Lecture 5 Marketing Research

Lecture 5 Marketing Research - Haas School of Business...

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David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business ugba  106 Marketing © D. Robinson, 2009 Lecture 5: Marketing Information Systems
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Marketing Information Systems Marketing Research provides a basis for rational decision making
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Outline Overview of the Information System Information from existing records Purchased Research Secondary data Syndication True “primary research” Research methods Quantitative Qualitative
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The Marketing Information System (A&K Fig 4.1)
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How do we go about Marketing Research? 1. What’s the problem? 2. Develop the research plan a. What do we want to know? b. About which group of people?
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How do we go about Marketing Research? 1. Implementation and analysis a. What do we have in our own records? b. Purchase syndicated data c. Run our own studies d. Outsource: Get an expert to run the studies 2. Interpreting, reporting . . . and action!
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Marketing Information Systems: Part 1 Internal Data Firms have a lot of information without commissioning primary research
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Internal Sources of Data Sales records by store, time of day, etc Example : Firms can easily research seasonality Customer account analysis Known-customer response to Direct promotion Sales response to Mass Media advertising
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Using Internal Databases
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Internal Data Analysis Most firms have transaction level data in a data warehouse Need to analyze this with Artificial intelligence Why? This is called data mining Data base is particularly useful when transactions are linked to customers
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Example: Safeway Select Soups
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Counter-example Washington Mutual (Chase)
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Digital Dashboards are Common
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Lecture 5 Marketing Research - Haas School of Business...

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