Decision Support Systems and Marketing Research Marketing Decision Support Systems an interactive flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions Interactive Flexible Discovery oriented Accessible Database marketing the creation of a large computerized file of customers and potential customers profiles and purchase patterns Marketing research the process of planning collecting and analyzing data relevant to a marketing decision Role of marketing research o Descriptive gathering and presenting factual statements o Diagnostic explaining data o Predictive address what if questions Marketing Research Process o 1 define problem o 2 plan design primary data o 3 specify sampling procedure o 4 collect data o 5 analyze data o 6 prepare present report o 7 follow up Secondary Data data previously collected for any purpose other than the one at hand advantages saves time and money if on target serves as a basis of comparison for other data disadvantages may not give enough detailed data now easy to collect with the internet Sources o Internal corporate information o Government agencies o Trade and industry associations o Business periodicals o News media Marketing research aggregators acquire catalog reformat segment and resell reports already published by large and small marketing research firm Primary Data information collected for the first time Used for solving the particular problem under investigation o Advantages Answers specific research questions Current data Source of data is known Secrecy can be maintained o Disadvantages Can be very expensive Survey research most popular technique for gathering primary data in which a researcher interacts with people to obtain facts opinions and attitudes Forms in home interviews mail surveys mall intercept interviews executive interviews telephone interviews focus groups Questionnaire types Open ended question interview question that encourages an answer phrased in one s own words Closed ended question asks to make a selection from a Scaled response question designed to measure intensity limited list of responses of a answer Observation research research method that relies on four types of observation People watching people people watching activity machines watching people machines watching activity Mystery shoppers researchers posing as customers who gather observational data about a store Behavioral targeting form of observing marketing research that uses data mining coupled with identifying Web surfers by the IP addresses Ethnographic research study of human behavior in its natural context involves observation of behavior in physical settings Advantages of virtual shopping Creates environment with a realistic level of complexity and variety Allows quick set up and altering of tests Low production costs high flexibility Experiments used to gather primary data variables price package design shelf space advertising theme advertising expenditures Probability samples Simple random sample Stratified sample Cluster sample Systematic sample Non probability samples Convenience sample Judgment sample Quota sample Snowball sample Cross tabulation method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one of more other questions Internet surveys under some conditions can represent the entire population has replaced telephone interviews Advantages rapid development reduced costs personalized questions and data improved respondent participation contact with hard to reach Web community research A carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation o Engages customers achieves customer derived innovations establishes brand advocates offers real time results Consumer generated media media that consumers generate themselves and share among themselves Comes from blogs message boards and is highly trusted Scanner based research a system for gathering information from a single group of respondents by continuously monitoring the advertising promotion and pricing they are exposed to and the things they buy Behavior scan research program that tracks purchases of thousands of households through store scanners in each market o Can manipulate market variables to introduce new products and analyze real changes in consumer buyer behavior Info scan sales tracking service for the consumer packaged goods industry o Measures retail sales and promotional activity Competitive intelligence an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors Sources internet salespeople suppliers yellow pages trade shows gov agencies
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