Ch1.Intro MR
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Transcript of Ch1.Intro MR
Marketing Research &MIS
Slide 1© Associate Professor Dr. Jamil Bojei, 2014
Marketing Research &MIS
Slide 2© Associate Professor Dr. Jamil Bojei, 2014
WHY WE NEED MARKETINGRESEARCH?
Marketing Research &MIS
Slide 3© Associate Professor Dr. Jamil Bojei, 2014
INFORMATION IS POWER
No Information – Weakness/Vulnerability
Lack of objectives & Direction
Faulty Plans and Strategies
Poor Defense & Low Entry Barriers
Marketing Research &MIS
Slide 4© Associate Professor Dr. Jamil Bojei, 2014
INFORMATION IS POWER
Information merely provides the environmentfor reducing/eliminating weaknesses BUT
does not automatically provide acompetitive edge,
HENCE,
Marketing Research &MIS
Slide 5© Associate Professor Dr. Jamil Bojei, 2014
…”STRATEGIC USE OFINFORMATION IS REAL POWER
• Use the right information
Concise rather than voluminous information
Reliable/verified information rather thaninformation from unknown/questionablesources
Objective information than opinions andhearsay
Relevant rather than impressive information
Actionable rather than interesting information
Marketing Research &MIS
Slide 6© Associate Professor Dr. Jamil Bojei, 2014
ROLES OF MARKETINGRESEARCH
Marketing Research &MIS
Slide 7© Associate Professor Dr. Jamil Bojei, 2014
UncontrollableEnvironmental
Factors• Economy• Technology• Competition• Laws and
Regulation• Social and Cultural
Factors• Political Factors
AssessingInformation
Needs
Customer Groups• Consumers• Employees• Channel Members• Suppliers
MarketingResearch
Marketing Managers•Market Segmentation •Marketing Programs•Target Market Selection •Performance and Control
ControllableMarketingVariables
• Product• Pricing• Promotion• Distribution
MarketingDecisionMaking
ProvidingInformation
The Role of Marketing Research in Marketing Decision Making
Marketing Research &MIS
Slide 8© Associate Professor Dr. Jamil Bojei, 2014
ROLES OF MARKETINGRESEARCH
“The role of a marketing research mustinclude consulting skills, technicalproficiency, and sound management. Thefocus of the role is to provide information toidentify marketing problem and solutions insuch a way that action can be taken.”
Ron Tatham, Chairman, Burke, Inc.
Marketing Research &MIS
Slide 9© Associate Professor Dr. Jamil Bojei, 2014
The Role of Marketing ResearchMarketing Research
A Formal Communication Link with the Environment
Provide Accurate and Useful Information
Better Decision Making
a) Planningb) Problem-solvingc) Control
a) Specifying
b) Collecting
c) Analyzing
d) Interpreting
For
Marketing Research &MIS
Slide 10© Associate Professor Dr. Jamil Bojei, 2014
Kinds of Questions MarketingResearch Can Help Answer
I Planning
A. What kinds of people buy our product?
Where do they live?
How much do they earn?
How many of them are there?
B. Is the market for our product increasing ordecreasing?
Are there promising markets that we have not yetreached?
C Are there markets for our product in other countries?
Marketing Research &MIS
Slide 11© Associate Professor Dr. Jamil Bojei, 2014
Kinds of Questions MarketingResearch Can Help Answer
II ProblemSolving
A. Product
B. Price
C. Channels ofDistribution
D. Communication
• Which, of various productdesigns, is likely to be thesuccessful?
• What kind of packagingshould we use our product?
Marketing Research &MIS
Slide 12© Associate Professor Dr. Jamil Bojei, 2014
Kinds of Questions MarketingResearch Can Help Answer
II ProblemSolving
A. Product
B. Price
C. Channels ofDistribution
D. Communication
• What price should we chargefor our new product?
• As product costs decline,should we lower our prices ortry to develop a higherquality product?
Marketing Research &MIS
Slide 13© Associate Professor Dr. Jamil Bojei, 2014
Kinds of Questions MarketingResearch Can Help Answer
II ProblemSolving
A. Product
B. Price
C. Channels ofDistribution
D. Communication
• Where, and by whom shouldour product be sold?
• What kinds of incentivesshould we offer to inducedealers to push our product?
Marketing Research &MIS
Slide 14© Associate Professor Dr. Jamil Bojei, 2014
Kinds of Questions MarketingResearch Can Help Answer
II Problem Solving
A. Product
B. Price
C. Channels ofDistribution
D. Communication
• How effective is our advertising?Are the right people seeing it?How does it compare with thecompetition’s advertising?
• What kinds of sales promotionaldevices-coupons, contests,rebates, and so forth-should weemploy?
• What combination of media-newspaper, radio, television,magazines-should we use?
Marketing Research &MIS
Slide 15© Associate Professor Dr. Jamil Bojei, 2014
III Control
A. What is our overall market share? In eachgeographic area? By each customer type?
B. Are customers satisfied with our product? Howis our record for service? Are there manyreturns?
C. How does the public perceive our company?What is our reputation with dealers?
Kinds of Questions MarketingResearch Can Help Answer
Marketing Research &MIS
Slide 16© Associate Professor Dr. Jamil Bojei, 2014
ProblemIdentification
Research
•Market Potential Research•Market Share Research•Image Research•Market CharacteristicsResearch•Forecasting Research•Business Trends Research
MarketingResearch
A Classification of Marketing Research
ProblemSolving
Research
•Segmentation Research
•Product Research
•Pricing Research
•Promotion Research
•Distribution Research
Marketing Research &MIS
Slide 17© Associate Professor Dr. Jamil Bojei, 2014
PROBLEM IDENTIFICATION VSPROBLEM SOLVING RESEARCH
• Problem identification
Research that is undertaken to help identifyproblems that are not necessary apparent on thesurface and yet exist or are likely to arise in thefuture.
• Problem solving research
Research undertaken to help solve specificmarketing problems.
Marketing Research &MIS
Slide 18© Associate Professor Dr. Jamil Bojei, 2014
Marketing Research Industry: Supplier and Services
ResearchSuppliers
Internal
Limited Service
Full Service
External
Other ServicesField ServicesCustomizedServices
SyndicatedServices Internet
Services
Marketing Research &MIS
Slide 19© Associate Professor Dr. Jamil Bojei, 2014
Marketing Research Suppliers & Services
• Internal suppliers
• External suppliers
Full-service suppliers
• Syndicated services
• Standardized services
• Customized services
• Internet services
Limited-service suppliers
• Field services
• Coding and data entry services
• Analytical services
• Data analysis services
• Branded marketing research products
Marketing Research &MIS
Slide 20© Associate Professor Dr. Jamil Bojei, 2014
Selected Marketing Research Career Descriptions
Vice President of MarketingResearch
• Part of company’s top
management team
• Directs company’s entire market
research operation
• Sets the goals & objectives of the
marketing research department
Research Director
• Also part of senior
management
• Heads the development
and execution of all
research projects
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members
Senior Project Manager• Responsible for design, implementation, &research projects
Marketing Research &MIS
Slide 21© Associate Professor Dr. Jamil Bojei, 2014
Analyst• Handles details in execution of
project• Designs & pretests questionnaires• Conducts preliminary analysis of
data
Junior Analyst• Secondary data analysis• Edits and codes questionnaires• Conducts preliminary analysis of data
Fieldwork Director• Handles selection, training,supervision, and evaluation ofinterviewers and field workers
Senior Analyst• Participates in the development of projects• Carries out execution of assigned projects• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection• Prepares final report
Statistician/Data Processing• Serves as expert on theory and
application on statistical techniques• Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions
Marketing Research &MIS
Slide 22© Associate Professor Dr. Jamil Bojei, 2014
Criteria for Selecting a Research Supplier What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the
supplier have? Has the firm had experience withprojects similar to this one?
Do the supplier's personnel have both technical andnon-technical expertise?
Can they communicate well with the client? Competitive bids should be obtained and compared on
the basis of quality as well as price.
Marketing Research &MIS
Slide 23© Associate Professor Dr. Jamil Bojei, 2014
THE MARKETINGINFORMATION SYSTEM
• MIS consists of people, equipment, andprocedures to gather,sort, analyze, evaluate, anddistribute needed, timely and accurate informationto marketing decision makers.
• The MIS helps managers to:
Assess information needs
Develop needed information
Distribute information
Marketing Research &MIS
Slide 24© Associate Professor Dr. Jamil Bojei, 2014
THE MARKETINGINFORMATION SYSTEM
Marketing Research &MIS
Slide 25© Associate Professor Dr. Jamil Bojei, 2014
Marketing Research &MIS
Slide 26© Associate Professor Dr. Jamil Bojei, 2014
Marketing Information System
• Internal records system
Marketing managers rely on internal reports onorders, sales, prices, cost, inventory levels,receivables, payables, and so on. By analyzingthis information, they can spot importantopportunities and problems.
Marketing Research &MIS
Slide 27© Associate Professor Dr. Jamil Bojei, 2014
Marketing Information System
• Marketing intelligence system is a set of procedures and sources used by
managers to obtain everyday information aboutdevelopment in the marketing environment.
Marketing managers collect marketingintelligence by reading books, newspapers, andtrade publications; talking to customers,suppliers, and distributors; and meeting withother company managers.
Marketing Research &MIS
Slide 28© Associate Professor Dr. Jamil Bojei, 2014
Marketing Information System• Marketing decision support system
Is defined as collected data that may be assessed andanalyzed using tools and techniques that assistsmanager in decision making.
Once companies collect large amount of information,they store this information in huge databases that, whenassessed with decision-making tools and techniques(such as break-even analysis, regressions models, andlinear programming), allow companies to ask “what-if”questions. Answers to these questions are thenimmediately available for decision making.
Marketing Research &MIS
Slide 29© Associate Professor Dr. Jamil Bojei, 2014
Marketing Information System• Marketing Research system
Marketing managers often commission marketingstudies of specific problems and opportunities. Theymay request a market survey, a product-preference test,a sales forecast by region, or an advertising evaluation.It. it is the job of the marketing researcher to producecustomer insight into the problem.
We define marketing research as the systematic design,collection, analysis, and reporting of data and findingsrelevant to a specific marketing situation facing thecompany.
Marketing Research &MIS
Slide 30© Associate Professor Dr. Jamil Bojei, 2014
Expert Systems
InternalBilling,
Production,and OtherRecords
DecisionSupportSystems
MarketingInformation
Systems
The Development of MIS and DSS
=ExternalMarket
Information+
Marketing Research &MIS
Slide 31© Associate Professor Dr. Jamil Bojei, 2014
MIS
• Structured problems
• Use of reports
• Informationdisplaying restricted
• Can improvedecision making byclarifying new data
Marketing Information Systems (MIS)vs.
Decision Support Systems (DSS)
DSS
• Unstructured problems
• Use of models
• Adaptability
• Can improve decisionmaking by using “whatif” analysis
Marketing Research &MIS
Slide 32© Associate Professor Dr. Jamil Bojei, 2014
Stakeholders in Marketing Research:
An Ethical Perspective
Client
MarketingResearcher
Public
Respondents