Information Systems and Marketing Research Concept and classification of Information Systems in Marketing It is a systematic process of capture, management

and analysis on issues relatin g to the marketing of goods and services or to monitor the commercial effectiven ess or to reduce the risk of occasional error on an issue that requires decision making, both strategic and tactical level. (Definition of American Marketing Association) Occasional SIM Permanent SIM Classification of Information Systems in Marketing SIM casual: it takes place at a particular time in order to obtain information for specific decision making. It is what is commonly known as a "mar ket survey" Permanent SIM: a methodical and organized system for collecting information on a regular basis aimed at determining the effectiveness of marketing activities of the company. SIM Design Exploratory: The main objective is to "explore" a problem, have Exploratory more information and to establish or define a working hypothesis. This is done a t an early stage. • Acknowledge the problem • Identify possible courses of actio n • Evaluation of courses of action • Selection of Conclusive courses of actio n: it provides information that leads to conclusions relevant Concluding the fac e of decisions that are faced. • Description: longitudinal or transverse • Causa l: field or laboratory Descriptive The main objective is to know deeply the variables to study, define the characte ristics of a phenomenon. Longitudinal sample is fixed in time on which shows the evolution of certain variables. Eg Panel. Transverse: In this we analyze a seri es of samples at a given time. Example: Market research. Simile: A longitudinal descriptive information system is like a movie. A cross-sectional information system is like a photograph. Causal They ask "why." Studying the effect of a causal or independent variables on othe r dependent variables. These "experiments." Of course: in a real situation. Eg m arket test. Laboratory reproduce real situations by manipulating certain conditi ons to observe its effects or consequences. Eg Brokers Repair. Information Sources Secondary data: pre-existing information, probably developed for other purposes. Raw data obtained specifically for the problem under study. The Marketing Information System (S.I.M.) Directors of Marketing Management Analysis Planning Control Assess the information needs

Marketing Strategy Marketing Intelligence internal data Channels Target Lobbying Competition macro Forces Distribute information Support marketing decisions Marketing Research The Marketing Information System (S.I.M.) Directors of Marketing Management Analysis Planning Control Assess the information needs Marketing Strategy Marketing Intelligence internal data Competition Target Channels Distribute information Internal data system Support Groups Research interest-shipping-order system invo ice marketing decisions marketing Sales Reporting System Forces macro The Marketing Information System (S.I.M.) Directors of Marketing Management Analysis Planning Control Assess the information needs Marketing Strategy Marketing Intelligence internal data Channels Target Lobbying Competition macro Forces Distribute information Intelligence system, the Research Support marketing decisions marketing marketin g sources and procedures used to obtain information about the business environme nt The Marketing Information System (S.I.M.) System Decision Support Directors Marketing Management Analysis Planning Control Distribute information to support marketing decisions marketing research Assess the information needs Joint Strategy models and statistical tools Marketing Intelligence Data executiv es attending internal Target Marketing in the analysis of data channels in order to improve their marketing decisions. Lobbying Competition macro Forces marketing (S.A.D.E.M.) The Marketing Information System (MIS), marketing information system design, col

lection, data analysis and information relevant to evaluate the data intelligenc e to solve a specific need. Marketing internal problems information Directors of Marketing Management Analysis Planning Control Target Marketing Strategy Competition Channels Lobbying macro Forces Distribute information Support marketing decisions Marketing Research Stages of Market Research • There are six main steps to be taken for a R effective market: - Define the objectives of the research - to collect and evaluate sources - Desi gn a research study of a primary - to collect primary sources - Analyze the data - Prepare a report on the results SIM Design Development Objectives Collection of secondary sources of Qualitative Research Design • Method • Screen er questionnaire • Discussion guide Quantitative Research Design • Method • Sample design • Data collection instrume nts collection of primary sources (usually done by a team of field) Behavioral Research (using guided interviews) Data Analysis (Subjective) Preparation of report Exploratory Data analysis (Objective) Preparation of report Developing Research Objectives • Define the goals and objectives that support the development of a design suita ble for market investifgación. • A mission statement helps define the type and l evel of information required. European secondary sources • Secondary information is any data source or created originally for some purposes other than those raised by our research objectives. Provide clues, ideas and di rection for the research design with primary sources. • Design Research Primary Sources • • Qualitative studies that can be used to obtain new ideas. Quantitative studi es focused on the collection of descriptive information. Qualitative research Qualitative information is one in which, whether or not expressed numerically, i t is unknown how representative in relation to the population under study. The i nformation collected is usually used primarily exploratory designs. Common metho ds used are depth interviews and group meeting.

Method for qualitative data collection In-depth interviews Focus Groups In-Depth Interview • A long and unstructured conversation between an interviewer and a highly train ed Int. • The Interviewer minimizes its involvement after establishing a general and clear the purpose of the interview. • The in-depth interview can provide va luable insights about the design of products and / or servcios, and may similarl y provide clear evidence relating to the positioning or repositioning of the pro duct or service. For the use of language to avoid direct questions, personal references, ambigu ous terms, objections, judgments of value ... Recommendations in-depth interviews For language nonverbal body care attitude, build confidence ... The in-depth interview

Summarize reflection or communication simple reiteration of the interviewee, hig hlighting the most important aspect or repeat the last words.

Reflection of feeling Clarify the message received, proposing a feeling or attit ude.

Near Elucidation interpretation, to emphasize feelings or attitudes that are not deducted directly from the words, but are deducted from the communication or it s context. Source: Rogers, Carl Ransom. "Client-centered counseling" 1951 The group meeting (Focus group) Group of people who meet to discuss in an open and unstructured on a particular topic. The group is led by a moderator in a "non-directive" and generally consis ts of a number of 8-10 people. Basic principles of group action An enabling environment of intimidation Leadership Reduction For mulation Distributed Consensus clearly the aim of understanding the process Flex ibility Continuous assessment Source: Gibb, Jack R. (Ccoaut). "Manual of group dynamics," 1999. Scope of the group meetings Obtaining information prior to a determination study behaviors, attitudes, choic es, beliefs, motivations, habits, identification of new product concepts Limitat

ion of an investigation Obtaining information Quantitative Research Design Method Sample Design Data collection instruments Methods of data collection Observation Experimentation Polls and Surveys Observational Research • It is very beneficial because it can be understood in depth between the people and seeing them buying products and using the products. • Help researchers to t ake advantage of a better understanding of what products symbolize • It is widel y used by researchers working under the current interpretive. Experimentation • They can buy something mock test sales with products and / or services with mu ltiple types of variables and attractive. • Only one variable is manipulated whi le keeping other factors constant. • Can be addressed in a laboratory or field s ales. Polls and Surveys Staff Mail Phone Online Comparative advantages among different types of surveys or polls MAIL Cost Speed Flexible Response rate geographical Monitoring interviewer bias interviewer TELEPHONE Immediate Moderate Good Moderate Moderate Easy Limited PERSONAL Slow High High High Hard Hard Excellent Fast Low ON-LINE Baja Excellent N / AN / A Excellent Excellent Slow Low Low N / A N / A Quality of response Limited Source: Shiffman & kanuka: Consumer Behavior. Prentice Hall, 2002

Sample Design Who will apply? How many? How do you select? Design of Probabilistic and Non Probabilistic Sampling Probabilistic Sampling Simple random sample Systematic random sampling Stratified random sampling Each member of the population is known and equal chance of being selected. A mem ber of the population is randomly selected and every person is selected followin g a plan. The population is divided into mutually exclusive groups (such as age), and rand omly selects the sample within each group. Design of Probabilistic and Non Probabilistic Sampling Non-probability sampling Convenience sampling the researcher selects a convenience sample of a population more accessible than required information. The researcher used his trial to sel ect the members of the population that can be good sources for accurate informat ion (eg, experts in a relevant field of study). The investigator ordered the num ber of people applying research within each category previously designed. Sampling trial Quota sampling Data Collection Instruments The survey A poll is simply a methodological research that is based on questions and testim ony. Decisions to be taken regarding the survey: the unit of sampling, sample si ze and choice of individuals. Personal Surveys Telephone surveys Postal surveys Types of questions in a questionnaire • • • • Open Questions Closed Questions Questions Questions filter control Closed questions (I) Have you bought a camera at any time? Dichotomous Yes No Multiple Choice What kind of milk usually consumed? Whole Semi-skim Skim milk does not consume

Multiple Choice Packaging is important when buying chocolate Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree Closed questions (II) Levi's Jeans semantic differential Modern Test before you buy a car is ... Categ ory scale Very important Fairly important Not too important Not important rating scale post-sale service of these TVs is ... Great Very Good Normal Bad Very Bad outdated Open questions (I) What is unstructured in dehydrated soups? What comes to mind when you hear about ... Word Association Home Delivery Frozen food sales at buy deodorant always fixed ... Unfinished sentences Open questions (II) Complete a story When you buy my latest shoes, the store had a lot of sizes and models ... (Complete story) Complete Complete a comic conversation This should fix the technical problem ... Thematic Apperception Test Write a story about what he sees ... But be very clear:

What information do we need? What do we know? Who are we going to ask and how? A re they really important questions we do? Is the respondent able to answer? Is i t useful the information we collect? Panels They are tools of quantitative research on a regular basis to analyze the evolut ion of some variables on a sample constant over time. The most commonly used: eg consumer panels€Dym-Panel Retail Nielsen audience panels eg Taylor Nelson Sofre s Eg Analysis of Data Obtained • Qualitative Research: The moderator or administrator of the test, when appropr iate, analyze the responses. • Quantitative Research: Researchers will monitor the analysis. - - The open-ended responses will be coded and quantified responses will be tabulated and analyzed closed Preparation of Report • Conclusions and recommendations. • Requires a written report • An oral present ation to managers.