MIS & Marketing Research :1 MIS & Marketing Research Course Instructor: Kanwal Gurleen Lecturer, LSB


Learning Objectives :2 Learning Objectives 1. Understanding MIS and DSS 2. Define marketing research and explain its importance to marketing decision making. 3. Describe the steps involved in conducting a marketing research project.


What is MIS? :3 What is MIS? MIS is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’


The components of a computerised MIS :4 The components of a computerised MIS Model Bank Data Bank Statistical Bank MKIS Display unit Marketing Manager


The components of a computerised MIS :5 The components of a computerised MIS Data bank - raw data e.g historical sales data, secondary data Statistical bank - programmes to carry-out sales forecasts, spending projections A model bank - stores marketing models e.g Ansoff’s matrix, Boston Matrix Display unit - VDU and keyboard


Decision Support System :6 Decision Support System An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. DSS


DSS System Characteristics :7 DSS System Characteristics


Database Marketing :8 Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.


Marketing Research :9 Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision.


Roles of Marketing Research :10 Roles of Marketing Research


Roles of Marketing Research :11 Roles of Marketing Research


Management Uses of Marketing Research :12 Management Uses of Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing problems Understand the ever-changing marketplace


The Marketing Research Process :13 The Marketing Research Process


Marketing Research :14 Marketing Research


Secondary Data :15 Secondary Data Data previously collected for any purpose other than the one at hand.


Sources of Secondary Data :16 Sources of Secondary Data


Advantages of Secondary Data :17 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


Disadvantages of Secondary Data :18 Disadvantages of Secondary Data May not be on target with the research problem Quality and accuracy of data may pose a problem


The New Age of Secondary Information :19 The New Age of Secondary Information The Internet Search Enginesand Directories Sites of Interest toMarketing Researchers Discussion Groups Periodical, Newspaper, and Book Databases


Research Design :20 Research Design Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.


Planning the Research Design :21 Planning the Research Design


Primary Data :22 Primary Data Information collected for the first time. Can be used for solving the particular problem under investigation.


Advantages of Primary Data :23 Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained


Disadvantages of Primary Data :24 Disadvantages of Primary Data Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews Disadvantages are usually offset by the advantages of primary data!


Survey Research :25 Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.


Forms of Survey Research :26 Forms of Survey Research


Mall Intercept Interview :27 Mall Intercept Interview Survey research method that involves interviewing people in the common areas of shopping malls.


Executive Interviews :28 Executive Interviews A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.


Focus Group :29 Focus Group Seven to ten people who participate in a group discussion led by a moderator.


Advantages of On-Line Focus Groups :30 Advantages of On-Line Focus Groups Speed Cost-effectiveness Broad geographic scope Accessibility Honesty


Questionnaire Design :31 Questionnaire Design


Questionnaire Design :32 Questionnaire Design


Observation Research :33 Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people


Observation Research :34 Observation Research Mystery Shoppers One-Way Mirrors Types ofObservationResearch Audits Machines WatchingPeople People Watching People People Watching an Activity Traffic Counters Passive People Meter


Mystery Shoppers :35 Mystery Shoppers Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.


Experiment :36 Experiment A method a researcher uses to gather primary data.


Sampling Procedure :37 Sampling Procedure


Probability Samples :38 Probability Samples


Nonprobability Samples :39 Nonprobability Samples


Sampling Procedure :40 Sampling Procedure Probability Samples Non-Probability Samples


Types of Samples :41 Types of Samples


Types of Errors :42 Types of Errors


Types of Errors :43 Types of Errors


Preparing and Presenting the Report :44 Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations


Following Up :45 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?