4 Marketing Research and Information Systems Philip Kotler and Gary Armstrong 100920094439 Phpapp02

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PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter 4 Marketing Research and Information Systems
The Importance of Information
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Marketing Environment
Customer Needs
Why Information Is Needed

Strategic Planning
Competition
What is 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. Function: Assess, Develop and Distribute Information.
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The Marketing Information System

Marketing Managers
Marketing Decisions and Communications Marketing Information System
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Distributing Information
Assessing Information Needs

Developing Information
Information Analysis
Internal Data
Marketing Research
Marketing Intelligence
Marketing Environment
Functions of a MIS: Assessing Information Needs
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Conduct Interviews and Determine What Information is Desired, Needed, and Feasible to Obtain.
Monitors Environment for Information Managers Should Have
Examine Cost/ Benefit of Desired Information
Functions of a MIS: Developing Information

Obtains Needed Information for Marketing Managers From the Following Sources
Internal Data
Collection of Information from Data Sources Within the Company From: Accounting, Sales Force, Marketing, Manufacturing, Sales
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Marketing Intelligence
Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies
Marketing Research
Design, Collection, Analysis, and Reporting of Data about a Situation
Functions of a MIS: Distributing Information
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Information Must be Distributed to the Right Managers at the Right Time.
Distributes Routine Information for Decision Making
Distributes Nonroutine Information for Special Situations
The Marketing Research Process

Defining the Problem and the Research Objectives
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Developing the Research Plan
Implementing the Research Plan
Interpreting and Reporting the Findings
Marketing Research Process

Step 1. Defining the Problem & Research Objectives
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Exploratory Research
Gathers preliminary information that will help define the problem and suggest hypotheses.
Descriptive Research
Describes things such as consumers attitudes and demographics or market potential for a product.
Causal Research
Test hypotheses about causeand-effect relationships.

Step 2. Develop the Research Plan
Determine the Specific Information Needed Secondary
Information that has been previously collected.
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Primary
Information collected for the specific purpose at hand.
Both Must Be: Relevant Accurate Current Impartial
Primary Data Collection Process

Step 1. Research Approaches
Observational Research
Gathering data by observing people, actions and situations (Exploratory)
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Survey Research
Asking individuals about attitudes, preferences or buying behaviors (Descriptive)
Experimental Research
Using groups of people to determine cause-and-effect relationships (Causal)

Step 2. Contact Methods
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Contact Methods
M a il F le x ib ility Q u a n tity o f D a ta C o lle c te d C o n tro l o f In te rv ie w e r C o n tro l o f S a m p le S p e e d o f D a ta C o lle c tio n R e s p o n s e R a te Cost Poor G ood E x c e lle n t F a ir Poor F a ir G ood T e le p h o n e G ood F a ir F a ir E x c e lle n t E x c e lle n t G ood F a ir P e rs o n a l E x c e lle n t E x c e lle n t Poor F a ir G ood G ood Poor O n lin e G ood G ood F a ir Poor E x c e lle n t G ood E x c e lle n t

Step 3. Developing a Sampling Plan
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Probability or Non-probability sampling?
Who is to be surveyed?
Sample representative segment of the population

How should the sample be chosen? How many should be surveyed?

Step 4. Research Instruments
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Research Instruments
Questionnaire
What
Mechanical Devices
People
to ask? Form of each question? Wording? Ordering?
Meters Grocery Scanners Galvanometer Tachistoscope

Step 3. Implementing the Research Plan
Collection of Data Processing of Data Analyzing the Data
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Research Plan

Step 4. Interpreting and Reporting Findings
Interpret the Findings Draw Conclusions Report to Management
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4-1

Philip Kotler and Gary Armstrong

Chapter 4 Marketing Research and Information Systems

The Importance of Information

Why Information Is Needed

What is a Marketing Information System (MIS)?

The Marketing Information System

Assessing Information Needs

Functions of a MIS: Assessing Information Needs

Monitors Environment for Information Managers Should Have

Examine Cost/ Benefit of Desired Information

Functions of a MIS: Developing Information

Functions of a MIS: Distributing Information

Information Must be Distributed to the Right Managers at the Right Time.

Distributes Routine Information for Decision Making

Distributes Nonroutine Information for Special Situations

The Marketing Research Process

Developing the Research Plan

Implementing the Research Plan

Interpreting and Reporting the Findings

Marketing Research Process

Test hypotheses about causeand-effect relationships.

Marketing Research Process

Both Must Be: Relevant Accurate Current Impartial

Primary Data Collection Process

Primary Data Collection Process

Primary Data Collection Process

Probability or Non-probability sampling?

Sample representative segment of the population

Primary Data Collection Process

to ask? Form of each question? Wording? Ordering?

Meters Grocery Scanners Galvanometer Tachistoscope

Marketing Research Process

Marketing Research Process

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