Week_3a___3b-Marketing_Information-stude

Week_3a___3b-Marketing_Information-stude - Marketing...

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Unformatted text preview: Marketing Information BA 303 Week 3 Overview of MIS Developing Needed Information Internal Databases Marketing Intelligence Information Analysis Agenda: Marketing Info. Systems I & II Marketing Research Steps in the Process Types of Research Research Approaches Week 3/Marketing Information 2 BA 303/Coupland Marketing Information System "People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers." Armstrong & Kotler, p. 97 BA 303/Coupland Week 3/Marketing Information 3 Marketing Information System Distribute Figure 41: Sort, analyze, & evaluate Gather BA 303/Coupland Week 3/Marketing Information 4 BA 303/Coupland Week 3/Marketing Information 5 Marketing Research "Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization." 102 Armstrong & Kotler, p. BA 303/Coupland Week 3/Marketing Information 6 Marketing Research Process 1. 2. 3. 4. Figure 42 BA 303/Coupland Week 3/Marketing Information 7 Types of Research Exploratory Research Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things (e.g., market potential for a product, demographics, attitudes). Tests hypotheses about causeandeffect relationships. __________ Research __________ Research BA 303/Coupland Week 3/Marketing Information 8 Primary Data Collect specific information Directly applicable Costly Secondary Data Rely on existing information Often not as applicable Less expensive BA 303/Coupland Week 3/Marketing Information 9 Table 4.2 Primary Data Collection Research approaches Observation Survey Experiment Contact methods Mail/email Telephone FacetoFace Online (Web, chat) Sampling plan Sampling unit Sample size Sampling procedure BA 303/Coupland Week 3/Marketing Information 10 Observational Research The gathering of primary data by observing relevant people, actions, and situations. Ethnographic research Observation in a "natural environment" Mechanical observation People meters Checkout scanners Eye cameras BA 303/Coupland Week 3/Marketing Information 11 Mystery Shoppers as Observers BA 303/Coupland Week 3/Marketing Information 12 Survey Research Most widely used method for primary data collection. Best for gathering exploratory?/descriptive?/ causal? information. Can gather information about people's knowledge, attitudes, preferences, or buying behavior. BA 303/Coupland Week 3/Marketing Information 13 BA 303/Coupland Week 3/Marketing Information 14 Experimental Research Best for gathering exploratory?/descriptive?/ causal? information. Process: Select matched groups of subjects Give different treatments Control for unrelated factors Check differences in responses between groups BA 303/Coupland Week 3/Marketing Information 15 Test Markets "Best" 1. 2. 3. 4. 5. "Worst" 150. New York, NY 149. San Francisco, CA 148. Honolulu, HI 147. McAllen Edinburg Mission, TX 146. Ocala, FL Based on how similar population is to US 16 population as a whole. Albany Schenectady Troy, NY Rochester, NY Greensboro Winston Salem High Point, NC Birmingham, AL Syracuse, NY BA 303/Coupland Week 3/Marketing Information Contact Methods: Mail/email Mostly used for surveys using a questionnaire Pros? Cons? BA 303/Coupland Week 3/Marketing Information 17 Contact Methods: Phone Mostly used for surveys, some experiments Pros: Cons: Gathers information fast Greater flexibility than mail surveys Higher costs than mail Interviewer effects exist Quantity of data that can be collected is smaller than in mail surveys Week 3/Marketing Information 18 BA 303/Coupland Contact Methods: Interview (Individual or Group) Used for surveys and experiments, some observational research Pros: Highly flexible Good control of sample Cons: High cost per respondent Highly subject to interviewer bias Week 3/Marketing Information 19 BA 303/Coupland Online Marketing Research Can do surveys, experiments, and personal (individual & group) interviews Pros: The least expensive way to gather information Flexible Saves time on data processing Cons? BA 303/Coupland Week 3/Marketing Information 20 What does the data mean? Transform into usable knowledge Report to management Presentations Written reports BA 303/Coupland Week 3/Marketing Information 21 Next sessions: Consumer Behavior Soak in Ch. 5 Complete the VALS survey online. Note your primary VALS Type http://www.sricbi.com/VALS/presurvey.shtml Study tips: BA 303/Coupland Week 3/Marketing Information 22 ...
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This note was uploaded on 03/17/2008 for the course B A 303 taught by Professor Coupland during the Spring '08 term at Pennsylvania State University, University Park.

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