Marketing Information Systems and Marketing Research

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Marketing Information Systems and Marketing
Research
Role Obtain external perspective Hurdles 1)
From local, national, to global markets, 2) From
buyer needs to buyer wants, and 3) From price to
non-price competition. Challenge Gather/sort/eval
uate and distributed needed, timely and accurate
information to support marketing decision making.
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Marketing Information System

• Consists of
• People, equipment and procedures.
• Supports
• Analysis, planning, implementation and control.
• About Developments
• Marketing Environment (target markets,
  channels, competitors, publics and
  macroenvironment forces).

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Marketing Intelligence System
Internal Records Results Data Intelligence
Systems Happening Data Procedures/sources
about everyday information about developments in
the marketing environment. Scanning the
Environment 1) Undirected Viewing 2)
Conditioned Viewing 3) Informal Search 4)
Formal Search
4
Marketing Intelligence System
Improving Quality/Quantity of Information 1)
Train/motivate sales team, 2) Motive
Distributors/retailers, 3) Purchase information,
and 4) Establish internal marketing
information center.
5
Marketing Research System
Systematic design/collection/analysis and
reporting of data/finding to a specific marketing
situation facing a company.
Marketing Research Firms 1) Syndicated Service
Research Firms 2) Custom Marketing Research
Firms 3) Specialty-Line Marketing Research
Firms Scope of Marketing Research Large range
of activities/techniques.
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Marketing Research System
Characteristics of Good Marketing Research 1)
Scientific Method 2) Research Creativity 3)
Multiple Methods/Sources 4) Interdependence of
Models Data 5) Value Cost of Information 6)
Healthy Skepticism 7) Ethical Marketing
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Marketing Researcher Challenge Conventional
Marketing Wisdom
1) A brands best prospects are the heavy buyers
in the category. 2) The more appealing a new
product is, the more likely it will be a
success. 3) The effectiveness of advertising is
revealed by how memorable and persuasive it
is. 4) A company is wise to spend the major
portion of its research budget on focus groups
and qualitative research.
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Issues in the Use of Marketing Research

• Intrusions on Consumer Privacy
• Misguided beliefs Low Response Rates
• Corrections a) Verify Research Program, and b)
  Adopting ethical standards.
• Misuse of Research Findings
• Concocted research findings
• Code of Research Ethics.

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Overcoming Barriers to the Use of Marketing
Research
1) A Narrow Conception of Marketing Research 2)
Uneven Caliber of Marketing Researchers 3) Late
and Occasionally Erroneous Finding by Marketing
Research 4) Personality and Presentational
Differences