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CHAPTER EIGHT

CHAPTER EIGHT. DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH. Prepared by Jack Gifford Miami University (Ohio ). MARKETING DECISION SUPPORT SYSTEMS. Accurate and timely information is the lifeblood of marketing decision making.

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CHAPTER EIGHT

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  1. CHAPTER EIGHT DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH Prepared by Jack Gifford Miami University (Ohio) 2000 South-Western College Publishing

  2. MARKETING DECISION SUPPORT SYSTEMS • Accurate and timely information is the lifeblood of marketing decision making. • Good information can help maximize an organization’s sales and efficiently use scarce company resources 2000 South-Western College Publishing

  3. DECISION SUPPORT SYSTEM (DSS) • A marketing DSS is an interactive, flexible computerized information systems that enables managers to obtain and manipulate information as they are making decisions • Interactive • Flexible • Discovery-oriented • Accessible From data to information, knowledge and wisdom 2000 South-Western College Publishing

  4. The fastest-growing use of DSS is for database marketing The creation of large data files related to specific existing or potential customers These relational data bases can be combined with other internal or external data sources to allow data mining from data warehouses DATA-BASED MARKETING 2000 South-Western College Publishing

  5. THE ROLE OF MARKETING RESEARCH • Any discussion of the importance of information to the marketer must include a discussion of marketing research. • Marketing research allows managers to make decisions based on objective, systematically gathered data rather than on intuition. • Marketing research is the process of planning, collecting and analyzing data relevant to a marketing decision 2000 South-Western College Publishing

  6. THE THREE ROLES OF MARKETING RESEARCH DESCRIPTIVE DIAGNOSTIC PRESCRIPTIVE 2000 South-Western College Publishing

  7. DIFFERENCES BETWEEN MARKETING RESEARCH AND DECISION SUPPORT SYSTEMS MARKETING RESEARCH DECISION SUPPORT SYSTEM MR is part of a DSS Problem-oriented Continuously channels information about environmental changes into the organization 2000 South-Western College Publishing

  8. MANAGEMENT USES OF MARKETING RESEARCH • Improving the quality of decision-making • Tracing problems • Keeping existing customers • Understanding the ever-changing marketplace 2000 South-Western College Publishing

  9. WHAT IS GOOD MARKETING RESEARCH • What is marketing research? • Systematic and objective process • Generation of new information • For use in making marketing decisions UNBIASED RELEVANT RELIABLE VALID 2000 South-Western College Publishing

  10. MARKETING RESEARCH STAGES IN THE RESEARCH PROCESS Planning Research Design Selecting a Sample Problem/ Opportunity Identification Analyzing Data Collecting Data Conclusions and Report Following Up /Feedback 2000 South-Western College Publishing

  11. THE RESEARCH PROCESS: STEP ONEProblem/Opportunity Identification and Formulation • Usually occur due to internal or external changes in a companies environment • Problems are often carefully disguised opportunities • The marketing research problem is information-oriented • The marketing research objective is to provide insightful decision-making information 2000 South-Western College Publishing

  12. THE RESEARCH PROCESS: STEP ONEProblem/Opportunity Identification and Formulation • A valuable resource throughout the research process, but particularly in the problem/opportunity identification stage is secondary data • Secondary data are data previously collected for any purpose other than the one at hand. • Secondary data saves time and money • Help formulate problem statement 2000 South-Western College Publishing

  13. TRADITIONAL SOURCES OF SECONDARY DATA • Internal company information • Market research firms • Trade associations • Commercial publications • National research bureaus, professional associations, foundations • Government 2000 South-Western College Publishing

  14. THE NEW AGE OF SECONDARY INFORMATION - THE INTERNET AND WORLD WIDE WEB • Browsers • World Wide Web • Search engines • Newsgroups • Bulletin boards • Smart agents • Databases on CD-ROMs 2000 South-Western College Publishing

  15. THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data • Research design • Which research questions must be answered? • How and when the data will be gathered? • How the data will be analyzed? • Primary data: information collected for the first time • Expensive and time consuming 2000 South-Western College Publishing

  16. Primary Data Survey research Telephone interviews Central-location phone In-bound telephone surveys Computer disk by mail survey Computer assisted... Personal-interviewing Self-interviewing Mall intercept interview In-home interview THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data 2000 South-Western College Publishing

  17. THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data • Advantages • Speed & low cost • Creation of panels for efficiency • Good for asking only a few questions • Reach large numbers of people • Graphic & audio capabilities • Disadvantages • Non-representativeness • Security issues • Unrestricted sampling • Screened vs recruited samples • Primary Data • Survey research (continued) • Internet surveys 2000 South-Western College Publishing

  18. THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data • Advantages • Speed • Cost effectiveness • Broad geographic scope • Accessibility • Screen names (anonymity) • Disadvantages • Non-representativeness • Group dynamics may not work • Unable to observe & hear participants • Primary Data • Survey research (continued) • Cyber focus groups 2000 South-Western College Publishing

  19. Questionnaire design Open-ended questions Closed-ended questions Scaled response questions THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data Do you eat bagels at least once a week? Describe what you like about bagels. On a scale of 1 to 10, how would you rate the bagel you just ate? 2000 South-Western College Publishing

  20. Observation research Mystery shoppers One-way mirror observations Traffic counters Passive people meters Experiments Marketplace / Field Laboratory THE RESEARCH PROCESS: STEP TWOResearch Design and Gathering Primary Data 2000 South-Western College Publishing

  21. THE RESEARCH PROCESS: STEP THREESelecting a Sample • What is a sample? • What is a census? • Who should be sampled? • Size of sample? • How is sample selected? • Probability or non probability sampling method? • Measurement error? 2000 South-Western College Publishing

  22. THE RESEARCH PROCESS: STEPS FOUR AND FIVECollecting and Analyzing Data • Stage Four: Collecting Data • Minimize errors • The pretest • Use of field service firms • Stage Five: Analyzing the Data • Editing ---> Coding • Statistical and qualitative analysis • Cross-tabulation 2000 South-Western College Publishing

  23. THE RESEARCH PROCESS: STEP SIXPreparing and Presenting the Report • Stage Six: Drawing conclusions and Preparing the Report • Written and oral • Executive summary • Presentation quality • Did it… • Meet the objectives established in the proposal? • Was the correct methodology followed? • Are the conclusions and recommendations logical Chapter 9 2000 South-Western College Publishing

  24. THE RESEARCH PROCESS: STEP SEVENFollowing up and feedback • Were the recommendations followed? Why or why not? • Did the research finding suggest additional areas to explore? • Were there weaknesses in the research that can be avoided next time? Chapter 9 2000 South-Western College Publishing

  25. WHEN SHOULD MARKETING RESEARCH BE CONDUCTED? • Value of research information exceeds the cost of generating the information • When time permits conducting quality research • Where there is a high level of uncertainty 2000 South-Western College Publishing

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