Marketing Information Systems and Marketing Research

Chapter 5 Marketing Information Systems And Marketing Research
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
2003 Pearson Education, Inc. Upper Saddle River, NJ 07458
The Marketing Information System
The Marketing Information System

Marketing Managers
Marketing Information System
Distributing Information
Assessing Information Needs

Developing Information
Marketing Decisions and Communications
Information Analysis
Internal Databases
Marketing Research
Marketing Intelligence
Marketing Environment
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 3
Customer Information
Comment cards Registration-membership Disguised/mystery shoppers Company records Exit interviews Follow up phone calls
The Marketing Research Process
Defining the problem and research objectives
Developing the research plan for collecting information
Implementing the research plan -- collecting and analyzing the data
Interpreting and reporting the findings
Marketing Research Process

Step 1. Defining the Problem & Research Objectives
Exploratory Research Descriptive Research Causal Research
Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things as market potential for a product or the demographics and consumers attitudes. Test hypotheses about causeand-effect relationships.
2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 6

Step 2. Develop the Research Plan
Research plan development follows these steps:
Determining Specific Information Needs Gathering Secondary information Planning Primary Data Collection
Develop the Research Plan

Gathering Secondary Information
Both Must Be: Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand.
- Might Not be Usable Data.


Planning Primary Data Collection
Contact Methods (Table 4.3)
Mail Flexibility Quantity of Data Collected Control of Interviewer Control of Sample Speed of Data Collection Response Rate Cost Poor Good Telephone Good Fair Personal Excellent Excellent Poor Fair Good Good Poor Online Good Good Fair Poor Excellent Good Excellent
Excellent Fair Fair Poor Fair Good Excellent Excellent Good Fair

Observational Research
Gathering data by observing people, actions and situations (Exploratory)
Research Approaches
Survey Research
Asking individuals about attitudes, preferences or buying behaviors (Descriptive)
Experimental Research
Using groups of people to determine cause-and-effect relationships (Causal)
2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 10

Probability or Non-probability sampling?
Sampling Plans
Sample representative segment of the population
Who is to be surveyed? (What Sampling Unit?)
How should the sample be chosen?
How many should be surveyed?
11
Research Problem Areas

1. Making assumptions 2. Lack of Qualitative information 3. Failing to look at segments within a sample 4. Improper use of sophisticated statistical analysis 5. Sample is not representative of the population 6. Using biased questions in surveys
12
Development of questions
1. Every question should focus on a topic and measure what you want it to measure.
Wrong: Which restaurant do you like the best? Right: Which of these restaurants you be most likely to choose for a casual dinner? Wrong: When do you usually go to work? Right: What time do you ordinarily leave home for work?
2. Questions should be brief

Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are? Right: What is the age and gender of your children?
3. Use vocabulary the respondent will understand

Wrong: Are you an exurbanite?
Right: What is your zip code?
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4. Question must be applicable to the respondent

Wrong: How long does it take you to find a parking place after you arrive at the restaurant? Right: If you drive to the restaurant, how long does it take you to find a parking place after you arrive at the restaurant? Might use a screening question first - Do you usually drive to the restaurant. Yes___ No____, If Yes .
5. Avoid using examples that can introduce bias

Wrong: Do you eat pork ribs, even thought they contain a lot of fat?
Right: How likely are you to order pork ribs when you dine out? Perhaps use this with a 7 point scale.
6. Make sure the respondent can answer the question

Wrong: How many times did you dine out last year?
Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?
7. Avoid ambiguous words

Wrong: About what time do you ordinarily eat dinner? Right: About what time do you dine in the evening? Avoid; sometimes, frequently, usually
19
8. Avoid double barreled questions

Wrong: Do you dine out regularly because it is as cheap as eating at home? Right: Do you dine out regularly? Why or why not?
20
9. Scales- Mutually exclusive Collectively exhaustive

0-10___, 10-15___ not mutually exclusive 5-10____, 11-15___, 15+____, not collectively exhaustive
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Step 3. Implementing the Research Plan
Collecting the Data
Processing the Data
Research Plan
Analyzing the Data

Marketing Research Process Step 4. Interpreting and Reporting Findings

Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management.
Step 1. Interpret the Findings
Step 2. Draw Conclusions
Step 3. Report to Management


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Chapter 5 Marketing Information Systems And Marketing Research

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

The Marketing Information System

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

The Marketing Information System

Assessing Information Needs

Marketing Decisions and Communications

The Marketing Research Process

Defining the problem and research objectives

Developing the research plan for collecting information

Implementing the research plan -- collecting and analyzing the data

Interpreting and reporting the findings

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing Research Process

Marketing Research Process

Develop the Research Plan

- Might Not be Usable Data.

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Develop the Research Plan

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Develop the Research Plan

Develop the Research Plan

Who is to be surveyed? (What Sampling Unit?)

How should the sample be chosen?

How many should be surveyed?

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Research Problem Areas

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

2. Questions should be brief

3. Use vocabulary the respondent will understand

Right: What is your zip code?

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

4. Question must be applicable to the respondent

5. Avoid using examples that can introduce bias

6. Make sure the respondent can answer the question

7. Avoid ambiguous words

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

8. Avoid double barreled questions

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

9. Scales- Mutually exclusive Collectively exhaustive

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing Research Process

Processing the Data

Analyzing the Data

Marketing Research Process Step 4. Interpreting and Reporting Findings

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management

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