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Principles of Marketing Eighth Edition Philip Kotler and Gary Armstrong
Principles of Marketing Eighth Edition Philip Kotler and Gary Armstrong
Chapter 4
Marketing Research and Information Systems
Copyright 1999 Prentice Hall
4-2
Marketing Environment
Customer Needs
Competition
4-3
4-4
Distributing Information
Information Analysis
Internal Data
Marketing Research
Marketing Intelligence
Marketing Environment
4-5
Conduct Interviews and Determine What Information is Desired, Needed, and Feasible to Obtain.
4-6
Marketing Intelligence
Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies
Marketing Research
Design, Collection, Analysis, and Reporting of Data about a Situation
Copyright 1999 Prentice Hall
4-7
4-8
4-9
Exploratory Research
Gathers preliminary information that will help define the problem and suggest hypotheses.
Descriptive Research
Describes things as consumers attitudes and demographics or market potential for a product.
Causal Research
4-10
Primary
Information collected for the specific purpose at hand.
4-11
Survey Research
Asking individuals about attitudes, preferences or buying behaviors (Descriptive)
Experimental Research
Using groups of people to determine cause-and-effect relationships (Causal)
Copyright 1999 Prentice Hall
4-12
Contact Methods
M a il F le x ib ility Q u a n tity o f D a ta C o lle c te d C o n tro l o f In te rv ie w e r C o n tro l o f S a m p le S p e e d o f D a ta C o lle c tio n R e s p o n s e R a te Cost Poor G ood E x c e lle n t F a ir Poor F a ir G ood T e le p h o n e G ood F a ir F a ir E x c e lle n t E x c e lle n t G ood F a ir P e rs o n a l E x c e lle n t E x c e lle n t Poor F a ir G ood G ood Poor O n lin e G ood G ood F a ir Poor E x c e lle n t G ood E x c e lle n t
4-13
Who is to be surveyed?
Sample representative segment of the population How should the sample be chosen? How many should be surveyed?
4-14
Research Instruments
Questionnaire
What
Mechanical Devices
People
4-15
Research Plan
4-16