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Marketing Research and Information Systems: Resources

The document discusses marketing research and information systems. It describes a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market information to decision makers. The marketing research process involves defining problems and objectives, developing a research plan including secondary and primary data collection, implementing the plan by collecting and analyzing data, and interpreting and reporting findings. Primary data involves direct collection through surveys, experiments, or observations while secondary data comes from existing sources. The document outlines factors to consider in research such as sampling, contact methods, and addressing problems and biases.

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32 views16 pages

Marketing Research and Information Systems: Resources

The document discusses marketing research and information systems. It describes a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market information to decision makers. The marketing research process involves defining problems and objectives, developing a research plan including secondary and primary data collection, implementing the plan by collecting and analyzing data, and interpreting and reporting findings. Primary data involves direct collection through surveys, experiments, or observations while secondary data comes from existing sources. The document outlines factors to consider in research such as sampling, contact methods, and addressing problems and biases.

Uploaded by

puneetbd
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Marketing Research and

Information Systems
Resources:
Marketing an Introduction / Gary Armstrong, Philip
Kotler

The importance of
Information

The Marketing Information System


A marketing information system (MIS)
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely
and accurate information to marketing
decision makers.

The Marketing Information System

The Marketing Research Process

Defining the
problem and
research
objectives

Developing the
research plan
for collecting
information

Implementing the
research plan
collecting and
analyzing the data

Interpreting and
reporting
the findings

Defining the Problem and Research


objectives
Exploratory
Exploratory
Research
Research

Gathers
Gatherspreliminary
preliminaryinformation
information
that
will
help
define
the
that will help define theproblem
problem
and
suggest
hypotheses.
and suggest hypotheses.

Descriptive
Descriptive
Research
Research

Describes
Describesthings
thingsas
asmarket
market
potential
for
a
product
potential for a productororthe
the
demographics
and
consumers
demographics and consumers
attitudes.
attitudes.

Causal
Causal
Research
Research

Test
Testhypotheses
hypothesesabout
aboutcausecauseand-effect
relationships.
and-effect relationships.

Developing the Research Plan


Research plan development follows
these steps:
Determining Specific Information
Needs
Gathering Secondary information
Planning Primary Data Collection

Gathering Secondary information


Secondary data consist of information that already exists
somewhere, having been collected for another purpose.

Internal sources
Government publications
Periodicals and books
Commercial data
International data

Gathering Secondary information


The researcher must evaluate secondary
information carefully to make certain that it is
relevant - fits research project needs
accurate - reliably collected and reported)
current - up-to-date enough for current
decisions
impartial objectively collected and
reported

Planning Primary Data Collection


Primary data consist of information
collected for the specific purpose at
hand.
Research
Approach

Contact
Methods

Sampling
Plan

Research
Instruments

Observation

Mail

Sampling unit

Questionnaire

Survey

Telephone

Sample size

Experiment

Personal, PC

Mechanical
Instruments

Research Approaches
Observational Research

Survey Research

Gathering data by observing


people, actions and situations
(Exploratory)

Asking individuals about


attitudes, preferences or
buying behaviors
(Descriptive)

Experimental Research
Using groups of
people to determine
cause-and-effect
relationships
(Causal)

Strengths and Weaknesses of


Contact Methods
Mail

Telephone

Personal

Computer

Flexibility

Poor

Good

Excellent

Good

Quantity of data that can be


collected

Good

Fair

Excellent

Good

Control of interviewer effect

Excellent

Fair

Poor

Excellent

Control of sample

Fair

Excellent

Fair

Fair

Speed of data collection

Poor

Excellent

Good

Fair

Response rate

Fair

Good

Good

Fair

Cost

Good

Fair

Poor

Fair

Sampling Plans
A sample is a segment of the population selected to represent the population as a
whole.
Sampling unit who is to be surveyed
Sample size how many people should be surveyed
Sampling procedure how should the people in the sample be chosen

Implementing the Research Plans

Collecting
the Data
Processing
the Data
Analyzing
the Data

Interpreting and Reporting the


Findings
Step 1. Interpret
the Findings
Step 2. Draw
Conclusions
Step 3. Report to
Management

Research Problem Areas

Making assumptions
Lack of Qualitative information
Failing to look at segments within a sample
Using biased questions in surveys

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