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Marketing Information System
and Marketing Research
Marketing Information System
Marketing Information System
Marketing Marketing Marketing Marketing Research Intelligence Decisions Environment System System
Competition Product Firm Internal Analytical Price Industry Record Marketing Place System System Promotion
Marketing Decisions The Marketing Research Process
Marketing research is a process of defining
research problem, developing a research plan and analysing research issues for finding solutions to a marketing problem. Steps in Marketing Research
Defining the Problem and Research Objectives
Developing the Research Plan
Collection of Data
Analysis of Data
Report Writing and Presentation
Major Usage of Marketing Research Research into Customer Needs and Expectations Customer Surveys Customer Panels Similar Industry Studies Key Client Studies Research into Intermediaries Employee Research Develop Research Plan • Data Sources • Research approaches • Research Instruments • Sampling Plan • Contact Method Qualitative Versus Quantitative Research
Qualitative Research: rich in meaning, but usually limited to small samples Quantitative Research: large scale data may be reliable, but meaning may not be valid Both approaches should be used in combination Primary Versus Secondary Research
Begin with secondary research
quick, relatively inexpensive but out of date and may not be specific enough Follow up with primary research provides information to current needs but is expensive and time consuming Sources of Secondary Data
Government departments and official publications e.g.
Census National media e.g. Economic Times country surveys Professional and trade associations Trade, technical and professional media Local chambers of trade and commerce Year-books and directories, e.g. Prime Directory Companies' Annual Reports and Accounts Subscription services, e.g. CRISIL Databases Subscription electronic databases, e.g. India Emerging Market Online Database. Field Research
Key issues: Research objectives Sampling basis Data collection methods observation based survey (interaction) based Timing of research Data Types
Primary Data Secondary Date
SURVEYS INTERNAL DATA - Mail - Company records - Telephone - Data from MDSS
INTERVIEWS EXTERNAL DATA
- Mall intercepts - Personal interviews - Custom Research - Syndicated services FOCUS GROUPS Nonproprietary - Personal - Published reports - Mechanical - Census data - Periodicals Data Collection Methods
• Focus groups • Telephone surveys • Mail surveys • Personal interviews • Internet surveys • Projective techniques and observations MERIT OF SECONDARY DATA
• Saves time and Money
• Use is very convenient • Reliable • In some enquiries primary data cannot be collected • secondary data are generally available for many investigations. Secondary sources Internal Sources:
• Management documents, • Marketing documents and databases, • Financial documents and databases • Operation documentations and databases • Human resources documents and databases Secondary sources External Sources: Proprietary sources: Businesses. Public sources: Government agencies, businesses Research Approaches • Observational Research • Focus Group Research • Survey Research • Behavioral Data Research Instruments • Questionnaire • Qualitative Measures Questionnaire Design Flow Chart Step 1: Specify what information will be sought Step 2: Determine type of questionnaire and method of administration Step 3: Determine the content of individual questions Step 4: Determine form of response for each question Step 5: Determine wording for each question Step 6: Determine sequence of questions Step 7: Determine physical characteristics of questionnaire Step 8: Revise steps 1-7, revise if necessary Step 9: Pretest questionnaire, revise if necessary Step 10: implement Designing the Questionnaire Determine survey objectives: Plan what to measure. Decide on format. E.g. personal interview, telephone, self. Formulate questions to obtain the needed information Decide on the wording of questions Decide on the question sequence and layout of the questionnaire Using a sample, test the questionnaire for omissions and ambiguity Correct the problems (pretest again, if necessary) The Major Decisions in Questionnaire Design 1. Content - What should be asked? 2. Wording - How should each question be phrased? 3. Sequence - In what order should the questions be presented? 4. Layout - What layout will best serve the research objectives?
The most difficult step is specifying exactly what
information is to be collected from each respondent Distinction between schedule and questionnaire • Mode of administration, • Cost involved • Rate of response • Incomplete information, • Element of time • Kind of respondents, • Coverage of samples, • Investigator bias. • Anonymity • Success of the method. Data analysis & Interpretation • Data analysis – An attempt by the researcher to summarize collected data. • Data Interpretation – Attempt to find meaning
• How do these differ by research tradition?
– Quantitative – Qualitative Common descriptive statistics • Count (frequencies) • Percentage • Mean • Mode • Median • Range • Standard deviation • Variance • Ranking Data Interpretation • Answer these four questions – What is important in the data? – Why is it important? – What can be learned from it? – So what? • Remember – Interpretation depends on the perspective of the researcher. • Why? Interpretation • One technique for data interpretation – Extend the analysis by raising questions – Connect findings to personal experiences – Seek the advice of “critical” friends. – Contextualize findings in the research • Converging evidence? – Turn to theory Marketing Intelligence System
A relatively unstructured approach to gathering
information about the marketing environment Sources: regularly scanning newspapers using specialized media cutting services listening to employees listening to intermediaries employing consultants
