Chapter 8

:
Improving Decisions with Marketing Information

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

you should 1. 8-2 For use only with Perreault and McCarthy texts. Inc. 4. 6. Understand a scientific approach to marketing research. Understand the role of observing. 1999 Irwin/McGraw-Hill . © The McGraw-Hill Companies. Know how to define and solve marketing problems. 3. Know about marketing information systems.. 5. Know about getting secondary and primary data. 2. Understand the important new terms. questioning.Chapter 8 Objectives When you finish this chapter. and using experimental methods in marketing research.

Marketing Information Systems New Information Informatio n Sources Market Research Studies Internal Data Sources External Data Sources Questions and Answers Marketing Models Answers Decisio n Maker Result s ? Inputs Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Information Technology Specialists Feedback For use only with Perreault and McCarthy texts.. 1999 Irwin/McGraw-Hill Exhibit 8-1 8-3 . Inc. © The McGraw-Hill Companies.

© The McGraw-Hill Companies.Marketing Research Process Early Identification of Solution Defining the Problem Analyzing the Situation Getting ProblemSpecific Data Interpreting Data Solving the Problem Feedback to Previous Steps Exhibit 8-2 8-4 For use only with Perreault and McCarthy texts. 1999 Irwin/McGraw-Hill . Inc..

1999 Irwin/McGraw-Hill . © The McGraw-Hill Companies..Sources of Data Secondary Data Sources All Data Sources Primary Data Sources Inside Company Outside Company Observation Questioning Exhibit 8-3 8-5 For use only with Perreault and McCarthy texts. Inc.

1999 Irwin/McGraw-Hill . © The McGraw-Hill Companies.Collecting Data Mail Primary Methods for Collecting Survey Data Telephone Personal Interview 8-6 For use only with Perreault and McCarthy texts. Inc..

Interpreting Data Population Key Issues in Data Interpretation Sample Confidence Intervals Validity 8-7 For use only with Perreault and McCarthy texts. Inc. © The McGraw-Hill Companies.. 1999 Irwin/McGraw-Hill .

Key Terms Marketing Information System (MIS) Intranet Decision Support System (DSS) Search Engine Marketing Model Marketing Research Scientific Method Hypotheses Marketing Research Process Situation Analysis Secondary Data Primary Data 8-8 Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Random Sampling Confidence Intervals Validity For use only with Perreault and McCarthy texts. Inc. © The McGraw-Hill Companies. 1999 Irwin/McGraw-Hill ..

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