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7. Decision Support. Systems and Marketing Research. Canadian Adaptation prepared by Don Hill, Langara College. Learning Objectives. 1.Explain the concept and purpose of a marketing decision support system 2. Define marketing research and explain its importance to marketing decision making

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Decision support

7

Decision Support

Systems and Marketing Research

Canadian Adaptation prepared by Don Hill, Langara College


Learning objectives

Learning Objectives

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 project


Learning objectives continued

Learning Objectives (continued)

4. Discuss the profound impact of the Internet on marketing research

5. Discuss the growing importance of scanner-based research

6. Explain the concept of competitive intelligence


Learning objective

Learning Objective

Explain the concept and purpose of a marketing decision support system

1

Online

http://www.ipsos.ca/reid

1


Decision support system

Decision Support System

Decision Support System

An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

DSS

1


Dss system characteristics

Interactive

Flexible

Discovery-Oriented

Accessible

DSS System Characteristics

1


Database marketing

Database Marketing

Database Marketing

The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.

1


Learning objective1

Learning Objective

Define marketing research and explain its importance to

marketing decision making

2

2


Marketing research

Marketing Research

Marketing Research

The process of planning, collecting, and analyzing data relevant to a marketing decision.

2


Roles of marketing research

  • Gathering and presenting factual statements

Descriptive

Diagnostic

  • Explaining data

  • Attempting to estimate the results of a planned marketing decision

Predictive

Roles of Marketing Research

2


Management uses of marketing research

Management Uses of Marketing Research

  • Improve the quality of decision making

  • Trace problems

  • Focus on keeping existing customers

  • Understand the ever-changing marketplace

Online

www.royalcaribbean.com

2


Learning objective2

Learning Objective

Describe the steps involved in conducting a marketing research project

3

3


The marketing research process

The Marketing Research Process

3


Marketing research1

Marketing

Research

Problem

Determining what information is needed and how that information can be

obtained efficiently and effectively.

Marketing

Research

Objective

The specific information needed

to solve a marketing research problem;

the objective should provide insightful decision-making information.

Management

Decision

Problem

A broad-based problem that

requires marketing research in order

for managers to take proper actions.

Marketing Research

3


Secondary data

Secondary Data

Secondary Data

Data previously collected for any purpose other than the one at hand.

Online

www.statcan.ca

3


Sources of secondary data

Internal Corporate Information

Government Agencies

Trade and Industry Associations

Marketing Research Firms

Commercial Publications

News Media

Sources of Secondary Data

3


Advantages of secondary data

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

3


Disadvantages of secondary data

Disadvantages of Secondary Data

  • May not give adequate detailed information

  • May not be on target with the research problem

  • Quality and accuracy of data may pose a problem

3


The new age of secondary information the internet

The New Age of Secondary Information: The Internet

  • Search engines

  • Directories

  • Special interest groups

  • Internet discussion groups

3


Research design

Research Design

Research Design

Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.

3


Planning the research design

Which research questions must be answered?

How and whenwill data be gathered?

?

How willthe databe analyzed?

Planning the Research Design

3


Primary data

Primary Data

Primary Data

Information collected for the first time. Can be used for solving the particular problem under investigation.

3


Advantages of primary data

Advantages of Primary Data

  • Answers a specific research question

  • Data is current

  • Source of data is known

  • Secrecy can be maintained

3


Disadvantages of primary data

Disadvantages of Primary Data

  • Expensive

  • “Piggybacking” may confuse respondents

  • Quality declines if interviews are lengthy

  • Reluctance to participate in lengthy interviews

Disadvantages are usually offset by the advantages of primary data!

3


Survey research

Survey Research

Survey Research

The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.

3


Forms of survey research

In-Home Interviews

Mail Surveys

Mall Intercept Interviews

Executive Interviews

Telephone Interviews

Focus Groups

Forms of Survey Research

3


Mall intercept interview

Mall Intercept Interview

Mall Intercept Interview

Survey research method that involves interviewing people in the common areas of shopping malls.

3


Executive interviews

Executive Interviews

Executive Interviews

A type of survey that involves interviewing business people at their offices concerning industrial products or services.

3


Focus group

Focus Group

Focus Group

Seven to ten people who participate in a group discussion led by a moderator.

3


Questionnaire design

Open-Ended

Question

An interview question that encourages an answer phrased in respondent’s own words.

Closed-Ended

Question

An interview question that asks

the respondent to make a selection from a limited list of responses.

Scaled-Response

Question

A closed-ended question

designed to measure the intensity

of a respondent’s answer.

Questionnaire Design

3


Types of questions in questionnaire design

Types of Questions in Questionnaire Design

3


Questionnaire design1

Qualities of Good Questionnaires

Clear and Concise

No Ambiguous Language

Unbiased

Reasonable Terminology

Questionnaire Design

Online

www.createsurvey.com

3


Observation research

Observation Research

Observation Research

A research method that relies on three types of observation:

  • people watching people

  • people watching an activity

  • machines watching people

Online

http://www.bmiltd.com

3


Observational situations

Observational Situations

3


Observation research1

People Watching People

Mystery Shoppers

One-Way Mirrors

Types ofObservationResearch

People Watching an Activity

Audits

Machines WatchingPeople

Traffic Counters

Passive People Meter

Observation Research

3


Sampling procedure

Sample

A subset from a large population.

Universe

The population from which

a sample will be drawn.

Sampling Procedure

3


Probability samples

Probability

Sample

A sample in which every element in

the population has a known statistical likelihood of being selected.

Random

Sample

A sample arranged so that every element of the population has an equal chance of being selected.

Probability Samples

3


Nonprobability samples

Nonprobability

Sample

Any sample in which little or

no attempt is made to get a representative cross-section

of the population.

Convenience

Sample

A form of nonprobability sample

using respondents who are

convenient or readily

accessible to the researcher.

Nonprobability Samples

3


Sampling procedure1

Sample

Universe

Probability Samples

Non-Probability Samples

Sampling Procedure

3


Types of errors

Measurement

Error

Error when there is a difference

between the information desired and the information provided by research

Error when a sample somehow does not represent the target population.

Sampling

Error

Error when a sample drawn from a

population differs from the

target population.

Frame

Error

Error because the selected sample is

an imperfect representation of

the overall population.

Random

Error

Types of Errors

3


Field service firm

Field Service Firm

Field Service Firm

A firm that specializes in interviewing respondents on a subcontracted basis.

3


Field service firms

Field Service Firms

Provide:

  • Focus group facilities

  • Mall intercept locations

  • Test product storage

  • Kitchen facilities

  • Retail audits

3


Cross tabulation

Cross-Tabulation

Cross-Tabulation

A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

3


Preparing and presenting the report

Preparing and Presenting the Report

  • Concise statement of the research objectives

  • Explanation of research design

  • Summary of major findings

  • Conclusion with recommendations

3


Following up

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 to management?

3


Steps in market research

Steps in Market Research

3


Learning objective3

Learning Objective

Discuss the profound impact of the Internet on marketing research

4

4


Impact of the internet

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

4


Internet usage worldwide 2007

Internet Usage Worldwide, 2007

4


Advantages of internet surveys

Rapid development,

Real-time reporting

Reduced costs

Personalized questions

and data

Improved respondent

participation

Contact with the

hard-to-reach

Advantages of Internet Surveys

4


Uses of the internet by marketing researchers

Administer surveys

Conduct focus groups

Other marketing research

Uses of the Internet by Marketing Researchers

4


Internet samples

Unrestricted

Internet

Sample

A survey in which anyone with

a computer and modem can fill out

the questionnaire.

Screened

Internet

Sample

An Internet sample with quotas based on desired sample characteristics.

Recruited

Internet

Sample

A sample in which respondents

are prerecruited and must

qualify to participate.

Internet Samples

4


Process for online focus groups

Process for Online Focus Groups

  • Build a database of respondents via Web site screening questionnaire

  • Identify qualified individuals via e-mail

  • Develop a discussion guide

  • Moderator runs group by typing in questions online for all to see

  • Environment is similar to a chat room

  • Firm captures the complete text of the focus group

Online

http://www.greenfieldon-line.com

4


Types of online focus groups

Types of Online Focus Groups

Real-time online focus groups

Time-extended online focus groups

Online

www.marketingmag.ca

4


Advantages of online focus groups

Advantages of Online Focus Groups

  • Speed

  • Cost-effectiveness

  • Broad geographic scope

  • Accessibility

  • Honesty

4


Other uses of the internet by marketing researchers

Distribution of requests for

proposals (RFPs) and proposals

Collaboration between client and research supplier

Data management and

online analysis

Publication and distribution

of reports

Viewing of presentations of

marketing research surveys

Other Uses of the Internet byMarketing Researchers

4


Learning objective4

Learning Objective

Discuss the growing importance of scanner-based research

5

5


Scanner based research

Scanner-Based Research

Scanner-Based Research

A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

BehaviourScan

InfoScan

5


When should marketing research be conducted

When Should Marketing Research Be Conducted?

  • Where there is a high level of uncertainty

  • When value of research information exceeds the cost of generating the information

5


Learning objective5

Learning Objective

6

Explain the concept of competitive intelligence

6


Competitive intelligence

Competitive Intelligence

Competitive Intelligence

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.

Online

http://www.scip.org

www.mria-arim.ca

6


Sources of competitive intelligence

Patent Filings

Internet

Suppliers

Company Personnel

Periodicals

Experts

Yellow Pages

CI Consultants

Trade Shows

Government Agencies

Sources of Competitive Intelligence

6


Competitive intelligence1

Part of a sound marketing strategy

Helps companies respond to competitive threats

Helps reduce unnecessary costs

Competitive Intelligence

6


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