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Transcript
©2000 Prentice Hall
Objectives
Components of a marketing information
system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

©2000 Prentice Hall
A marketing information system (MIS) consists of
people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.
A marketing intelligence system is a set of
procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment.
©2000 Prentice Hall
Defining the Problem & Research
Objectives
Exploratory
Research
•Sheds light on problem suggest solutions or
new ideas.
Descriptive
Research
•Ascertain magnitudes.
Causal
Research
•Test cause- and-effect
relationships.
•Tests hypotheses about causeand-effect relationships.
©2000 Prentice Hall
Research Approaches
Observational
Focus-group
Survey
Behavioral
Experimental
©2000 Prentice Hall
Secondary-Data Sources
Internal Sources
 Government Publications
 Periodicals and Books
 Commercial Data
 On-Line
 Associations
 Business Information

©2000 Prentice Hall
The Marketing Research
Process
Defining the
problem and
research
objectives
Developing
the research
plan
Present the
findings
©2000 Prentice Hall
Collect the
information
Analyze the
information
Good Marketing Research:
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains “healthy” skepticism
Is ethical
©2000 Prentice Hall
Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space
U.S.A.
level
Region
Territory
Customer
All sales
Industry sales
Company sales
Product
level
Product line sales
Product form sales
Product item sales
Short run
©2000 Prentice Hall
Medium run Long run
Time level
Demand
Company
Demand
Market
Demand
©2000 Prentice Hall
Estimating Current Demand
Total Market Potential
 Area Market Potential
 Industry Sales
 Market Share

©2000 Prentice Hall
Estimating Future Demand
Survey of Buyers’ Intentions
 Composite of Sales Force Opinion
 Expert Opinion
 Past Sales Analysis
 Market Test Method

©2000 Prentice Hall
Review
Components of a marketing information
system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

©2000 Prentice Hall