Download Marketing Information System

Marketing Information System
A Marketing Information System is
the structure of people,
equipment, and procedures used
to gather, analyze, and distribute
information needed by an
organization.
Chapter 6.1
Criteria for a Well-Designed
Marketing Information System




Structured organization with people and
procedures
Generate a continuous flow of
information
Information should be gathered from
inside and outside the organization
Information should be compiled and
used as a basis for marketing decisions
Chapter 6.2
Environmental Scanning
Competitive environment
Organizational
environment
Macroenvironment
Economic,
Political,
Social, and
Technological
trends
Monitor actions of direct
and indirect competitors
Internally generated
marketing information
Market research activities
Point-of-sale information
Marketing audits
Sales histories and trends
Marketing information
compiled and summarized
Marketing trends evaluated
Marketing plans formulated
Figure 6.1.
Components of a Marketing Information System
Chapter 6.3
Internal
Guest histories and
sales data
Employees and
management staff
Customer feedback
Secondary
External
Trade associations
Travel bureaus
Trade journals and
other periodicals
University sources
Government sources
Syndicated sources
Guides, indexes,
and directories
Information Sources
Exploratory
Primary
Marketing research
Descriptive
Causal
Figure 6.2. Information Sources
Chapter 6.4
Information Sources

Primary Data

Secondary Data
– Advantages
– Advantages
• Specificity
• Practicality
• Cost
• Timeliness
– Disadvantages
– Disadvantages
• Cost
• Time lag
• Duplication
• Limited applicability
• May be outdated
• Reliability
Chapter 6.5
Define the problem
Plan the research
Collect the data
Analyze the data
Prepare the final report
Figure 6.3. The Marketing Research Process
Chapter 6.6
Research Design

Exploratory research – to gain an
understanding of the nature of the problem

Descriptive research – answer basic who,
what, where, why, when, and how questions

Causal research – focuses on cause-andeffect relationships
Chapter 6.7
Methods for Collecting Data



Experiments
Observation
Surveys
– Direct mail
– Telephone
– Personal Interview
Chapter 6.8
Table 6.1
Comparison of Survey Data Collection Methods
Personal
Interviews
Characteristics
Direct Mail
Surveys
Telephone
Surveys
Cost per respondent
Low
Medium
High
Low
High
Medium
Response rate
Low
Medium
High
Interviewer bias
Low
Medium
High
Allows feedback
Low
Medium
High
Ability to handle
sensitive topics
High
Medium
Low
Medium
Low
High
Speed of response
Ability to handle
complex questions
Chapter 6.9
Organizing Questionnaires
I.
II.
III.
IV.
Easy, screening questions
More detailed questions regarding
product usage and behavior
Complicated questions involving
ratings and rankings
Background information
(demographics)
Chapter 6.10
Question Design

Open-ended Questions – no options,
categories or scales

Closed-ended Questions – provide
options to choose from for a response
– Dichotomous question – two choices (e.g.,
yes/no)
– Multiple category question – categories (e.g.,
age, income)
– Scaled-response question – rating scale
(e.g., Likert)
Chapter 6.11
Types of Samples

Probability
– Simple random
sample
– Systematic sample
– Stratified sample

Nonprobablity
– Convenience sample
– Judgment sample
– Quota sample
Chapter 6.12
Determining Sample Size



Acceptable level of sampling error
Amount of variability in the population
Desired level of confidence
Chapter 6.13
Table 6.2
Sampling Error by Sample Size
Sample Size
Allowance for
Sampling Error (95%
confidence level)
200
5-8%
400
4-6%
600
3-5%
800
3-4%
1,000
2-4%
1,500
2-3%
Chapter 6.14
Data Analysis

Descriptive Analysis
– Profile of
respondents or
sampling units
– Average or typical
respondent

Inferential Analysis
– Test hypotheses and
estimate parameters
using sample
statistics
– Make inferences
from sample to
population
Chapter 6.15
Research Ethics

Rights and obligations of the respondent
– Be truthful with responses
– Right to privacy; confidentiality
– Right to know true nature of the research

Rights and obligations of the researcher
– To provide privacy and confidentiality to
respondents and clients
– To remain impartial and objective
– To be honest and accurate with results

Rights and obligations of the client
– To be honest about nature of the research
– To be honest in dealings with suppliers (proposals)
– To be committed to research
Chapter 6.16