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1. Marketing Research and Information Systems

4. The Marketing Information System

5. Functions of a MIS: Assessing Information Needs Benefit Cost Information Managers Would Like to Have What They Really Need & What is Feasible to Offer

6. Functions of a MIS: Developing Information Information Needed by Managers Can be Obtained From: Internal Data Computerized Collection of Information from Data Sources (i.e. Accounting) Within the Company. Marketing Research Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization. Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment (i.e. Technological).

9. The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan -- collecting and analyzing the data Interpreting and reporting the findings

12. Develop the Research Plan Gathering Secondary Information Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data. Secondary Both Must Be: Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand. Primary

13. Develop the Research Plan Planning Primary Data Collection Research Approaches Observational Research Gathering data by observing people, actions and situations (Exploratory) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal) Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive ) Most Widely Used Form

14. Develop the Research Plan Planning Primary Data Collection Contact Methods

15. Develop the Research Plan Planning Primary Data Collection Who is to be surveyed? (What Sampling Unit?) How many should be surveyed? How should the sample be chosen? Probability or Non-probability sampling? Sample - representative segment of the population Sampling Plans

18. Marketing Research Process Step 3. Implementing the Research Plan Collecting the Data Processing the Data Analyzing the Data Research Plan

19. Step 4. Interpreting and Reporting Findings Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management. Step 1. Interpret the Findings Step 2. Draw Conclusions Step 3. Report to Management