Lecture 8,9 of essentials of Marketing

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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?

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