The document discusses marketing information systems and market research. It provides details on marketing intelligence systems, which gather everyday information about market developments. It also describes database marketing, secondary research sources, sampling methods for primary research, and the purposes and advantages/disadvantages of conducting market research.
4. The Marketing Information System
Marketing Marketing
managers Marketing Information System environment
Developing information Test
Analysis markets
Assessing Internal Marketing
Planning information Marketing
needs records intelligence
channels
Implemen-
tation Competitors
Control Marketing
Publics
Distributing
decision Marketing
information support research
Macro-
analysis environment
forces
Marketing decisions and communication
5. Marketing Intelligence System
A marketing intelligence system is a set of
procedures and sources used by managers to
obtain everyday information about developments
in the marketing environment.
Marketing managers collect marketing intelligence
by reading books, newspapers, and trade
publications; talking to customers,
suppliers, and distributors; checking
Internet sources; and meeting with other
company managers.
6. Marketing Intelligence System
Train and motivate the sales force to spot and report new
developments.
Motivate distributors, retailers, and other intermediaries to
pass along important intelligence.
Learn about competitors by purchasing their products;
attending trade shows; scanning Web sites; attending
stockholders’ meetings; talking to employees, dealers,
suppliers, and shippers; collecting rivals’ ads; and reading
business and trade publications.
Set up a customer advisory panel.
Purchase information from outside suppliers
Set up marketing information center to collect and circulate
marketing intelligence throughout the organization.
7. MDSS
Marketing decision support system (MDSS) is a
coordinated collection of data, systems, tools,
and techniques with supporting software and
hardware by which an organization gathers and
interprets information from business and the
environment and turns it into a basis for
marketing action
8. Marketing Research
Marketing research as the systematic design,
collection, analysis, and reporting of data and
findings that are relevant to a specific marketing
situation facing the company.
9. Differences between MR in B2B and B2C
Respondent differences;
Sample and sample size differences;
Content differences
10. Database Marketing
What to get?
How to get?
How to maintain and update?
How to use?
11. Database Marketing
What to get
Transaction history
Demographic: job position, job responsibilities, job
relationships, and contact addresses, decision maker,
purchaser, influencers, gate keeper, initiators
Psychographic information: attitude, belief,
opinion
12. How to get
Sales forces
Distributors
Trade shows
Customer database, software
Accounting information
15. Internal Sources
Company Accounts
Internal Reports and Analysis
Stock Analysis
Retail data - loyalty cards, till data,
etc.
16. External Sources
Government Statistics (ONS)
EU - Euro Stat
Trade publications
Commercial Data - Gallup, Mintel, etc.
Household Expenditure Survey
Magazine surveys
Other firms’ research
Research documents – publications,
journals, etc.
18. Market Research
Sampling Methods:
Random Samples – equal chance of anyone
being picked
May select those not in the target group –
indiscriminate
Sample sizes may need to be large
to be representative
Can be very expensive
19. Market Research
Stratified or Segment Random Sampling
Samples on the basis of a representative strata or
segment
Still random but more focussed
May give more relevant information
May be more cost effective
20. Market Research
Quota Sampling
Again – by segment
Not randomly selected
Specific number on each segment are interviewed,
etc.
May not be fully representative
Cheaper method
21. Market Research
Cluster Sampling
Primarily based on geographical areas or
‘clusters’ that can be seen as being
representative of the whole population
Multi-Stage Sampling
Sample selected from multi-stage
sub-groups
Snowball Sampling
Samples developed from contacts
of existing customers – ‘word of mouth’ type
approach!
23. Market Research
Primary Research
Firsthand information
Expensive to collect, analyse and evaluate
Can be highly focussed and relevant
Care needs to be taken with the approach and
methodology to ensure accuracy
Types of question – closed – limited
information gained; open – useful information
but difficult to analyse
24. Market Research
Quantitative and Qualitative Information:
Quantitative – based on numbers – 56% of 18
year olds drink alcohol at least four times a week
- doesn’t tell you why, when, how
Qualitative – more detail – tells you why, when
and how!
26. Market Research
Advantages of Market Research
Helps focus attention on objectives
Aids forecasting, planning and strategic
development
May help to reduce risk of new product
development
Communicates image, vision, etc.
Globalisation makes market information
valuable (HSBC adverts!!)
27. Market Research
Disadvantages of Market Research
Information only as good
as the methodology used
Can be inaccurate or unreliable
Results may not be what the business wants
to hear!
May stifle initiative and ‘gut feeling’
Always a problem that we may never know
enough to be sure!