Study Guide 2 Me

Study Guide 2 Me - Ch. 8 Decision Support Systems and...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Ch. 8 Decision Support Systems and Marketing Research 3 roles of marketing research - descriptive : gathering and presenting factual statements. - diagnostic : explaining data, like determining the impact on sales of a change in the design of the package. - predictive : To address “what if” questions. Marketing information -Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans. Data types (primary, secondary, etc.) - Primary Data : information that is collected for the first time; are used for solving the particular problem under investigation. - Secondary Data : data previously collected for any purpose other than the one at hand. Decision support system -an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. Database marketing -The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. Marketing research -The process of Planning , Collecting , and analyzing data relevant to a marketing decision. Research design -specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. Survey research and types (mall intercept, etc.) - Survey research : The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes. - TYPES : - In-Home Personal Interviews : Although In-Home personal interviews often provide high-quality information, they tend to be very experience because of the interviewers’ travel time and mileage costs. - Mall Intercept Interview s: a survey research method that involves interviewing people in the common areas of shopping malls. - Computer-assisted personal interviewing : The researcher conducts in- person interviews, reads question to the respondent off a computer screen, and directly keys the respondent’s answers into the computer.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
- Computer-assisted self-interviewing : A mall interviewer intercepts and directs willing respondents to nearby computers. Each respondent read questions off a computer screen and directly keys his or her answers into a computer. - Fully automated self-interviewing : Respondents are guided by interviewers or independently approach a centrally located computer station or kiosk, read question off a screen, and directly key their answers into station’s computer. - Telephone interview : cost less than the personal interview, but cost is rapidly increasing due to respondent refusal to participate. ( Central-location telephone (CLT) facility ) - Mail Surveys : ADV: low cost, elimination Respondent and supervisors, centralized control, actual or promised anonymity for respondents. DIS: low response
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

Page1 / 12

Study Guide 2 Me - Ch. 8 Decision Support Systems and...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online