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Chapter 4 - Conducting Marketing Research
Chapter 4 - Conducting Marketing Research
Pricing
Marketing
Segmentation
Research
Distribution
Channels
Defining Strategic
Targeting NPD
Marketing Planning
Product
Strategies
Positioning
Marketing
Communications
Marketing Strategic Planning and the
Marketing Information System
Marketing information system
¨ A marketing information system (MKIS) is a
management information system (MIS) designed to
support marketing decision making.
¨ It as a "system in which marketing data is formally
gathered, stored, analyzed and distributed to
managers in accordance with their informational
needs on a regular basis."
The Components of a Modern
Marketing Information System
¨ A marketing information system has
four components:
1. The marketing intelligence system
2. The marketing research systems,
3. The internal reporting system. Internal reports include
orders received, inventory records and sales invoices
4. Marketing models or marketing decision support
systems.
The Components of a Modern
Marketing Information System
Developing Marketing Information
¨ A Marketing Intelligence System
¤ This is the systematic collection and analysis of publicly
available information about competitors and
development in the marketing environment
¤ The goal of marketing intelligence is to improve
strategic decision making, assess and track competitors’
actions and provide early warning for opportunities
and threats.
Developing Marketing Information
¨ Marketing Research is the systematic design,
collection, analysis and reporting of Data and
findings relevant to a specific marketing situation
facing the company.
¨ Types of research agencies:
¤ Syndicated research firm
¤ Specialty line research firm
¤ Custom research firm
¨ American Airlines Case
¤ AA wants to find out if offering an in-flight Internet service
create enough incremental preference and profit for AA to
justify its cost against other possible investments in service
enhancements.
¤ To help in designing the research, management should first
spell out the decisions it might face and then work
backward. Suppose management outlines these decisions:
1. Should AA offer an Internet connection?
2. If so, should AA offer the service to first-class only, or include
business class, and possibly economy class?
3. What price(s) should AA charge?
4. On what types of planes and lengths of trips should AA offer
the service?
¨ Now management and marketing researchers are
ready to set specific research objectives:
1. What types of passengers would respond most to using an
in-flight Internet service?
2. How many passengers are likely to use the Internet service
at different price levels?
3. How many extra passengers, in different classes, might
choose American because of this new service?
4. How much long-term goodwill will this service add to
American Airlines image?
5. How important is Internet service to passengers, in
different classes, relative to other services, such as a
power plug or enhanced entertainment?
¨ Secondary data is information that already exists
somewhere having been collected for another
purpose. It provides the starting point at low cost
and ready availability
¨ Primary data when the needed data do not exist,
dated, inaccurate, incomplete, or unreliable the
company has to collect information for the specific
purpose at hand
¨ Quantitative Research is primarily descriptive
research that seeks to ascertain magnitudes such as
the market size, market growth rate, or market
potential. Its methods emphasize objective
measurements and the statistical, mathematical, or
numerical analysis of data.
¨ Qualitative Research is primarily
exploratory research. It provides insights into the
problem or helps to develop ideas or hypotheses
for potential quantitative research.
Quantitative Research
¨ Research Approach: Survey Research involves
gathering primary data by asking people
questions about their knowledge, attitudes,
preference, and buying behaviors.
¨ Research Instrument: Questionnaires
¨ Questionnaire type: Close-ended questions
measure how many people think in a certain
way.
¨ Research Approach: Causal Research, which
tests hypotheses about cause-and-effect
relationships.
¨ The most scientifically valid research is
¤ Arranged interviews
¨ Online Marketing
Research
n Surveys
n Online focus groups
The Marketing Research Process