Chapter 8 InClass

Chapter 8 InClass - Chapter 8 Decision Support Systems and...

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Chapter 8 Decision Support Systems  and Marketing Research
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Decision Support System (DSS) A marketing DSS is an interactive, flexible  computerized information system that  enables managers to obtain and  manipulate information as they are making  decisions Database Marketing  large data files related  to specific existing or potential customers From data to information, knowledge and  wisdom  
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DSS vs. Marketing Research DECISION SUPPORT SYSTEM Continuously channels  information about  environmental changes  into the organization MARKETING RESEARCH    problem oriented research is a component of DSS  system
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Diagnostic – explaining data Diagnostic – explaining data Predictive Predictive Descriptive – gathering and presenting  Descriptive – gathering and presenting  factual statements.  True statements factual statements.  True statements Attempting to estimate the  results of a planned marketing  decision (has time element) Marketing Research Is the process of planning, collecting and  analyzing data relevant to a marketing  decision
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Management Uses of Marketing Research Improve the quality of decision making Retain customers by better  understanding their needs Understand the changing marketplace The average Fortune 200 company spent  $11.5 million for in-house research last  year (2006) – must be important
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Marketing Research Studies Products Advertising Prices Packages Names and Logos Services Buying habits Colors Uses Awareness Familiarity New concepts Traffic patterns Wants Needs Politics
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Uses of Marketing Research Measurement of market potentials Determination of market  characteristics Market share analysis Competitive product studies New-product acceptance Media research Advertising effectiveness
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Steps in a Marketing Research Project Collect Collect Data Data Specify Specify Sampling Sampling Procedure Procedure Plan design/ Plan design/ primary data primary data Define problem Define problem Analyze Analyze Data Data Prepare/ Prepare/ Present Present Report Report Follow Up Follow Up
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Step 1 Define the Problem Define the problem Specify decision alternatives State research objectives Increase recall of ads
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Marketing Research Marketing Marketing Research Research problem problem Marketing Marketing Research Research objective objective Management Management Decision Decision problem problem Determining what information is needed and how that information can be obtained efficiently and effectively. The specific information needed
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Chapter 8 InClass - Chapter 8 Decision Support Systems and...

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