Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

Marketing Information

04

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Internal Company Data

Acquired Databases

Marketing Intelligence

Marketing Research

MIS

Computer Hardware and Software

DATA TYPES


Information for Marketing Decisions

Internal Data


MarketingIntelligence



Marketing Research


AcquiredAcquired Data

Marketing Manager

MDSS

Statistical/Modeling Software

MIS Data

Information Needed for Decision Making

MARKETING DECISION SUPPORT SYSTEM


Interactive Software

Data MiningData Mining


Define problem/objectives

MARKETING RESEARCH PROCESS

Determine research design

Choose data collection method

Design the sample

Collect the data

Analyze data

Prepare report Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

1: Define Research Problem


2: Determine Research Design


Research Designs

SECONDARY PRIMARY

Exploratory

Descriptive

Causal


Internal

External

Data Sources

SecondaryData

SecondaryData

Already on-hand

Easy and cheap

Collected for a different purpose

Risks of beinginaccurate, old,irrelevant


Collected for new research

plan

Tailored to new problem

Costly Takes time

PrimaryData

PrimaryData


Data Sources

EXPLORATORY DESCRIPTIVE CAUSAL

Research Options


EXPLORATORY CAUSALDESCRIPTIVE


Research Options

Interviews/Focus GroupsCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Exploratory

Ethnography


DESCRIPTIVE CAUSALEXPLORATORY


Research Options

CAUSALEXPLORATORY DESCRIPTIVE


Research Options

3: Research Method


Survey


Mail Surveys



Phone Surveys


Face to Face Interviews


Online Research

Observation


Simple random

Stratified random

Probability Sample


Convenience

Quota


Non-Probability Sample

5: Collect Data


6: Analyze Data



7: Prepare Report

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

Documents

Transcript of Marketing Information 04 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.