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Marketing Marketing information system
Information

MIS consists of people, equipment, and procedures to

gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing decision
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makers.

A good MIS... Developing needed information

balances users’ information desires against
Source for marketing information
what they need and what is feasible to offer

Internal Databases

Marketing Marketing
Intelligence Info
Marketing
Research
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Internal database
• Is company competitive advantages
• Cheap and quick

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Internal database Marketing Intelligent

Disadvantages: The systematic collection and analysis of
• Incomplete information publicity available information about
consumers, competitors and developments in
• Wrong form for decision making the marketplace
• Timeliness of information
• Amount of information
To:
• Need for sophisticated equipment and
• Improve market understanding
techniques
• Assessing and tracking competitors’ actions
• Provide early warnings of opportunities and threats

Marketing Research
the systematic design,
collection, analysis, and
reporting of data relevant
to a specific marketing
situation

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Marketing Research Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

Research Objectives Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL EXPLORATORY DESCRIPTIVE CAUSAL

To define problem and suggest the research To describe things

question

Research Objectives Step 2: Developing the research plan

RESEARCH PLAN

MARKETING How will it be What is the

What info do we
obtained? budget?
EXPLORATORY DESCRIPTIVE CAUSAL PROBLEM need?

To test the hypothesis

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Information source Data Sources

SECONDARY PRIMARY Collected for
Already on-hand a different
purpose

Secondary
Data
Easy and cheap Risks of being
inaccurate, old,
irrelevant
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Data Sources Primary Data Collection

Research
approaches
Collected for Tailored to new
new research problem Contact
plan
Primary methods

Data Sampling plan

Costly Takes time
Research
instruments
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

How Pepsi won the battle but lost the challenge

Research approaches
Ethnographic Observational

Survey Experimental

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Contact methods
Mail
Telephone
Personal interview
Focus Group

Personal-Focus Groups

Online Research

Internet Online
surveys interview
Good information quality
But:
- Expensive and time consuming Online Online focus
- Hard to generalize from a small sample
- Consumers not always open and honest
experiments groups

Online Research https://thanhnien.vn/cong-nghe/tri-tue-nhan-tao-thong-tri-moi-linh-

vuc-trong-thap-nien-qua-nhu-the-nao-1164326.html

Advantages Disadvantages

• Low cost • Hard to control

• Speed • Lack of interaction
• Higher response rates • Privacy
• Good for hard to
reach groups

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https://compamarketing.com/blog/social-
media/thuat-toan-facebook/
Sampling plan
• Who is to be studied?
• How many people to be studied?
• How should the people be chosen?

Select Sample Marketing Research Instruments

…..a segment of the population selected to
represent the population as a whole Questionnaires Mechanical Instruments
Most common Checkout scanners
Flexible administration People meters
Non-probability
Probability sample: Need careful wording Physiological measures
sample:
- Simple random Can use closed-end or
- Convenient
- Stratified random open-end questions
- Judgment
- Cluster
- Quota

Implementing the marketing

research
Collecting the information

Processing the information

Analyzing the information

Interpret findings

Draw conclusions

Report to management