Week 5 Information systems consumer information systems If you call on the phone and you order a pizza somewhere or if you email your order in it is certainly likely your order is likely to be put into some sort of database and saved three major components of a total information system for an organization highly interdependent if there s weakness in one of them it ll hurt the other two information is being gathered or collected and it s flowing into the organization info about consumers and consumer purchases or other dimensions of consumer behavior or something going on in the marketing environment Such as laws or changes in the laws regulations or regulatory actions Marketing Research info collected as needed by decision makers to help them 2 type of marketing research Exploratory research conducted to gather more info about a problem or make a tentative hypothesis more specific Conclusive research designed to verify insights through objective procedures and to help marketers in making decisions 5 steps phases of the marketing research process Locating and defining defining the problem Designing research questions derived from the problem itself Collecting two major types of data Secondary data data that someone else has already collected census data when government orgs collect data that s available to anyone collected every ten years but updated periodically Open publications open to everyone sometimes require subscription Trade publications publications by trade associations or trade organizations Since already collected by people theres going to be some bias built into it Primary data data that you have to collect 4 methods of collecting primary data Observation method Experiments Focus groups Surveys variety of different types of surveys telephone mail online or personal interviews need to develop a questionnaire Step 1 think about and consider the types of info you want to collect Step 2 think about the kinds of questions you need to ask to get the info you want a 2 types of questions a Close ended question also called objective questions or restricted answer b Open ended question Sequence questions so you start out with easy questions pilot test to administer the questionnaire to a few people who have the characteristics of people in the population that you re going to be aiming at important to do to questionnaire Sampling plan has three components to it First component describe the population who are they What are their characteristics EX women in 18 to 24 years of age that live in Texas Second component you have to indicate how many people are going to be in the sample Third component indicate how you re going to select the sample from the population EX random sample convenient sample not random based upon the ease of selection Interpreting assign meanings to findings and perform accuracy checks on our calculations Reporting reporting the findings Executive summary summarizes the research questions