Post on 05-Jan-2016
Marketing Information
04
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Internal Company Data
Acquired Databases
Marketing Intelligence
Marketing Research
MIS
Computer Hardware and Software
DATA TYPES
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Information for Marketing Decisions
Internal Data
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MarketingIntelligence
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Research
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AcquiredAcquired Data
Marketing Manager
MDSS
Statistical/Modeling Software
MIS Data
Information Needed for Decision Making
MARKETING DECISION SUPPORT SYSTEM
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Interactive Software
Data MiningData Mining
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Define problem/objectives
MARKETING RESEARCH PROCESS
Determine research design
Choose data collection method
Design the sample
Collect the data
Analyze data
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1: Define Research Problem
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2: Determine Research Design
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Research Designs
SECONDARY PRIMARY
Exploratory
Descriptive
Causal
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Internal
External
Data Sources
SecondaryData
SecondaryData
Already on-hand
Easy and cheap
Collected for a different purpose
Risks of beinginaccurate, old,irrelevant
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Collected for new research
plan
Tailored to new problem
Costly Takes time
PrimaryData
PrimaryData
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Data Sources
EXPLORATORY DESCRIPTIVE CAUSAL
Research Options
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EXPLORATORY CAUSALDESCRIPTIVE
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Research Options
Interviews/Focus GroupsCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Exploratory
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Ethnography
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DESCRIPTIVE CAUSALEXPLORATORY
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Research Options
CAUSALEXPLORATORY DESCRIPTIVE
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Research Options
3: Research Method
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Survey
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Mail Surveys
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Phone Surveys
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Face to Face Interviews
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Online Research
Observation
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Observation
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4: Design Sample
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Simple random
Stratified random
Probability Sample
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Convenience
Quota
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Non-Probability Sample
5: Collect Data
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6: Analyze Data
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7: Prepare Report
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