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Explain the concept and purpose of amarketing decision support system

Define marketing research and explainits importance to marketing decisionmaking

Describe the steps involved inconducting a marketing researchproject

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Marketing Decision

Support Systems

. Characteristics:

Interactive

Flexible

Discovery Oriented

Accessible

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Market Research and Business

Consulting Company

http://www.youtube.com/watch?v=pNihCme3hMI

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Database Marketing

The creation of a large computerized file of

customers and potential customers profiles and

purchase patterns.

http://www.youtube.com/watch?v=K2fylWquIqI

http://www.youtube.com/watch?v=WzZzDNYIk5E

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The Role of

Marketing Research

Marketing research is the process of

planning, collecting, and analyzing

data relevant to a marketing

decision.

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Marketing Briefs: What is Market

Research? http://www.youtube.com/watch?v=2-

q2vwa_n2I&list=TLLCU71txxwuhqCjzJLseLE0y

_dtBhIHMY

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The Role of

Marketing Research

Diagnostic

Predictive

DescriptiveGathering and presentingfactual statements

Explaining data

Address what if

questions

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y se n eres or ar eResearch

http://www.youtube.com/watch?v=nagPJtYIAFQ

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CollectData

Specify

SamplingProcedure

Plan Design/Primary Data

DefineProblem

Analyze

DataPrepare/PresentReport

Follow Up

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The Marketing Research

Process

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The Basics of Marketing Research

http://www.youtube.com/watch?v=g0plq2E9ZjQ

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Market Research Process

http://www.youtube.com/watch?v=T3kOuTASgRA

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How to Conduct Market Research

http://www.youtube.com/watch?v=cjk0dbB0uMw

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Sources of

Secondary Data

Government Agencies

Trade and Industry Associations

Business Periodicals

News Media

Internal Corporate Information

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Different sources of secondary

data

http://www.youtube.com/watch?v=iYQtSf-eJO0

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Primary vs. Secondary Sources

http://www.youtube.com/watch?v=g0plq2E9ZjQ

http://www.youtube.com/watch?v

=3E3mEKNuquQ

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Find market data, industry

statistics and company profiles

http://www.youtube.com/watch?v=GvkIar1PtJ8

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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 comparisonfor other data

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Disadvantages of

Secondary Data

May not give adequate

detailed information

May not be on target withthe research problem

Quality and accuracy of data

may pose a problem

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The New Age of Secondary

Information: The Internet

The rapid development of the

Internet has eliminated much ofthe drudgery associated with the

collection of secondary data.

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Marketing Research

Aggregators

Acquire, catalog, reformat, segment, and

resell reports already published by large

and small marketing research firms.

Databases are getting bigger, more

comprehensive, and easier to search.

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Primary Data

Information collected for the first time.

Used for solving the particular problem under

investigation.

Advantages: Answers a specific research question

Data are current

Source of data is known

Secrecy can be maintained

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Disadvantages of

Primary Data

Primary data can be very

expensive.

Disadvantages are usually

offset by the advantagesof primary data.

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Survey Research

The most popular technique for

gathering primary data, in which a

researcher interacts with people to

obtain facts, opinions, and attitudes.

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Domino's Pizza Turnaround

Dominos Pizza did somethingradical

Dominos turned to research

using social media channels andfocus groups.

launched a $75 million Pizza

Turnaround promotioncampaign

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Domino's Pizza Turnaround

http://www.youtube.com/watch?v=AH5R56jILag (Pt. 1)

http://www.youtube.com/watch?v

=z3GcLH_834E(Pt. 2)

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Forms of Survey Research

Focus Groups

Executive Interviews

Mail Surveys

Telephone Interviews

Mall Intercept Interviews

In-Home Interviews

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Questionnaire Design

Open-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

An interview question thatencourages an answer phrased in

the 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.

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Questionnaire Design

Clear and concise

No ambiguous language

Avoid two questions in one

Avoid leading questions

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10 St G id t

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10 Step Guide to

Questionnaire Design

http://www.youtube.com/watch?v=53mASVzGRF4

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Observation Research

A research method that relies on

four types of observation:

people watching people

people watching an activitymachines watching people

machines watching an activity

http://www.youtube.com/watch?v=

xSsszDVuGcs

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Observational Research

Mystery

Shoppers

Behavioral

Targeting

(BT)

Researchers posing as customers

who gather observational data about

a store.A form of observation marketingresearch that uses data miningcoupled with identifying Web surfersby the IP addresses.

http://www.youtube.com/watch?v=WPfDN97lEQY

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Ethnographic Research

The study of human behavior in its natural

context; involves observation of behavior and

physical setting.

http://www.youtube.com/watch?v=pfUpu-

218Oo

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Virtual Shopping

Advantages of virtual shopping: Creates an environment with arealistic level of complexity and

variety.

Allows quick set up and altering oftests.

Low production costs.

High flexibility. http://www.youtube.com/watch?v=-

Y4QTYdNSd4

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Collecting the Data

Focus group facilities

Mall intercept locations Test product storage

Kitchen facilities

http://www.youtube.com/watch?v=Hyh91AC_tAM

Field Service Firms provide:

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Analyzing the Data

Cross Tabulation:

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.

http://www.youtube.com/watch?v=RbzVVcPls

U8

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Statistics Sampling

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Statistics - Sampling,

Surveying and Data Analysis

http://www.youtube.com/watch?v=YtDDoRL86EY

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Preparing and

Presenting the Report

Concise statement of the research

objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations

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Discuss the profound impact of the Interneton marketing research

Discuss the growing importance of scanner-based research

Explain when marketing research should beconducted

Explain the concept of competitiveintelligence

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How has technology impacted marketing

strategy?

http://www.youtube.com/watch?v=xsiHAO0g

q74

Discuss the profound impact of the Internet

on marketing research

http://www.youtube.com/watch?v=efYINOleqPw

The Profound Impact of the Internet

On Marketing Research

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Impact of the Internet

Under appropriate conditions, can represent

the entire population

Has replaced computer-assisted telephone

interviewing

Rated as having the greatest potential for

further growth

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Advantages of

Internet Surveys

Contact with thehard-to-reach

Improved respondent

participation

Personalized questionsand data

Reduced costs

Rapid development,Real-time reporting

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Uses of the Internet by

Marketing Researchers

Other types of marketing research

Conduct focus groupshttp://www.youtube.com/watch?v=DLhIl77xdAA

Administer surveys

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Methods of Collecting Online

Surveys

Web Survey Systems

Survey Design and Web HostingSites

Online Panel Providers

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Advantages of Online

Focus Groups

Better participation rates

Cost-effectiveness

Broad geographic scope

Accessibility

Honesty

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Web Community Research

A carefully selected group ofconsumers who agree to participate in

an ongoing dialogue with a particular

corporation.Web communities:

Engage customers

Achieve customer-derived innovations

Establish brand advocates

Offer real-time results

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Text Message-Based Research

Allows researchers to text a basicquestion

Quick follow-up to responders

Wide demographic reach

High feedback rates

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Blogging Assignments

Marketers assign respondents towrite blog entries when they use the

assigned product.

Can span long or short time periods Offer a closer look at consumer use

Inexpensive, allowing larger

numbers of respondents

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Discuss the growing

importance of

scanner-based research

Scanner-Based Research

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Scanner-Based Research

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

Research program that

tracks the purchases of3,000 households

through store scanners in

each research market

Sales-tracking service

for the consumerpackaged-goods

industry

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Scanner-Based Research

BehaviorScanWith such a measure of household purchasing, it ispossible to manipulate marketing variables, such astelevision advertising or consumer promotions, or tointroduce a new product and analyze real changes inconsumer buying behavior.

InfoScanRetail sales, detailed consumer purchasinginformation (including measurement of store loyaltyand total grocery basket expenditures), andpromotional activity by manufacturers and retailers

are monitored and evaluated for all bar-codedproducts.

Data are collected weekly from more than 70,000supermarkets, drugstores, and mass merchandisers.

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Depends on managers

perceptions of its quality,

price, and timing

When the expected value

of research information

exceeds the cost of

generating the information

When Should Marketing Research Be

Conducted?

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When Should Marketing

Research Be Conducted?

Depends on managersperceptions of its quality, price,

and timing

When the expected value of

research information exceeds the

cost of generating the information

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Identify customer relationships

Store and integratecustomer data using IT

Capture customer databased on interactionsIdentify best customers

Understand interactionswith current customer base

Leverage customerinformation

A Simple Flow Model of the Customer

Relationship Management System

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An intelligence system that

helps managers assess their

competition and vendors in

order to become more

efficient and effective

competitors.

Competitive Intelligence

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Competitive Intelligence (CI)

An intelligence system that helps

managers assess their competition

and vendors in order to becomemore efficient and effective

competitors.

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Sources of

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Sources of

Competitive Intelligence

Internet

Company Salespeople

Industry Experts

CI Consultants

Government Agencies

UCC Filings

Suppliers

Periodicals

Yellow Pages

Trade Shows

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A Day in the Life - Market

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A Day in the Life Market

Research Analyst

http://www.youtube.com/watch?v=TsOgNmeeQHo