Chapter 08

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Slide 1: 

CHAPTER 8 Decision Support Systems and Marketing Research

Learning Outcomes : 

2 Learning Outcomes Explain the concept and purpose of a marketing decision support system Define marketing research and explain its importance to marketing decision making Describe the steps involved in conducting a marketing research project LOI LO2 LO3

Learning Outcomes : 

3 Learning Outcomes Discuss the profound impact of the Internet on marketing research Discuss the growing importance of scanner-based researchExplain the concept of competitive intelligence LO5 LO6 LO4

Marketing Decision Support Systems : 

4 Explain the concept and purpose of a marketing decision support system Marketing Decision Support Systems LOI

Marketing Decision Support Systems : 

5 Marketing Decision Support Systems An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. LOI DSS

DSS System Characteristics : 

6 LOI DSS System Characteristics

Marketing Decision Support Systems : 

7 Marketing Decision Support Systems The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. The key tool for successfulone-to-one marketing. LOI

Slide 8: 

Biz Flix 8 LO1 Apollo 13

REVIEW LEARNING OUTCOMEMarketing Decision Support Systems : 

9 REVIEW LEARNING OUTCOMEMarketing Decision Support Systems LOI

The Role of Marketing Research : 

10 Define marketing research and explain its importance to marketing decision making The Role of Marketing Research LO2

The Role of Marketing Research : 

11 The process of planning, collecting, and analyzing data relevant to a marketing decision. LO2 The Role of Marketing Research

Marketing Research Studies : 

12 LO2 Marketing Research Studies

The Role of Marketing Research : 

13 LO2 The Role of Marketing Research

Management Uses of Marketing Research : 

14 LO2 Management Uses of Marketing Research

REVIEW LEARNING OUTCOMEMarketing Research and Its Importance : 

15 REVIEW LEARNING OUTCOMEMarketing Research and Its Importance LO2

Steps in a Marketing Research Project : 

16 Describe the steps involved in conducting a marketing research project Steps in a Marketing Research Project LO3

The Marketing Research Process : 

The Marketing Research Process

Marketing Research : 

18 LO3 Marketing Research

Secondary Data : 

19 LO3 Data previously collected for any purpose other than the one at hand. Secondary Data

Sources of Secondary Data : 

20 LO3 Sources of Secondary Data

Advantages of Secondary Data : 

21 LO3 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 Advantages of Secondary Data

Disadvantages of Secondary Data : 

22 LO3 Disadvantages of Secondary Data May not give adequate detailed information May not be on target with the research problem Quality and accuracy of data may pose a problem

The New Age of Secondary Information: The Internet : 

23 LO3 The New Age of Secondary Information: The Internet

Planning the Research Design : 

24 LO3 Planning the Research Design

Primary Data : 

25 LO3 Primary Data Information collected for the first time. Can be used for solving the particular problem under investigation.

Advantages of Primary Data : 

26 LO3 Answers a specific research question Data are current Source of data is known Secrecy can be maintained Advantages of Primary Data

Disadvantages of Primary Data : 

27 LO3 Disadvantages of Primary Data Expensive “Piggybacking” may confuse respondents Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews

Survey Research : 

28 LO3 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 : 

29 LO3 Forms of Survey Research

Forms of Survey Research : 

30 LO3 Forms of Survey Research

Forms of Survey Research : 

31 LO3 Forms of Survey Research Seven to ten people who participate in a group discussion led by a moderator.

Questionnaire Design : 

32 LO3 Questionnaire Design

Questionnaire Design : 

33 LO3 Questionnaire Design

Observation Research : 

34 LO3 Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people

Observational Situations : 

35 LO3 Observational Situations

Ethnographic Research : 

36 LO3 Ethnographic Research The study of human behaviorin its natural context; involves observation of behavior and physical setting.

The Sampling Procedure : 

37 LO3 The Sampling Procedure Sample Universe A subset from a large population. The population from which a sample will be drawn.

Sampling Procedure : 

38 LO3 Sampling Procedure

Types of Samples : 

39 LO3 Types of Samples

Probability Samples : 

40 LO3 Probability Samples Probability Sample A sample in which every element in the population has a known statistical likelihood of being selected. Random Sample A sample arranged so that every element of the population has an equal chance of being selected.

Nonprobability Samples : 

41 LO3 Nonprobability Samples Nonprobability Sample Convenience Sample Any sample in which little or no attempt is made to get a representative cross-section of the population. A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher.

Types of Errors : 

42 LO3 Types of Errors

Field Service Firms : 

43 LO3 Field Service Firms Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits Provide:

Analyzing the Data : 

44 LO3 Analyzing the Data A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

Preparing and Presenting the Report : 

45 Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations Preparing and Presenting the Report LO3

Following Up : 

46 Following Up LO3 Were the recommendations followed? Was sufficient decision-making information included in the report? What could have been done to make the report more useful to management?

REVIEW LEARNINGOUTCOME : 

47 REVIEW LEARNINGOUTCOME LO3 Steps in a Marketing Research Project

Impact of the Internet onMarketing Research : 

48 Discuss the profound impact of the Internet on marketing research Impact of the Internet onMarketing Research LO4

Impact of the Internet : 

49 LO4 Allows better and faster decision making Improves ability to respond quickly to customer needs and market shifts Makes follow-up studies and tracking research easier Slashes labor- and time-intensive research activities and costs Impact of the Internet

Advantages of Internet Surveys : 

50 LO4 Advantages of Internet Surveys

Uses of the Internet by Marketing Researchers : 

51 LO4 Uses of the Internet by Marketing Researchers

Internet Samples : 

52 LO4 Internet Samples

Process for Online Focus Groups : 

53 LO4 Build a database of respondents via Web site screening questionnaire Identify qualified individuals via e-mail Develop a discussion guide Moderator runs group by typing in questions online for all to see Environment is similar to a chat room Firm captures the complete text of the focus group Process for Online Focus Groups

Types of Online Focus Groups : 

54 LO4 Real-time online focus groups Time-extended online focus groups Types of Online Focus Groups

Advantages of Online Focus Groups : 

55 LO4 Speed Cost-effectiveness Broad geographic scope Accessibility Honesty Advantages of Online Focus Groups

Role of Blogs in Marketing Research : 

56 Role of Blogs in Marketing Research Refined technologies allow companies to mine data available in Internet blogs. Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it). LO4

Other Uses of the Internet byMarketing Researchers : 

57 LO4 Other Uses of the Internet byMarketing Researchers

REVIEW LEARNING OUTCOMEImpact of the Internet on Marketing Research : 

58 REVIEW LEARNING OUTCOMEImpact of the Internet on Marketing Research LO4

Scanner-Based Research : 

59 Discuss the growing importance of scanner-based research Scanner-Based Research LO5

Scanner-Based Research : 

60 LO5 Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. BehaviorScanInfoScan

When Should Marketing Research Be Conducted? : 

61 LO5 Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information When Should Marketing Research Be Conducted?

REVIEW LEARNING OUTCOMEScanner-Based Research : 

62 REVIEW LEARNING OUTCOMEScanner-Based Research LO5

Competitive Intelligence : 

63 Explain the concept of competitive intelligence Competitive Intelligence LO6

Competitive Intelligence : 

64 LO6 Competitive Intelligence

Sources of Competitive Intelligence : 

65 LO6 Sources of Competitive Intelligence

REVIEW LEARNING OUTCOMECompetitive Intelligence : 

66 REVIEW LEARNING OUTCOMECompetitive Intelligence LO6

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