Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice. In this chapter, the following content will be discussed: Information system, databases, decision support systems, marketing decision support systems,...
Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Two Marketing Research in Practice Marketing Research 12th Edition Marketing Research in Practice Marketing Research 12th Edition Information System • A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers Marketing Research 12th Edition Databases Contain 3 types of information: • Recurring daytoday information • Intelligence relevant to the future strategy of the business • Research studies that are not of a recurring nature Marketing Research 12th Edition Decision Support Systems (DSS) • • DSS models are developed and adapted to support each firm’s own decision problems Used to retrieve data, transform it into usable information, and disseminate it to users • Allow managers to interact directly with database • Provides a modeling function to help interpret retrieved information Marketing Research 12th Edition Marketing Decision Support Systems • Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information Marketing Research 12th Edition Marketing Decision Support Systems (Cont.) Managers’ need for decisionrelevant information: Marketing Research 12th Edition Characteristics of MDSS Marketing Research 12th Edition 10 Components of MDSS Marketing Research 12th Edition 11 Components of MDSS (Contd.) Manager Modeling Display Analysis Database Environment Marketing Research 12th Edition 12 Comparison of Brand Performance with Industry Trend Marketing Research 12th Edition 13 Gaining Insights from a MDSS Marketing Research 12th Edition 14 Participants in Marketing Research Activities Information Users • General management • Planning • Marketing and sales managers • Product managers • Lawyers Information Suppliers: Inside the Company Information Suppliers: Outside the Company • Marketing research department • Research consultants • Sales analysis group • Marketing research suppliers • Accounting department • Advertising agencies • Corporate strategic planning Marketing Research 12th Edition 15 Information Suppliers and Services Marketing Research 12th Edition 16 Factors Influencing Choice of Information Supplier Marketing Research 12th Edition 17 Growth in Research Spending in United States Marketing Research 12th Edition 18 Type and Nature of Services Marketing Research 12th Edition 19 Type and Nature of Services (Contd.) Marketing Research 12th Edition 20 Criteria For Selecting External Suppliers Steps in deciding if supplier can deliver promised data, advice, or conclusions: Marketing Research 12th Edition 21 Career Opportunities in Marketing Research • Marketing Research Analyst • Marketing Information Manager • Project Manager • Director of Market Research • Research Account Manager • Research Analyst • Methodologist Marketing Research 12th Edition 22 End of Chapter Two Marketing Research 12th Edition ...2 Chapter Two Marketing Research in Practice Marketing Research 12th Edition Marketing Research in Practice Marketing Research 12th Edition Information System • A continuing and interacting structure of people, ... Performance with Industry Trend Marketing Research 12th Edition 13 Gaining Insights from a MDSS Marketing Research 12th Edition 14 Participants in Marketing Research Activities Information Users... Factors Influencing Choice of Information Supplier Marketing Research 12th Edition 17 Growth in Research Spending in United States Marketing Research 12th Edition 18 Type and Nature of Services Marketing