In this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins).
Chapter 4: Using Marketing Information to Make Better Decisions For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Informatio n Sources Market Research Studies Internal Data Sources External Data Sources Exhibit 41 42 New Information Marketing Information Systems Questions and Answers Marketing Models Decisio n Maker Result s Answers ? Inputs Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Information Technology Specialists Feedback For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Marketing Research Process Early Identification of Solution Defining the Problem Analyzing the Situation Getting ProblemSpecific Data Interpreting Data Solving the Problem Feedback to Previous Steps Exhibit 42 43 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Sources of Data Secondary Data Sources Outside Company All Data Sources Primary Data Sources 44 Inside Company Observation Questioning For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Collecting Data Mail Primary Methods for Collecting Survey Data Telephone Personal Interview 45 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Interpreting Data Population Key Issues in Data Interpretation Sample Confidence Intervals Validity 46 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ...Informatio n Sources Market Research Studies Internal Data Sources External Data Sources Exhibit 41 42 New Information Marketing Information Systems Questions and Answers Marketing Models... Sources of Data Secondary Data Sources Outside Company All Data Sources Primary Data Sources 44 Inside Company Observation Questioning For use with Shapiro, Wong, Perreault, and McCarthy texts... n Maker Result s Answers ? Inputs Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Information Technology Specialists Feedback For use with Shapiro, Wong, Perreault,