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
Systems and Marketing Research
Canadian Adaptation prepared by Don Hill, Langara College
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
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
Explain the concept and purpose of a marketing 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.
AccessibleDSS System Characteristics
The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
Define marketing research and explain its importance to
marketing decision making
The process of planning, collecting, and analyzing data relevant to a marketing decision.
PredictiveRoles of Marketing Research
Describe the steps involved in conducting a marketing research project
Determining what information is needed and how that information can be
obtained efficiently and effectively.
The specific information needed
to solve a marketing research problem;
the objective should provide insightful decision-making information.
A broad-based problem that
requires marketing research in order
for managers to take proper actions.Marketing Research
Data previously collected for any purpose other than the one at hand.
Trade and Industry Associations
Marketing Research Firms
News MediaSources of Secondary Data
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
Which research questions must be answered?
How and whenwill data be gathered?
How willthe databe analyzed?Planning the Research Design
Information collected for the first time. Can be used for solving the particular problem under investigation.
Disadvantages are usually offset by the advantages of primary data!
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Mall Intercept Interviews
Focus GroupsForms of Survey Research
Mall Intercept Interview
Survey research method that involves interviewing people in the common areas of shopping malls.
A type of survey that involves interviewing business people at their offices concerning industrial products or services.
Seven to ten people who participate in a group discussion led by a moderator.
An interview question that encourages an answer phrased in respondent’s own words.
An interview question that asks
the respondent to make a selection from a limited list of responses.
A closed-ended question
designed to measure the intensity
of a respondent’s answer.Questionnaire Design
Qualities of Good Questionnaires
Clear and Concise
No Ambiguous Language
Reasonable TerminologyQuestionnaire Design
A research method that relies on three types of observation:
People Watching People
People Watching an Activity
Passive People MeterObservation Research
A subset from a large population.
The population from which
a sample will be drawn.Sampling Procedure
A sample in which every element in
the population has a known statistical likelihood of being selected.
A sample arranged so that every element of the population has an equal chance of being selected.Probability Samples
Any sample in which little or
no attempt is made to get a representative cross-section
of the population.
A form of nonprobability sample
using respondents who are
convenient or readily
accessible to the researcher.Nonprobability Samples
Non-Probability SamplesSampling Procedure
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.
Error when a sample drawn from a
population differs from the
Error because the selected sample is
an imperfect representation of
the overall population.
ErrorTypes of Errors
Field Service Firm
A firm that specializes in interviewing respondents on a subcontracted basis.
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.
Discuss the profound impact of the Internet on marketing research
Contact with the
hard-to-reachAdvantages of Internet Surveys
Conduct focus groups
Other marketing researchUses of the Internet by Marketing Researchers
A survey in which anyone with
a computer and modem can fill out
An Internet sample with quotas based on desired sample characteristics.
A sample in which respondents
are prerecruited and must
qualify to participate.Internet Samples
Real-time online focus groups
Time-extended online focus groups
proposals (RFPs) and proposals
Collaboration between client and research supplier
Data management and
Publication and distribution
Viewing of presentations of
marketing research surveysOther Uses of the Internet byMarketing Researchers
Discuss the growing importance of 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.
Explain the concept of competitive intelligence
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
Government AgenciesSources of Competitive Intelligence
Helps companies respond to competitive threats
Helps reduce unnecessary costsCompetitive Intelligence