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In chapter 8, you will know about marketing information systems; understand a 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.
Chapter 8: Improving Decisions with Marketing Information For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter Objectives When you finish this chapter, you should 1. Know about marketing information systems 2. Understand a scientific approach to marketing research 3. Know how to define and solve marketing problems 4. Know about getting secondary and primary data 82 5. Understand the role of observing, questioning, and using experimental methods in marketing research 6. Understand the important new terms For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Informatio n Sources Market Research Studies Internal Data Sources External Data Sources Exhibit 81 83 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 only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 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 82 84 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Sources of Data Secondary Data Sources Inside Company Outside Company All Data Sources Primary Data Sources Observation Questioning Exhibit 83 85 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Collecting Data Mail Primary Methods for Collecting Survey Data Telephone Personal Interview 86 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Interpreting Data Population Key Issues in Data Interpretation Sample Confidence Intervals Validity 87 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms Marketing Information System (MIS) Intranet Decision Support System (DSS) Search Engine Marketing Model Marketing Research Scientific Method Hypotheses Marketing Research Process Situation Analysis Secondary Data Primary Data 88 Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Random Sampling Confidence Intervals Validity For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... Exhibit 8 2 8 4 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Sources of Data Secondary Data Sources Inside Company Outside Company All Data... Primary Data Sources Observation Questioning Exhibit 8 3 8 5 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Collecting Data Mail Primary... 8 8 Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Random Sampling