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  Chapter 4 MarketingResearch and Information Systems PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
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  The Importance ofInformation Why Information Is Needed Marketing Environment Strategic Planning Customer Needs Competition
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  What is aMarketing Information System (MIS)? Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Function: Assess, Develop and Distribute Information.
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  The Marketing InformationSystem Marketing Information System Developing Information Information Analysis Internal Data Marketing Research Marketing Intelligence Distributing Information Assessing Information Needs Marketing Managers Marketing Environment Marketing Decisions and Communications
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  Functions of aMIS: Assessing Information Needs Examine Cost/ Benefit of Desired Information Monitors Environment for Information Managers Should Have Conduct Interviews and Determine What Information is Desired, Needed, and Feasible to Obtain.
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  Functions of aMIS: Developing Information Obtains Needed Information for Marketing Managers From the Following Sources Internal Data Collection of Information from Data Sources Within the Company Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment From: Accounting, Sales Force, Marketing, Manufacturing, Sales From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies Marketing Research Design, Collection, Analysis, and Reporting of Data about a Situation
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  Functions of aMIS: Distributing Information Information Must be Distributed to the Right Managers at the Right Time. Distributes Nonroutine Information for Special Situations Distributes Routine Information for Decision Making
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  The Marketing Research Process Defining the Problem and the Research Objectives Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings
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  Marketing Research ProcessStep 1. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research Test hypotheses about cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things as consumers’ attitudes and demographics or market potential for a product.
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  Marketing Research ProcessStep 2. Develop the Research Plan Secondary Primary Determine the Specific Information Needed Information collected for the specific purpose at hand. Both Must Be: Relevant Accurate Current Impartial Information that has been previously collected.
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  Primary Data CollectionProcess Step 1. Research Approaches Experimental Research Observational Research Gathering data by observing people, actions and situations (Exploratory) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Using groups of people to determine cause-and-effect relationships (Causal)
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  Primary Data CollectionProcess Step 2. Contact Methods Contact Methods
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  Primary Data CollectionProcess Step 3. Developing a Sampling Plan Who is to be surveyed? How many should be surveyed? How should the sample be chosen? Probability or Non-probability sampling? Sample - representative segment of the population
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  Primary Data CollectionProcess Step 4. Research Instruments Mechanical Devices People Meters Grocery Scanners Galvanometer Tachistoscope Questionnaire What to ask? Form of each question? Wording? Ordering? Research Instruments
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  Marketing Research ProcessStep 3. Implementing the Research Plan Collection of Data Processing of Data Analyzing the Data Research Plan
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  Marketing Research ProcessStep 4. Interpreting and Reporting Findings Interpret the Findings Draw Conclusions Report to Management