4-1

4-1

PRINCIPLES OF MARKETING

Chapter
Chapter 44
Marketing Research
and
Information Systems

The
The Importance
Importance of
of Information
Information

4-2
4-2

Marketing
Environment

Customer
Needs

Why
Information
Is
Needed
Strategic
Planning

Competition

What
What is
is aa Marketing
Marketing
Information
Information System
System (MIS)?
(MIS)?
Consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate and distribute needed,
timely, and accurate information to
marketing decision makers.
Function: Assess, Develop and
Distribute Information.

4-3
4-3

The
The Marketing
Marketing Information
Information System
System
Marketing Decisions and Communications

Marketing Managers
Marketing Information System

Distributing
Information

Assessing Information
Needs
Developing Information

Information
Analysis

Internal
Data

Marketing
Research

Marketing
Intelligence

Marketing
MarketingEnvironment
Environment

4-4
4-4

Functions
Functions of
of aa MIS:
MIS:
Assessing
Assessing Information
Information Needs
Needs

Conduct Interviews and Determine

What Information is
Desired, Needed, and Feasible to Obtain.

Monitors
Monitors Environment
Environment for
for
Information
Information Managers
Managers
Should
Should Have
Have

Examine
Examine Cost/
Cost/ Benefit
Benefit of
of
Desired
Desired
Information
Information

4-5
4-5

Functions
Functions of
of aa MIS:
MIS:
Developing
Developing Information
Information

4-6
4-6

Obtains
Obtains Needed
Needed Information
Information for
for Marketing
Marketing Managers
Managers
From
From the
the Following
Following Sources
Sources
Internal
Internal Data
Data

Collection
Collectionof
ofInformation
Informationfrom
fromData
DataSources
SourcesWithin
Withinthe
theCompany
Company
From:
From:Accounting,
Accounting,Sales
SalesForce,
Force,Marketing,
Marketing,Manufacturing,
Manufacturing,Sales
Sales

Marketing
MarketingIntelligence
Intelligence

Collection
Collectionand
andAnalysis
Analysisof
ofPublicly
PubliclyAvailable
AvailableInformation
Informationabout
about
Competitors
Competitorsand
andthe
theMarketing
MarketingEnvironment
Environment
From:
From:Employees,
Employees,Suppliers,
Suppliers,Customers,
Customers,
Competitors,
Competitors,Marketing
MarketingResearch
ResearchCompanies
Companies

Marketing
MarketingResearch
Research

Design,
Design,Collection,
Collection,Analysis,
Analysis,and
andReporting
Reportingof
ofData
Dataabout
aboutaa Situation
Situation

Functions
Functions of
of aa MIS:
MIS:
Distributing
Distributing Information
Information

Information Must be Distributed

to the Right Managers at the Right Time.

Distributes
Distributes Routine
Routine
Information
Information for
for
Decision
Decision Making
Making

Distributes
Distributes Nonroutine
Nonroutine
Information
Information for
for Special
Special
Situations
Situations

4-7
4-7

The
The Marketing
Marketing Research
Research
Process
Process
Defining
Defining the
the Problem
Problem and
and the
the Research
Research Objectives
Objectives
Developing
Developing the
the Research
Research Plan
Plan
Implementing
Implementing the
the Research
Research Plan
Plan
Interpreting
Interpreting and
and Reporting
Reporting the
the Findings
Findings

4-8
4-8

Marketing
Marketing Research
Research Process
Process

4-9
4-9

Step
Step 1.
1. Defining
Defining the
the Problem
Problem &
&
Research
Research Objectives
Objectives

Exploratory
Research

Gathers
Gatherspreliminary
preliminaryinformation
information
that
thatwill
willhelp
helpdefine
definethe
theproblem
problem
and
andsuggest
suggesthypotheses.
hypotheses.

Descriptive
Research

Describes
Describesthings
thingssuch
suchas
asconsumers
consumers
attitudes
attitudesand
anddemographics
demographics
or
ormarket
marketpotential
potentialfor
foraaproduct.
product.

Causal
Research

Test
Testhypotheses
hypothesesabout
aboutcausecauseand-effect
and-effectrelationships.
relationships.

Marketing
Marketing Research
Research Process
Process

4-10
4-10

Step
Step 2.
2. Develop
Develop the
the Research
Research Plan
Plan
Determine
Determine the
the Specific
Specific Information
Information Needed
Needed
Primary

Secondary
Information
Informationthat
that has
has
been
beenpreviously
previously
collected.
collected.
Both
BothMust
MustBe:
Be:
Relevant
Relevant
Accurate
Accurate
Current
Current
Impartial
Impartial

Information
Informationcollected
collected
for
forthe
the specific
specificpurpose
purpose
at
at hand.
hand.

Primary
Primary Data
Data Collection
Collection Process
Process

4-11
4-11

Step
Step 1.
1. Research
Research Approaches
Approaches
Observational
Observational Research
Research
Gathering
Gatheringdata
databy
byobserving
observingpeople,
people,
actions
actionsand
andsituations
situations
(Exploratory)
(Exploratory)

Survey
SurveyResearch
Research
Asking
Askingindividuals
individualsabout
about
attitudes,
attitudes,preferences
preferencesor
or
buying
buyingbehaviors
behaviors
(Descriptive)
(Descriptive)

Experimental
Experimental Research
Research
Using
Usinggroups
groupsof
ofpeople
peopleto
to
determine
determinecause-and-effect
cause-and-effect
relationships
relationships
(Causal)
(Causal)

Primary
Primary Data
Data Collection
Collection Process
Process
Step
Step 2.
2. Contact
Contact Methods
Methods

Contact Methods
Mail

Telephone

Personal

Online

Flexibility

Poor

Good

Excellent

Good

Quantity of
Data Collected
Control of
Interviewer
Control of
Sample
Speed of Data
Collection
Response Rate

Good

Fair

Excellent

Good

Excellent

Fair

Poor

Fair

Fair

Excellent

Fair

Poor

Poor

Excellent

Good

Excellent

Fair

Good

Good

Good

Cost

Good

Fair

Poor

Excellent

4-12
4-12

Primary
Primary Data
Data Collection
Collection Process
Process
Step
Step 3.
3. Developing
Developing aa Sampling
Sampling Plan
Plan

Who
Whois
isto
tobe
be
surveyed?
surveyed?

Probability
Probabilityor
or
Non-probability
Non-probability
sampling?
sampling?
Sample representative
segment of the
population
How
Howshould
shouldthe
the
sample
samplebe
be
chosen?
chosen?

How
Howmany
many
should
shouldbe
be
surveyed?
surveyed?

4-13
4-13

Primary
Primary Data
Data Collection
Collection Process
Process

4-14
4-14

Step
Step 4.
4. Research
Research Instruments
Instruments

Research
Research Instruments
Instruments
Questionnaire
Questionnaire
What
What to
to ask?
ask?

Form
Form of
of each
each
question?
question?
Wording?
Wording?
Ordering?
Ordering?

Mechanical
Mechanical Devices
Devices
People
People Meters
Meters

Grocery
Grocery Scanners
Scanners
Galvanometer
Galvanometer
Tachistoscope
Tachistoscope

Marketing
Marketing Research
Research Process
Process

Step
Step 3.
3. Implementing
Implementing the
the Research
Research Plan
Plan
Collection
Collection
of
of
Data
Data
Processing
Processing
of
of
Data
Data
Analyzing
Analyzing
the
the
Data
Data

Research
Research
Plan
Plan

4-15
4-15

Marketing
Marketing Research
Research Process
Process

Step
Step 4.
4. Interpreting
Interpreting and
and Reporting
Reporting
Findings
Findings
Interpret
Interpret the
the Findings
Findings
Draw
Draw Conclusions
Conclusions
Report
Report to
to Management
Management

4-16
4-16