Components of a System Components of a System Decision Support System Decision Support System Dissemination Dissemination to decision to decision makers makers Marketing Marketing Information Information System System Integration Integration with plan with plan Marketing Marketing Database Database Marketing Database Marketing Database Decision Support System Decision Support System External components External components Q Q Secondary data Secondary data Q Q Purchase of Purchase of syndicated syndicated commercial data commercial data Q Q Marketing research Marketing research Internal components Internal components Q Q Sales analysis Sales analysis Q Q Cost analysis Cost analysis Q Q Financial records Financial records Consumer Survey Research Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Criteria Direct/Cold Mailing Mail Panels Telephone Personal In- Home Mall Intercept Complexity and versatility Not much Not much Substantial, difficult to use Highly flexible Most flexible Quantity of data Substantial Substantial Short Greatest quantity Limited to < 25 minutes Sample control Little Substantial Good, nonlisted a problem Greatest controls Problematic Quality of data Better for sensitive questions, no claifier Clear up ambiguities, socially accepted answers Cheating Unnatural testing bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Speed Several weeks + follow ups Several weeks 3-4 weeks Faster than mail, sl ow e r tha n telephone A few days Cost $2.50 per interview Lowest Not as low as mail Relatively expensive Less expensive than in-home Uses Executive, industrial, medical, readership All areas Studies that require national samples Product testing Pervasive-concept te sts, na m e te sts, package tests, copy tests Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Q Q The consistency of The consistency of measurement over measurement over time time Q Q Validity Validity Q Q Reliability Reliability Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Q Q The accuracy in The accuracy in measuring what is measuring what is intended to be intended to be measured measured Q Q Reliability Reliability Q Q Validity Validity Secondary Research Secondary Research Secondary Research Consumer Research Consumer Research www.stat www.stat - - usa.gov usa.gov www.yahoo.com www.yahoo.com www.altavista.com www.altavista.com www.lycos.com www.lycos.com www.census.gov www.census.gov . claifier Clear up ambiguities, socially accepted answers Cheating Unnatural testing bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Speed Several weeks + follow ups Several weeks 3-4 weeks Faster than