2000 Prentice Hall

Objectives
Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast

2000 Prentice Hall

A marketing 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. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
2000 Prentice Hall

Defining the Problem & Research Objectives

Exploratory Research
Sheds light on problem suggest solutions or new ideas.

Descriptive Research

Ascertain magnitudes.

Causal Research
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Test cause- and-effect relationships. Tests hypotheses about causeand-effect relationships.

Research Approaches
Observational
Focus-group Survey

Behavioral
Experimental
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Secondary-Data Sources
Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information

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The Marketing Research Process

Defining the problem and research objectives Developing the research plan Collect the information

Present the findings

Analyze the information

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Good Marketing Research:

Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains healthy skepticism Is ethical
2000 Prentice Hall

Ninety Types of Demand Measurement (6 x 5 x 3)

World Space U.S.A. level Region Territory Customer All sales Industry sales Company sales Product level Product line sales Product form sales Product item sales
Short run
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Medium run Long run

Time level

Demand
Company Demand
Market Demand

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Estimating Current Demand

Total Market Potential Area Market Potential Industry Sales Market Share

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Estimating Future Demand

Survey of Buyers Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method

2000 Prentice Hall

Review
Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast

2000 Prentice Hall