Class Intro 7
Gathering and using data for marketing decisions.
Marketing Information Systems: Accessing multimedia data; Data warehouse; Decision support systems; Marketing models
Marketing Research: Research specialist; Scientific method; Steps in marketing research
Changes with MIS: MIS makes information available and accessible; more information faster and easier; use of intranets
5 steps for Marketing Research Process: Defining the problem; Analyzing the situation; Getting problem-specific data; Interpreting the data; Solving the problem
Step 1: Finding the right problem level; Problems vs. Symptoms; Setting research objectives
Step 2: Information on hand ?; Educate researcher
Data sources: Secondary data (already available), inside and outside company; Primary data (unique to problem), observation (listening) and questioning
Benefits of seconfary data: less expensive; quick to obtain; credible
Benefits of primary data: proprietary to the company; specifically designed for the project; current
The gaps in the secondary data, prompts the requirements for research proposal, gathering primary data.
Step 3: Observing versus Questioning
Structured questioning seeks structured responses; can be summarized in numbers; quick response and analysis
Means of surveying: Mail and online; Telephone; Personal interview; Mall intercept; Focus groups
Sampling: Random, Stratified, Quota
Importance of constructing appropriate questions; demographic / personal questions at the end, no leading questions; complete set of answers
5 versus 6 options for a response on a scale.
Means of observation: Web-site analysis; checkout scanners; instore cameras; Social media; Consumer panels
Social media: engagement marketing, options to always "listen" to your consumers: facebook, twitter etc.
Data privacy issues: Shoppers must give consent for private data use
Step 4: Interpretation
Data interpretation: Population, Sample, Confidence intervals, Validity
Step 5: Solving the problem
Complications with international marketing research, re: lack of data, difficulties in interpration of data, cultural differences