3 market research.ppt

MARKETING RESEARCH AND INFORMATION SYSTEMS The Marketing Information Systems The Marketing Research Process Other Marketing Research Considerations Techniques, methods and approach used in MR The Marketing Information Systems(1) Marketing information system (MIS): People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Assessing Information Needs Developing Information Distributing Information The Marketing Information Systems(2) Developing information Internal records Internal records information: Information gathered from sources within the company to evaluate marketing performance and detect marketing problems and opportunities. Marketing intelligence Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans. Marketing research Information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process Information analysis Defining the Problem and Research Objectives ★Exploratory research: Marketing research to gather preliminary information that will help to better define problems and suggest hypotheses for their solutions. ★Descriptive research: Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of potential consumers. ★Causal research: Marketing research to test hypotheses about cause-and-effect relationships. Developing the Research Plan ◆Determining specific information needs ◆ Gathering secondary information -Secondary data: Information that already exists somewhere, having been collected for another purpose. -Primary data: Information collected for the specific purpose at hand. ◆ Planning primary data co