MKT CH:9 – Decision support systems and market research

Marketing Decision and Support Systems
accurate and timely information is the lifeblood of marketing decision making.
Marketing Information
everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.
Marketing Decision Support System
The system most commonly used today for gathering information.
Decision Support System (DSS)
interactive, flexible, computerized information system. Allows managers to obtain and manipulate info as they are making decisions.
DSS Characteristics
1) interactive.
2) flexible.
3) discovery oriented
4) accessible
Marketing Research
the process of planning, collecting, and analyzing data relevant to a marketing decision.
Virtually all firms that have adopted the marketing concept engage in what?
Engage in some kind of marketing research because it offers decision makers many benefits.
Advantages of Internet surveys
-rapid development and real time reporting
– dramatically reduces costs
– personalized ?’s and data
– improved respondent participation
– contact with the hard to reach
Benefits of online focus groups
better participation rates.
cost effective.
broad geographic scope.
accessibility
honesty.
When should marketing research be conducted?
When managers have several possible solutions.
database marketing
the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
marketing research problem
determining what information is needed and how that information can be obtained efficiently and effectively.
marketing research objective
the specific information needed to solve a marketing research problem; the objective should be to provide the insightful decision- making information.
management decision problem
a broad-based problem that uses marketing research in order for managers to take proper actions.
secondary data
data previously collected for any purpose other than the one at hand.
marketing research aggregator
a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.
research design
specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
primary data
information that is collected for the first time; used for solving the particular problem under investigation.
survey research
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
mall intercept interview
a survey research method that involves interviewing people in the common areas of shopping malls.
computer-assisted personal interviewing
an interviewing method in which the interviewer reads questions from a computer screen and enters the responden’s data directly into the computer.
central location telephone facility (CLT)
a specially designed phone room used to conduct telephone interviewing.
executive interview
a type of survey that involves interviewing business people at their offices concerning industrial products or services.
focus group
7-10 people who participate in a group discussion led by a moderator.
open ended question
an interview question that encourages an answer phrased in the respondents own words.
close ended question
an interview question that asks the respondent to make a selection from a limited list of responses.
scaled response question
a closed ended question designed to measure the intensity of a respondent’s answer.
observation research
a research method that relies on 4 types of observation:
– people watching people.
-people watching an activity
-machines watching people.
-machines watching an activity.
mystery shoppers
researchers posing as customers who gather observational data about a store.
behavioral targeting (BT)
a form of observation marketing research that uses data mining coupled with identifying web surfers by their IP address.

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