Decision Support Systems and Marketing Research Class Lecture

7/28/2019 Decision Support Systems and Marketing Research Class Lecture

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By

Dr. Swatantra Kumar

Marketing by DSK 1


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Marketing by DSK 2

The process of planning,

collecting, and analyzingdata relevant to a marketing

decision.

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http://localhost/var/www/apps/conversion/tmp/scratch_2/Quiznos1.mpg


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Marketing by DSK 3

Diagnostic

Predictive

DescriptiveGathering and presenting

factual statements

Explaining data

Attempting to estimate theresults of a plannedmarketing decision

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Improve the quality of decision making

Trace problems Focus on keeping existing

customers

Understand the ever-changingmarketplace

Marketing by DSK 4

Improve the quality of decision making

Trace problems Focus on keeping existing

customers

Understand the ever-changing

marketplace

2


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Marketing by DSK 5

CollectData

SpecifySampling

Procedure

Plan Design/Primary Data

DefineProblem

AnalyzeData

Prepare/PresentReport

Follow Up


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Marketing by DSK 6

MarketingResearchProblem

MarketingResearchObjective

ManagementDecisionProblem

Determining what information is neededand how 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.

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


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Data previously collected

for any purpose other

than the one at hand.



Government Agencies

Trade and Industry Associations

Marketing Research Firms

Commercial Publications

News Media

Internal Corporate Information



CollectData

SpecifySampling

Procedure

DefineProblem

AnalyzeData


Follow Up



Specifies which research

questions must be

answered, how and when

the data will be gathered,

and how the data will be

analyzed.



Information collected for

the first time. Can be

used for solving the

particular problem

under investigation.



The most popular technique

for gathering primary data

in which a researcher

interacts with people to

obtain facts, opinions,

and attitudes.



Focus Groups

Executive Interviews

Mail Surveys

Telephone Interviews(Home and Central Location)

Mall Intercept Interviews

In-Home Interviews



Open-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

An interview question thatencourages an answer phrased in

respondents own words.

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 research method that

relies on three types of

observation:

people watching people

people watching an activity

machines watching people


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Marketing by DSK 17

Mystery Shoppers

One-Way Mirrors

Types ofObservationResearch

Audits

MachinesWatching

People

PeopleWatching

People

PeopleWatchingan Activity

Traffic Counters

Passive People Meter


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Marketing by DSK 18

A method a researcher uses

to gather primary data.

Examples:

Effect of in-store displays

Advertising effectiveness

Effect of price changes

Scanners


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Marketing by DSK 19

CollectData


DefineProblem

AnalyzeData


Follow Up

Step No. 3

Specify

SamplingProcedure


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Marketing by DSK 20

Sample

Universe

A subset from a large population.

The population from whicha sample will be drawn.


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ProbabilitySample

A sample in which every element inthe population has a known

statistical likelihood of being

selected.

RandomSample

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


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Marketing by DSK 22

NonprobabilitySample

ConvenienceSample

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

representative cross-section

of the population.

A form of nonprobability sampleusing respondents who are

convenient or readily

accessible to the researcher.


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Marketing by DSK 23

SpecifySampling

Procedure


DefineProblem

AnalyzeData


Follow Up

Step No. 4

CollectData


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Marketing by DSK 24

Universe Sample

ProbabilitySamples

Non-ProbabilitySamples


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Marketing by DSK 25

CollectData

SpecifySampling

Procedure


DefineProblem


Follow Up

Step No. 5

AnalyzeData


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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.


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CollectData

SpecifySampling

Procedure


DefineProblem

AnalyzeData

Follow Up

Step No. 6



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Concise statement of the research objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations

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Marketing by DSK 29

CollectData

SpecifySampling

Procedure


DefineProblem

AnalyzeData


Step No. 7

Follow Up


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Were the recommendations followed?

Was sufficient decision-making information

included in the report?

What could have been done to make

the report more useful to management?

Marketing by DSK 30


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Allows better and faster decision making

Improves ability to respond quickly to customer

needs and market shifts

Makes follow-up studies and research easier

Slashes labor- and time-intensive researchactivities

Marketing by DSK 31


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Contact with thehard-to-reach

Improved respondentparticipation

Personalized questionsand data

Reduced costs

Rapid development,Real-time reporting


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Where there is a high level

of uncertainty

When value of research

information exceeds the

cost of generating the

information

Decision Support Systems and Marketing Research Class Lecture

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