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MARKETING RESEARCHES & MARKETING INFORMATION SYSTEMS (MARKETING…
MARKETING RESEARCHES
&
MARKETING INFORMATION SYSTEMS
MARKETING INFORMATION SYSTEMS
Main steps
Developing information
Develop and collect data
Techniques of collecting data
Observational research, Survey research, Focus group interview, personal contact
method, sampling research, questionnaires, etc.
Distributing and using information
Marketing Intelligence
information about developments in the marketing environment
Marketing Research
The Systematic design, collection, analysis and reporting
Internal Records
sales, costs, cash flows, production schedules, shipments, inventories, competitor activities, customer demographics, psychographics, buying behavior, customer satisfaction, service problems
Assessing information needs
serves the company’s employees.
should know why the marketing Information is necessary
Advantages
A broad perspective
The storage of important data
Organized data collection
Speed in obtaining sufficient information to make decisions
Coordinated marketing plans
Data amassed and kept over several time periods
An avoidance of crises
The ability to do a cost-benefit analysis
Definition
"people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers".
is a set of procedures and methods designed to generate, analyse, disseminate, and store anticipated marketing decision information
MARKETING RESEARCHES
Technical Pitfalls
Designing the questionnaire
Sample size is small
Poor definition of problem
Data collection inadequate
When to conduct
If it is important to gather data
if the decision has strategic or tactical importance
If time is sufficient
Does the information value exceed the research cost
Process
(2) Design the Research Plan
• Select research technique- observation, survey, experiment
• Select research instruments – mechanical devices, questionnaires
• Design the sampling plan – target population, sample size, sampling method
• Selection of contact method – personal, telephone, postal, Internet
• Types of data required – primary or secondary data
• Plan to achieve the objectives developed
(4) Data Analysis and Interpretation
(1) Define the Problem and Set Objectives
Decide what is the problem that
you're trying to figure out
Foundation for the rest of your
marketing research.
Establish your research objectives.
Set Objectives
(3) Collection of data
Primary
Secondary
(5) Presentation of Research Findings
When not to conduct
Late timing re-process
Closed mind-set
Poor timing remarketplace
Research results not actionable
Vague objectives
Lack of resources
Cost outweighs benefit
Types
By Methodology
By Objectives
Descriptive
Casual
Exploratory
By Source
Secondary
Primary
Advantages
• Helps to establish trends
• Helps to establish the market positioning
• Helps to plan ahead
• Can determine the most persuasive ‘promise’
• Uncovers and identifies potential problems
• Helps to minimize risks
• Measures the organization reputation
• To make right decisions
• Helps to identify opportunities in the marketplace
• To monitor changing values and behavior of customers
• Can evaluate the progress of the company
• To identify the environmental changes and adapt to it
• Guides your communication with current and potential customers
Definitions
The systematic gathering,recording and analysts of data regarding problems about marketing.
finds information about marketing mix, customers, competitors
to satisfy the needs.