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Decision Support Systems and Marketing Research

Chapter 8 Version 6e. 2. chapter. Learning Objectives. . 8. . 1.Explain the concept and purpose of a marketing decision support system. 2. Define marketing research and explain its importance to marketing decision making. 3. Describe the steps involved in conducting a marketing research proje

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Decision Support Systems and Marketing Research

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    1. Chapter 8 Version 6e 1 Decision Support Systems and Marketing Research

    2. Chapter 8 Version 6e 2 Learning Objectives

    3. Chapter 8 Version 6e 3 Learning Objectives (continued)

    4. Chapter 8 Version 6e 4 Learning Objective

    5. Chapter 8 Version 6e 5 Decision Support System

    6. Chapter 8 Version 6e 6 DSS System Characteristics

    7. Chapter 8 Version 6e 7 Database Marketing

    8. Chapter 8 Version 6e 8 Learning Objective

    9. Chapter 8 Version 6e 9 Marketing Research

    10. Chapter 8 Version 6e 10 Roles of Marketing Research

    11. Chapter 8 Version 6e 11 Roles of Marketing Research

    12. Chapter 8 Version 6e 12 Management Uses of Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing problems Understand the ever-changing marketplace

    13. Chapter 8 Version 6e 13 Learning Objective

    14. Chapter 8 Version 6e 14 The Marketing Research Process

    15. Chapter 8 Version 6e 15 Marketing Research

    16. Chapter 8 Version 6e 16 Secondary Data

    17. Chapter 8 Version 6e 17 Sources of Secondary Data

    18. Chapter 8 Version 6e 18 Advantages of Secondary Data Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data

    19. Chapter 8 Version 6e 19 Disadvantages of Secondary Data May not be on target with the research problem Quality and accuracy of data may pose a problem

    20. Chapter 8 Version 6e 20 The New Age of Secondary Information Search Engines and Directories Sites of Interest to Marketing Researchers Discussion Groups Periodical, Newspaper, and Book Databases

    21. Chapter 8 Version 6e 21 Basic Types of Directories Academic and Professional Directories Commercial Portals

    22. Chapter 8 Version 6e 22 Research Design

    23. Chapter 8 Version 6e 23 Planning the Research Design

    24. Chapter 8 Version 6e 24 Primary Data

    25. Chapter 8 Version 6e 25 Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained

    26. Chapter 8 Version 6e 26 Disadvantages of Primary Data Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews

    27. Chapter 8 Version 6e 27 Survey Research

    28. Chapter 8 Version 6e 28 Forms of Survey Research

    29. Chapter 8 Version 6e 29 Mall Intercept Interview

    30. Chapter 8 Version 6e 30 Executive Interviews

    31. Chapter 8 Version 6e 31 Focus Group

    32. Chapter 8 Version 6e 32 Advantages of On-Line Focus Groups Speed Cost-effectiveness Broad geographic scope Accessibility Honesty

    33. Chapter 8 Version 6e 33 Questionnaire Design

    34. Chapter 8 Version 6e 34 Questionnaire Design

    35. Chapter 8 Version 6e 35 Observation Research

    36. Chapter 8 Version 6e 36 Observation Research

    37. Chapter 8 Version 6e 37 Mystery Shoppers

    38. Chapter 8 Version 6e 38 Experiment

    39. Chapter 8 Version 6e 39 Sampling Procedure

    40. Chapter 8 Version 6e 40 Probability Samples

    41. Chapter 8 Version 6e 41 Nonprobability Samples

    42. Chapter 8 Version 6e 42 Sampling Procedure

    43. Chapter 8 Version 6e 43 Types of Samples

    44. Chapter 8 Version 6e 44 Types of Errors

    45. Chapter 8 Version 6e 45 Types of Errors

    46. Chapter 8 Version 6e 46 Field Service Firm

    47. Chapter 8 Version 6e 47 Field Service Firms Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits

    48. Chapter 8 Version 6e 48 Cross-Tabulation

    49. Chapter 8 Version 6e 49 Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations

    50. Chapter 8 Version 6e 50 Following Up Were the recommendations followed? Was sufficient decision-making information included in the report? What could have been done to make the report more useful?

    51. Chapter 8 Version 6e 51 Learning Objective

    52. Chapter 8 Version 6e 52 Impact of the Internet Allows better and faster decision making Improves ability to respond quickly to customer needs and market shifts Makes follow-up studies and research easier Slashes labor-and time-intensive research activities

    53. Chapter 8 Version 6e 53 Advantages of internet Surveys

    54. Chapter 8 Version 6e 54 Internet Samples

    55. Chapter 8 Version 6e 55 Other Uses of the Internet

    56. Chapter 8 Version 6e 56 Learning Objective

    57. Chapter 8 Version 6e 57 Scanner-Based Research

    58. Chapter 8 Version 6e 58 When Should Marketing Research be Conducted?

    59. Chapter 8 Version 6e 59 Learning Objective

    60. Chapter 8 Version 6e 60 Competitive Intelligence

    61. Chapter 8 Version 6e 61 Competitive Intelligence Can help identify a competitor’s advantage Can help determine how the competitor’s advantage was achieved

    62. Chapter 8 Version 6e 62 Advantages of Competitive Intelligence Predict changes in business relationships Guard against threats Forecast a competitor’s strategy Develop a successful marketing plan

    63. Chapter 8 Version 6e 63 Sources of Competitive Intelligence

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