminology Only one question Copyright 2009 by Cengage Learning Inc. All rights reserved Observation Research 22 LO 3 Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people Copyright 2009 by Cengage Learning Inc. All rights reserved Observational Situations Situation People 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 23 LO 3 Copyright 2009 by Cengage Learning Inc. All rights reserved Ethnographic Research 24 LO 3 Ethnographic Research The study of human behavior in its natural context; involves observation of behavior and physical setting. Copyright 2009 by Cengage Learning Inc. All rights reserved The Sampling Procedure 25 LO 3 Sample Universe A subset from a large population. The population from which a sample will be drawn. The population from which a sample will be drawn. Copyright 2009 by Cengage Learning Inc. All rights reserved Sampling Procedure 26 LO 3 Universe Sample Probability Samples Non-Probability Samples Copyright 2009 by Cengage Learning Inc. All rights reserved Types of Samples 27 LO 3 Probability Samples Simple Random Sample Stratified Sample Cluster Sample Systematic Sample Non-Probability Samples Convenience Sample Judgment Sample Quota Sample Snowball Sample Copyright 2009 by Cengage Learning Inc. All rights reserved Probability Samples 28 LO 3 Probability Sample Probability Sample A sample in which every element in the population has a known statistical likelihood of being selected. A sample in which every element in the population has a known statistical likelihood of being selected. Random Sample Random Sample A sample arranged so that every element of the population has an equal chance of being selected. Copyright 2009 by Cengage Learning Inc. All rights reserved Nonprobability Samples 29 LO 3 Nonprobability Sample Nonprobability Sample Convenience Sample Convenience Sample Any sample in which little or no attempt is made to get a representative cross-section of the population. Any sample in which little or no attempt is made to get a representative cross-section of the population. A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher. A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher. Copyright 2009 by Cengage Learning Inc. All rights reserved Types of Errors 30 LO 3 Measurement Error Measurement Error Error when there is a difference between the information desired and the information provided by research Error when there is a difference between the information desired and the information provided by research Sampling Error Sampling Error Error when a sample somehow does not represent the target population. Frame Error Frame Error Error when a sample drawn from a population differs from the target population. Error when a sample drawn from a population differs from the target population. Random Error Random Error Error because the selected sample is an imperfect representation of the overall population. Error because the selected sample is an imperfect representation of the overall population. Copyright 2009 by Cengage Learning Inc. All rights reserved Field Service Firms Focus group facilities Mall intercept locations Test product storage Kitchen facilities 31 LO 3 Provide: Copyright 2009 by Cengage Learning Inc. All rights reserved 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 32 LO 4 Copyright 2009 by Cengage Learning Inc. All rights reserved Advantages of Internet Surveys 33 LO 4 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 Dramatically reduced costs Rapid development, real-time reporting Rapid development, real-time reporting Copyright 2009 by Cengage Learning Inc. All rights reserved Uses of the Internet by Marketing Researchers 34 LO 4 Other types of marketing research Conduct focus groups Administer surveys Copyright 2009 by Cengage Learning Inc. All rights reserved Internet Samples 35 LO 4 Recruited Panels Recruited Panels Most popular form of Internet sampling. Screened Internet Sample Recruited Internet Sample An Internet sample with quotas based on desired sample characteristics. A sample in which respondents are prerecruited and must qualify to participate. Copyright 2009 by Cengage Learning Inc. All rights reserved Types of Online Focus Groups 36 LO 4 Real-time online focus groups Time-extended online focus groups Copyright 2009 by Cengage Learning Inc. All rights reserved Advantages of Online Focus Groups Speed Cost-effectiveness Broad geographic scope Accessibility Honesty 37 LO 4 Copyright 2009 by Cengage Learning Inc. All rights reserved Role of Consumer Generated Media in Marketing Research CGM is media which consumers generate themselves and share among themselves Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it). 38 LO 4 Copyright 2009 by Cengage Learning Inc. All rights reserved Other Uses of the Internet by Marketing Researchers 39 LO 4 Viewing of presentations of marketing research surveys Viewing of presentations of marketing research surveys Publication and distribution of reports Publication and distribution of reports Data management and online analysis Data management and online analysis Collaboration between client and research supplier Distribution of requests for proposals (RFPs) and proposals Distribution of requests for proposals (RFPs) and proposals Copyright 2009 by Cengage Learning Inc. All rights reserved Scanner-Based Research 40 Scanner-based Research LO 5 A 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 Copyright 2009 by Cengage Learning Inc. All rights reserved When Should Marketing Research Be Conducted? 41 LO 5 Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information
