Chapter 9 - Decision Support Systems and Marketing Research...

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Chapter 9 1 Marketing Decision Support Systems and Marketing Research 9 CHAPTER
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Chapter 9 2 Learning Outcomes Explain the concept and purpose of a marketing decision support system Define marketing research and explain its importance to marketing decision making Describe the steps involved in conducting a marketing research project LO LO LO
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Chapter 9 3 Explain the concept and purpose of a marketing decision support system Marketing Decision Marketing Decision Support Systems Support Systems LO
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Chapter 9 4 Marketing Decision Support Systems Decision Support Systems An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
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Chapter 9 5 DSS System Characteristics Interactive Flexible Discovery-Oriented Accessible
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Chapter 9 6 Database Marketing Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. The key tool for successful one-to-one marketing.
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Chapter 9 7 Define marketing research and explain its importance to marketing decision making The Role of Marketing Research The Role of Marketing Research LO
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Chapter 9 8 The Role of Marketing Research 2 Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision.
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Chapter 9 9 Marketing Research vs. DSS Marketing research is a main data source for DSS. The findings of a marketing research project become data in a DSS. LO 2
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Chapter 9 10 The Role of Marketing Research 2 Diagnostic Predictive Descriptive Gathering and presenting factual statements Explaining data “What if?”
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Chapter 9 11 Describe the steps involved in conducting a marketing research project Steps in a Marketing Steps in a Marketing Research Project Research Project LO
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Chapter 9 12 The Marketing Research Process LO Collect Data Specify Sampling Procedure Plan Design/ Primary Data Identify Problem/ Opportunity Analyze Data Prepare/ Present Report Follow Up 1 2 3 4 5 6 7
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Chapter 9 - Decision Support Systems and Marketing Research...

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