Marketing for MOSTModule 05 – Marketing Information Systems

技術経営コンソーシアム

開発担当者 ： Ritsumeikan Asia Pacific University 　教授 : Takamoto, Akihiro

更新日 October, 2003

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

1. Marketing Information Systems

2. Marketing Research Process

3. Research Objectives

4. Data Sources

5. Research Approaches for Primary Data Collection

6. Research Instruments and Contact Methods

7. Pitfalls of Marketing Research

8. Discussion

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

Internal Records + Marketing Intelligence + Marketing Research

M.I.S =

(Philip Kotler)

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

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

M.I.S

(Philip Kotler)

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

Examples are: sales, costs, cash flows, production schedules, shipments, inventories, competitor activities, customer demographics, psychographics, buying behavior, customer satisfaction, service problems.

Internal Records

(Philip Kotler)

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

Everyday information about developmentsin the marketing environment that helpmanagers prepare and adjust marketing plans.

MarketingIntelligence

(Philip Kotler)

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

The Systematic design, collection and analysisand reporting of data relevant to specificmarketing situation facing and organization.

MarketingResearch

(Philip Kotler)

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Information Systems

Practice:

The terms Marketing Research and Market Research are used inter-changeably in general.

But,

Some Markets, however, differentiate these terms.

WHAT WOULD BE THE DIFFERENCE?

Marketing for MOST: Module 5 – Marketing Information Systems

Marketing Research ProcessDefine the problem

& research objectives

Develop theResearch

Plan

Collect the

Information

Analyze theInformation

Present theFinding

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives:

• Exploratory Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives:

• Exploratory Research

• Descriptive Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives

• Exploratory Research

• Descriptive Research

• Causal Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives:

“Marketing Research to gatherpreliminary information that will helpdefine problems and suggest hypotheses.”

• Exploratory Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives:

“Marketing Research to betterdescribe marketing problems, situations or markets, such as themarket potential for a product orthe demographics and attitudes ofconsumers.”

• Descriptive Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Three Types of Objectives:

“Marketing Research to testhypotheses about cause-and-effect relationships.”

• Causal Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Objectives

Practice:

Show an example for each of the three types of marketing research.

Marketing for MOST: Module 5 – Marketing Information Systems

Data Sources

Information collected for the specificpurposes at hand.

• Primary Data

Marketing for MOST: Module 5 – Marketing Information Systems

Data Sources

Information that already existssomewhere, having been collected for another purpose.

• Secondary Data

Marketing for MOST: Module 5 – Marketing Information Systems

Research Approaches for Primary Data Collection

Three Types of Approaches:

Marketing for MOST: Module 5 – Marketing Information Systems

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Observational Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Observational Research

• Survey Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Observational Research

• Survey Research

• Experimental Research

Marketing for MOST: Module 5 – Marketing Information Systems

“The gathering of primary data byobserving relevant people, actions, and situations”.

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Observational Research

Marketing for MOST: Module 5 – Marketing Information Systems

“The gathering of primary data by asking people questions about theirknowledge, attitudes, preferences,and buying behavior”.

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Survey Research

Marketing for MOST: Module 5 – Marketing Information Systems

“The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling relatedfactors, and checking for differencesin group responses”.

Research Approaches for Primary Data Collection

Three Types of Approaches:

• Experimental Research

Marketing for MOST: Module 5 – Marketing Information Systems

Research Methods and Contact Methods

The Questionnaire:• Open-end(ed) Questions

• Closed-end(ed) Questions

Practice:• Discuss the pro’s and cons of open-ended questions

and closed-ended questions.

• What is a “questionable” questionnaire?

Marketing for MOST: Module 5 – Marketing Information Systems

Research Methods and Contact Methods

Aided Recall

Unaided Recall

versus

Marketing for MOST: Module 5 – Marketing Information Systems

Research Methods and Contact Methods

Sampling Plan:– Sampling Unit

– Sample Size

Sampling Procedures:

– Probability Sampling

• Simple random sample

• Stratified random sample

– Non-probability sampling

• Convenience sample

• Judgement sample

Marketing for MOST: Module 5 – Marketing Information Systems

Research Methods and Contact Methods

Contact Methods:• Mail Questionnaires

• Telephone Interviewing

• Personal Interviewing

• Group Interviewing

– (focus group interviewing)

• Internet

Marketing for MOST: Module 5 – Marketing Information Systems

Pitfalls of Marketing Research

Where are they hidden and how do you fall into them?

• Mini Case 1: The birth and demise of New Coke and the revival of Coke. (Ref-1)

• Are Hong-Kong people not honest?(Ref-2)

• Househusbands have the brightest children. (Ref-3)

Marketing for MOST: Module 5 – Marketing Information Systems

Discussion

a) Review the comments/questions raised by students as shown in the attachment, and discuss them.(REF)

b) What are your comments or questions on the subject of this module?