MGKT Chapter 9
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Marketing Decision Support Systems
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Characteristics of Marketing Decision Support Systems
The creation of a large computerized file of customers’ and potential customers’profiles and purchase patterns.
The key tool for successful one-to-one marketing
The process of planning, collecting, and analyzing data relevant to a marketing decision.
The Role of Marketing Research
The Importance of Marketing Research
Improve quality of decision making
Focus on keeping existing customers
Understand changes in marketplace
Sources of Secondary Data
Internal Corporate Information
Trade and Industry Associations
Advantages of Secondary Data
Saves time and money if on target
Aids in determining direction for primary data collection
Pinpoints the kinds of people to approach
Serves as a basis of comparison for other data
Disadvantages of Secondary Data
May not give adequate detailed information
May not be on target with the research problem
Quality and accuracy of data may pose a problem
Information collected for the first time. Used for solving the particular problem under investigation.
Advantages of Primary Data
Answers a specific research question
Data are current
Source of data is known
Secrecy can be maintained
Disadvantages of Primary Data
“Piggybacking” may confuse respondents
Quality declines if interviews are lengthy
Reluctance to participate in lengthy interviews
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
An interview question that encourages an answer phrased in respondent’s own words.
An interview question that asks the respondent to make a selection from a limited list of responses
Scaled- Response Question
A closed-ended question designed to measure the intensity of a respondent’s answer.
A research method that relies on three types of observation:
people watching people
people watching an activity
machines watching people
The study of human behavior in its natural context; involves observation of behavior and physical setting.
A sample in which every element in the population has a known statistical likelihood of being selected.
A sample arranged so that every element of the population has an equal chance of being selected.
Any sample in which little or no attempt is made to get a representative cross-section of the population.
A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher.
Error when there is a difference between the information desired and the information provided by research
Error when a sample somehow does not represent the target population.
Error when a sample drawn from a population differs from the target population
Error because the selected sample is an imperfect representation of the overall population
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Advantages of Internet Surveys
Rapid development, Real-time reporting
Personalized questions and data
Improved respondent participation
Contact with the hard-to-reach
Uses of the Internet by Marketing Researchers
Conduct focus groups
Other types of marketing research
Role of Blogs in Marketing Research
Refined technologies allow companies to mine data available in Internet blogs.
Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it).
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
MGKT Chapter 9
Cards from Chapter 9 slides