Chapter 7 Improving Decisions with Marketing Information McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Essentials of Marketing Chapter 7 Improving Decisions with Marketing Information McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc.
Jan 20, 2016
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Chapter 7Improving Decisions with Marketing Information
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
At the end of this presentation, you should be able to:
1. Know about marketing information systems.
2. Understand the scientific approach to marketing research.
3. Know about methods for collecting secondary and primary data.
4. Understand the role of observing, questioning, and using experimental methods in marketing research.
5. Understand important new terms.
7–2
Effective Marketing Requires Good Information
7–3
Marketing Information Inputs to Marketing Strategy Planning Decisions (Exhibit 7-1)
Informationfor marketing
decisions
Marketing information systems•Accessing multimedia data•Data warehouse•Decision support systems•Marketing models
Marketing information systems•Accessing multimedia data•Data warehouse•Decision support systems•Marketing models
Marketing Research• Role of research specialist• Scientific method• Steps in marketing research
1. Define problem2. Analyze situation3. Gather problem-specific data4. Interpret the data5. Solve the problem
Marketing Research• Role of research specialist• Scientific method• Steps in marketing research
1. Define problem2. Analyze situation3. Gather problem-specific data4. Interpret the data5. Solve the problem
7–4
Who Does the Work?
7–5
Effective Research Requires Cooperation
That marketing research geek doesn’t understand
my business—she doesn’t even know my competitors!
That overpaid Gen Y is clueless—she doesn’t even know how a chi-square is
computed!
7–6
Changes Are Under Way in Marketing Information Systems
An Intranet Is Easy to UpdateAn Intranet Is
Easy to Update
Get More Information—
Faster and Easier
Get More Information—
Faster and Easier
MIS Makes Information Available and
Accessible
MIS Makes Information Available and
Accessible
7–7
Elements of a Complete Marketing Information System (Exhibit 7-2)
7–8
The Impact of an MIS
Information for implementation, planning
and control
Information for implementation, planning
and control
Many Firms Are Not There Yet
Many Firms Are Not There Yet
7–9
Research is a Bridge to Customers
7–10
Five-Step Scientific Approach to Marketing Research Process (Exhibit 7-3)
Analyzing the situationAnalyzing the situation
Getting problem-specific data
Getting problem-specific data
Interpreting the dataInterpreting the data
Solving the problemSolving the problem
Early identification of solution
Early identification of solution
Fe
edb
ack
to p
revi
ou
s st
ep
s
Defining the problemDefining the problem
7–11
Defining the Problem—Step 1
Problems vs. SymptomsProblems vs. Symptoms
Finding the Right Problem Level
Finding the Right Problem Level
Setting Research Objectives
Setting Research Objectives
7–12
Analyzing the Situation—Step 2
What Information Do We Already Have?
What Information Do We Already Have?
Situation Analysis Helps Educate a Researcher
Situation Analysis Helps Educate a Researcher
7–13
Checking Your Knowledge
Edna Bates, a marketing researcher who is an expert in customer satisfaction research, is asked by a client to conduct a study dealing with a completely unfamiliar research topic. Edna consults secondary data to gain more insight about this unfamiliar area. Edna is engaged in the _________ stage of the marketing research process.
A. problem definitionB. situation analysisC. gathering problem-specific dataD. data interpretationE. solving the problem
7–14
Sources of Secondary and Primary Data(Exhibit 7-4)
Secondary data
sources
Secondary data
sources
Primary data
sources
Primary data
sources
All data sourcesAll data sources
7–15
Private Sources Are Useful Too
7–16
The Bottom Line on Secondary Data
Situation Analysis—A
Lot For a Little
Situation Analysis—A
Lot For a Little
What Else Is Needed?
What Else Is Needed?
Research Proposal
Research Proposal
KeyIssues
KeyIssues
7–17
QuestioningQuestioningObservingObserving
Getting Problem-Specific Data—Step 3
PrimaryData
PrimaryData
7–18
Focus Groups Stimulate Discussion
7–19
Structured Questioning Gives More Objective Results
Can be summarized in
numbers
Can be summarized in
numbersSeeks structured
responsesSeeks structured
responses
Faster response & analysis
Faster response & analysis
QuantitativeResearch
QuantitativeResearch
7–20
Surveys Come in Many Forms
Personal Interview
Personal Interview
Mail and OnlineMail and Online
TelephoneTelephonePrimaryMethods
forCollecting
SurveyData
7–21
Checking Your Knowledge
A researcher wants to study 1,000 consumers and needs information about a lot of personal and sensitive issues. Which of the following would be the best way to gather this information?
A. Mail surveyB. Focus groupC. Telephone surveyD. Face-to-face interviewE. Experiment
7–22
Observing—What You See Is What You Get
Checkout Scanners “See” A Lot
Checkout Scanners “See” A Lot
Observation Is Common in Advertising Research
Observation Is Common in Advertising Research
Web site AnalysisWeb site Analysis
Consumer PanelsConsumer Panels
7–23
Illustration of Experimental Method in Comparing Effectiveness of Two Ads (Exhibit 7-5)
Half of the people
see Ad #1
Half of the people
see Ad #1
Half of the people
see Ad #2
Half of the people
see Ad #2
Average for group who saw Ad #1 = 3.2
Average for group who saw Ad #2 = 4.6
Representative group of
customers
Representative group of
customers
Difference in response between two groups
1 2 3 4 5Average product interest rating by
group
Groups of people are similar except for the
ad they see
7–24
Interactive Exercise: Types of Data
7–25
Interpreting the Data—Step 4 (Exhibit 7-6)
What is your household income?
Less than
$30,000$30,000 to
50,000
$50,000 to
$75,000
More than
$75,000Total
Sample
Does your home have broadband Internet service?
Yes 23.7% 46.2% 52.3% 72.4% 47.1%
No 76.3 53.8 47.7 27.6 52.9
Total 100.0% 100.0% 100.0% 100.0% 100.0%
7–26
PopulationPopulation
Key Concerns in Data Interpretation
KeyIssuesKey
Issues
ValidityValidity Confidence Intervals
Confidence Intervals
SampleSample
7–27
Ethical Issues in Marketing
7–28
Checking Your Knowledge
A sales training firm wants feedback on the quality of its classes and training services. The firm planned to send mail surveys to CEOs of its client companies to get the needed information. However, one executive objected to the survey plan, saying, “CEOs don’t attend our classes. How will they know if the classes are any good?” Another executive added, “If the survey isn’t relevant to the CEOs, it will be thrown away and we’ll get no data.” It appears that the research design presents problems with:
A. response rate.B. relevance of population.C. validity.D. improper statistical analysis.E. both A and B.
7–29
Interactive Exercise: Confidence Interval
7–30
Solving the Problem—Step 5
Evaluate Evaluate
Application in Marketing Strategy Planning
Application in Marketing Strategy Planning
No Action Implications—Little value
No Action Implications—Little value
Interesting tidbitsInteresting tidbits
7–31
Checking Your Knowledge
A marketing research firm conducted a telephone survey for a consumer products company. It provided new and interesting information about brand image, the competition, and other topics. At the end of the research company’s results presentation, the sales manager commented, “This is all interesting information, but it doesn’t tell me why our market share is declining among 18 to 34 year old women, nor does it offer me any suggestions about actions I can take to deal with the situation.” The sales manager’s complaint suggests that the research suffers from problems with:
A.a lack of action implications for management.B.poor planning by the researcher and managers at the outset of the project.C.poor sampling.D.a low response rate.E.both A and B.
7–32
International Marketing Research
Research Contributes to
Success
Research Contributes to
Success
Accurate Data—Hard To
Find?
Accurate Data—Hard To
Find?
Coordinate and Standardize
Coordinate and Standardize
Avoid Mistakes With Local Researcher
Avoid Mistakes With Local Researcher
7–33
Marketing Research Identifies International Opportunities
7–34
You should now be able to:
1. Know about marketing information systems.
2. Understand the scientific approach to marketing research.
3. Know about methods for collecting secondary and primary data.
4. Understand the role of observing, questioning, and using experimental methods in marketing research.
5. Understand important new terms.
7–35
Key Terms
Marketing research Marketing information
system (MIS) Intranet Data warehouse Decision support
system (DSS) Marketing dashboard Marketing model Scientific method
Hypotheses Marketing research
process Situation analysis Secondary data Primary data Research proposal Qualitative research Focus group interview Quantitative research
7–36
Key Terms
Response rate Consumer panel Experimental method Statistical packages Population Sample Confidence interval Validity
7–37
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