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4-1

PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong

Chapter
Chapter 44

Marketing Research
and
Information Systems
Ó Copyright 1999 Prentice Hall
The
The Importance
Importance of
of Information
Information
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4-2

Marketing
Environment

Why
Information Competition
Customer
Is
Needs Needed

Strategic
Planning

Ó Copyright 1999 Prentice Hall

What
What is
is aa Marketing
Marketing
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4-3

Information
Information System
System (MIS)?
(MIS)?
•• Consists
Consists of
of people,
people, equipment,
equipment, andand
procedures
procedures to to gather,
gather, sort,
sort, analyze,
analyze,
evaluate
evaluate and
and distribute
distribute needed,
needed,
timely,
timely, and
and accurate
accurate information
information toto
marketing
marketing decision
decision makers.
makers.

•• Function:
Function: Assess,
Assess, Develop
Develop and
and
Distribute
Distribute Information.
Information.

Ó Copyright 1999 Prentice Hall

 Ó Copyright 1999 Prentice Hall
Marketing
MarketingEnvironment
Environment
Marketing Marketing
Intelligence Research
Internal Information
Data Analysis
Developing Information
Assessing Information Distributing
Needs Information
Marketing Information System
Marketing Decisions and Communications

Marketing Managers
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System
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The Marketing
The Information System
Marketing Information
Functions
Functions of
of aa MIS:
MIS:
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4-5

Assessing
Assessing Information
Information Needs
Needs

Conduct Interviews and Determine

What Information is
Desired, Needed, and Feasible to Obtain.

Monitors
Monitors Environment
Environment for
for Examine
Examine Cost/
Cost/ Benefit
Benefit of
of
Information
Information Managers
Managers Desired
Desired
Should
Should Have
Have Information
Information

Ó Copyright 1999 Prentice Hall

Functions
Functions of
of aa MIS:
MIS:
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Developing
Developing Information
Information
Obtains
Obtains Needed
Needed Information
Information for
for Marketing
Marketing Managers
Managers
From
From the
the Following
Following Sources
Sources

Internal
Internal Data
Data
Collection
Collectionof
ofInformation
Informationfrom
fromData
DataSources
SourcesWithin
Withinthe
theCompany
Company
From:
From:Accounting,
Accounting,Sales
SalesForce,
Force,Marketing,
Marketing,Manufacturing,
Manufacturing,Sales
Sales

Marketing
Marketing Intelligence
Intelligence
Collection
Collectionand
andAnalysis
Analysisof
ofPublicly
PubliclyAvailable
AvailableInformation
Informationabout
about
Competitors
Competitorsand
andthe
theMarketing
MarketingEnvironment
Environment
From:
From:Employees,
Employees,Suppliers,
Suppliers,Customers,
Customers,
Competitors,
Competitors,Marketing
MarketingResearch
ResearchCompanies
Companies

Marketing
MarketingResearch
Research
Design,
Design,Collection,
Collection,Analysis,
Analysis,and
andReporting
Reportingof
ofData
Dataabout
aboutaa Situation
Situation
Ó Copyright 1999 Prentice Hall
Functions
Functions of
of aa MIS:
MIS:
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Distributing
Distributing Information
Information

Information Must be Distributed

to the Right Managers at the Right Time.

Distributes
Distributes Routine
Routine Distributes
Distributes Nonroutine
Nonroutine
Information
Information for
for Information
Information for
for Special
Special
Decision
Decision Making
Making Situations
Situations

Ó Copyright 1999 Prentice Hall

 Ó Copyright 1999 Prentice Hall
Interpreting
Interpreting and
and Reporting
Reporting the
the Findings
Findings
Implementing
Implementing the
the Research
Research Plan
Plan
Developing
Developing the
the Research
Research Plan
Plan
Defining
Defining the
the Problem
Problem and
and the
the Research
Research Objectives
Objectives
Process
Process
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Research
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Marketing Research
The Marketing
The
Marketing
Marketing Research
Research Process
Process
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Step
Step 1.
1. Defining
Defining the
the Problem
Problem &
&
Research
Research Objectives
Objectives

•• Gathers
Gatherspreliminary
preliminaryinformation
information
Exploratory that
thatwill
willhelp
helpdefine
definethe
theproblem
problem
Research and
andsuggest
suggesthypotheses.
hypotheses.

Descriptive •• Describes
Describesthings
thingsas
asconsumers’
consumers’
Research attitudes
attitudesand
anddemographics
demographics
or
ormarket
marketpotential
potentialfor
foraaproduct.
product.

Causal •• Test
Testhypotheses
hypothesesabout
aboutcause-
cause-
Research and-effect
and-effectrelationships.
relationships.

Ó Copyright 1999 Prentice Hall

Marketing
Marketing Research
Research Process
Process
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Step
Step 2.
2. Develop
Develop the
the Research
Research Plan
Plan

Determine
Determine the
the Specific
Specific Information
Information Needed
Needed

Secondary Primary

Information
Informationthat
that has
has Information
Informationcollected
collected
been
beenpreviously
previously for
forthe
thespecific
specificpurpose
purpose
collected.
collected. at
at hand.
hand.

Both
BothMust
MustBe:
Be:
Relevant
Relevant
Accurate
Accurate
Current
Current
Impartial
Impartial
Ó Copyright 1999 Prentice Hall
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 1.
1. Research
Research Approaches
Approaches

Observational
Observational Research
Research
Gathering
Gatheringdata
databy
byobserving
observingpeople,
people,
actions
actionsand
andsituations
situations
(Exploratory)
(Exploratory)

Survey
SurveyResearch
Research
Asking
Askingindividuals
individualsabout
about
attitudes,
attitudes,preferences
preferencesoror
buying
buyingbehaviors
behaviors
(Descriptive)
(Descriptive)

Experimental
Experimental Research
Research
Using
Usinggroups
groupsofofpeople
peopleto
to
determine
determinecause-and-effect
cause-and-effect
relationships
relationships
(Causal)
(Causal)
Ó Copyright 1999 Prentice Hall
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 2.
2. Contact
Contact Methods
Methods

Contact Methods
M a il T e le p h o n e P e rs o n a l O n lin e
F le x ib ility Poor G ood E x c e lle n t G ood
Q u a n tity o f G ood F a ir E x c e lle n t G ood
D a ta C o lle c te d
C o n tro l o f E x c e lle n t F a ir Poor F a ir
In te rv ie w e r
C o n tro l o f F a ir E x c e lle n t F a ir Poor
S a m p le
S p e e d o f D a ta Poor E x c e lle n t G ood E x c e lle n t
C o lle c tio n
R e s p o n s e R a te F a ir G ood G ood G ood
Cost G ood F a ir Poor E x c e lle n t

Ó Copyright 1999 Prentice Hall

Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 3.
3. Developing
Developing aa Sampling
Sampling Plan
Plan

Probability Who
Whois isto
tobe
Probabilityor
or be
Non-probability surveyed?
surveyed?
Non-probability
sampling?
sampling?
Sample -
representative
segment of the
population

How
Howshould
shouldthe
the How
sample Howmany
many
samplebe
be should
shouldbe
be
chosen?
chosen? surveyed?
surveyed?

Ó Copyright 1999 Prentice Hall

Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 4.
4. Research
Research Instruments
Instruments

Research
Research Instruments
Instruments

Questionnaire
Questionnaire Mechanical
Mechanical Devices
Devices
•• What
What toto ask?
ask? •• People
People Meters
Meters
•• Form
Form ofof each
each •• Grocery
question? Grocery Scanners
Scanners
question? •• Galvanometer
•• Wording? Galvanometer
Wording? •• Tachistoscope
•• Ordering?
Ordering? Tachistoscope

Ó Copyright 1999 Prentice Hall

Marketing
Marketing Research
Research Process
Process
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Step
Step 3.
3. Implementing
Implementing the
the Research
Research Plan
Plan
Data
Data
of
of
Collection
Collection

Data
Data
of
of Plan
Plan
Processing
Processing Research
Research

Data
Data
the
the
Analyzing
Analyzing

Ó Copyright 1999 Prentice Hall

Marketing
Marketing Research
Research Process
Process
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Step
Step 4.
4. Interpreting
Interpreting and
and Reporting
Reporting
Findings
Findings

Interpret the
Interpret Findings
the Findings

Conclusions
Draw Conclusions
Draw

Report to
Report Management
to Management

Ó Copyright 1999 Prentice Hall