logging in or signing up Lecture 8,9 of essentials of Marketing kanwalgurleen Download Post to : URL : Related Presentations : Let's Connect Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 1529 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: September 15, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript 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? You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.