Upload
binu-krishnan-g
View
217
Download
0
Embed Size (px)
Citation preview
8/2/2019 11- Marketing Research & MIS
1/15
Marketing Research
8/2/2019 11- Marketing Research & MIS
2/15
Marketing Information System
Consists of people, equipment, and procedures togather, sort, analyze, evaluate, and distributeneeded, timely and accurate information tomarketing decision makers.
Objective of MIS:To provide input from target markets, marketing
channels, competitors, publics, and other forcesfor creating , changing or improving the marketingdecisions.
8/2/2019 11- Marketing Research & MIS
3/15
TargetMarkets
MarketingChannels
Competitors
Publics
MacroEnvironmental
Forces
Analysis
Planning
Implementation
Control
InternalRecords
MarketingIntelligence
Marketing
ResearchSystem
Marketing Information System
Decision
SupportSystem
8/2/2019 11- Marketing Research & MIS
4/15
The inputs are provided through:Internal Record SystemMarketing Intelligence SystemMarketing Research SystemMarketing Decision Support System
Internal Record SystemAnalysis Information on orders, sales, prices, costs,
inventory levels, receivables, payables etc to findopportunities and problems
a) Order to Pay Cycleb) Sales information System
8/2/2019 11- Marketing Research & MIS
5/15
Marketing Intelligence System
A marketing intelligence system is a set of
procedures and sources managers use to obtaineveryday information about developments in themarketing environment.
How Marketing Intelligence is collected?How to improve?
Decision Support System/ Info. AnalysisInterprets relevant information from business andenvironment and turns it into a basis for marketingaction.
8/2/2019 11- Marketing Research & MIS
6/15
Databases:
Is the process of building, maintaining and using
customer databases and other databases (product,suppliers, resellers) for the purpose of contacting,
transacting and building customer relationships.
Database Mining:Marketers can extract useful information aboutindividuals, trends, and segments from the mass of
data. Data mining is done with the help of highlysophisticated statistical and mathematicaltechniques.
8/2/2019 11- Marketing Research & MIS
7/15
Data Warehouse:
Companys contact center captures information
every time a customer comes into contact with any
of its departments. This includes a customer
purchase, a customer-requested service call, anonline query etc. These collected data is stored in
data warehouse.
Eg: Banks and credit card companies, Telephone
companies.
8/2/2019 11- Marketing Research & MIS
8/15
Database Marketing:
Is the process of building, maintaining and using
customer databases and other databases (product,
suppliers, resellers) for the purpose of contacting,
transacting and building customer relationships.
Uses of databases
To identify prospects
To decide which customer should receive a
particular offer.
To deepen customer loyalty
To reactivate customer purchases
8/2/2019 11- Marketing Research & MIS
9/15
Market ResearchIs the gathering ,recording and analyzing ofmarket data to identify the present and potentialcustomers with their motives and buying habits.
Marketing ResearchThe systematic design, collection, analysis andreporting of data and findings relevant to a specific
marketing situation facing the company.
8/2/2019 11- Marketing Research & MIS
10/15
Marketing ResearchSystematic and intensive investigation.
To identify the present and potential customers and
their needs.
Better understanding and knowledge about the
present and future problems.Bridge the gap between marketers and customers.
Determine customers preferences with regard to
packaging, design, size, price, and other features ofproducts.
Profitability improvement.
8/2/2019 11- Marketing Research & MIS
11/15
Objectives of the Marketing Research
Marketing Research
Knowledge about the natureand composition of customers.
Developing Marketing Mix.
Anticipate Competitivemoves.
Probe what went wrong.
Marketing Strategy
8/2/2019 11- Marketing Research & MIS
12/15
The Marketing Research ProcessAn effective marketing research involves the six steps.
1.Define the Problem and the ResearchObjective
Problems should not be defined too broadly ortoo narrowly.
What is to be researched?
Why is to be researched ? Working backwards from the decisions.
8/2/2019 11- Marketing Research & MIS
13/15
2. Develop the Research Plani. Develop the most effective plan for gathering the
information.ii. Decisions on the data sources, researchapproaches, research instruments, sampling plan,and contact methods.
Data sources: Primary data or Secondary data.
Research Approaches for Primary data collection:
Observational Research, Focus Group Research,Survey Research, Behavioral Data, ExperimentalResearch.
8/2/2019 11- Marketing Research & MIS
14/15
Research Instruments:Questionnaires, Qualitative measures and
mechanical devices.
Sampling Plan:Sampling Unit: Who is to be surveyed?
Sample Size: How many people to be surveyed?Sampling Procedure: How should the respondentsbe chosen?
Contact methods:Mail Questionnaire, Telephone Interview, PersonalInterview, Online Interview.
8/2/2019 11- Marketing Research & MIS
15/15
3. Collect the information.
Data collection phase of marketing research is the
most expensive and most prone to error.
4. Analyze the Information.Extract findings from the collected data.
Develops different frequency distribution.
5. Present the findings.Researchers has to present findings that are
relevant for making marketing decisions.
6. Make the decisions.