Snezha Hristova
Mind Map by , created more than 1 year ago

Business/Economics Mind Map on Marketing Research and Information Systems, created by Snezha Hristova on 08/03/2017.

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Snezha Hristova
Created by Snezha Hristova about 8 years ago
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Vương Dũng
Vương Dũng
over 2 years ago (edited)
Hi, I've just took a look through your resources and I was impressed by your note. I just need to know if you could tell me the marketing book that you used for learning and captured picture. Please help me on this and thank you very much.
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Marketing Research andInformation SystemsWhat?Why?How?How many?How?QualitativevsQuantitativeresearchProblemsMarketinginformationsystemA system in which marketing informationis formally gathered, stored, analyzed,and distributed to managers in accordwith their informational needs on aregular planned basisIts design and quality affecteffectiveness ofdecision-makingTransforms datafrom externalenvironment intoinformation fordecision-makingInternal continuousdataInternal ad hocdataEnvironmentalscanningMarketing researchContinuous marketing and financial data whichis transformed for the needs of the marketingmanagersStore and analyse salesforcedata to increase effectiveness ofsalesforceProvides an early warning systemfor the potential threats to thecompany's products andmarketing in the futureEnables the organization to act to,rather than react to, opportunities andthreatsFocuses on the longtermThe gathering of data andinformation about markets andconsumer reactions to variousmarketing mix decisionsFocuses more on the shorttermTypes:Externalcontinuous datasourcesExternal ad hocdataTelevision audiencemonitoring, consumer panelswhere household purchasesare recorded over time,loyalty cards, e-commerceSurveys for specific marketing issues like usage andattitude studies, advertising and product testing, andcorporate image researchTelephone interviewsand face-to-faceattitude surveys(traditional methods)Email surveys and online polls; real-time audio and online video discussions; digitaldiscussion groups in social media (modern methods)The Importance ofMarketing ResearchTo gather information on whatthe consumer actually wantsso to implement themarketing conceptApproaches to ConductingMarketing ResearchIn-house -personallyIn-house - using a market researchdepartmentUsing a market researchdepartment and a marketingresearch agencyUsing the full servicesof a marketingresearch agencyHas marketing staff but has low or no marketingbudget so marketers conduct the research themselvesDisadvantage: responses may be biased throughrespondents' awareness of who is asking thequestionsFeasable when sample sizes aresmall and staff is trained andskilledHiring marketing research executive who has professional specialist skills. He can design,implement and present marketing research surveys to marketing managementDesign and analyse the studyin-house Hire marketing agencyfor fieldworkThe company provides only itsrequirements for the marketingresearch, everything else ishandled by the agencyTypes of Marketing ResearchAd hocreseachContinuousresearchFocuses on a specific marketingproblem and collects data at onepoint in time from one sample ofrespondentsCustom-designedstudiesOmnibusstudiesBased on specific needsof client. Can beexpensiveA regular survey, usually operated by a marketingresearch specialist company, which asks questionsof respondents for several clients on the samequestionnaire (face-to-face or telephone interviewquestionnaire)Questionnaire space is bough bymany clients so they benefit fromcost sharingGathersinformation fromexternal sources onan ongoing basisConsumerpanelsRetailauditsTelevision viewershippanelsMarketingdatabasesCustomerrelationshipmanagement systemsWebsiteanalysisHousehold consumers who provideinformation on their purchases over timeDiaries are most widely used. Nowadays, moredigital and online technology is involved in the datacollection processOnline face-to-face sessions are used for gatheringconsumers' top-of-the-mind data (Ideation panelsessions)Tracking the sales of products through retailoutlets (e.g. supermarkets) by laser scanningthe barcodesCan't get data on brand loyalty and switching butprovide accurate assessment on sales achieved by storeMeasure audience size. The electronic equipment in the panelmembers' home registers who is watching television, whatthey are watching, when channels are changed, when theviewer leaves the room and moreCommercial breaks are allocated rating points,which are the currency by which televisionadvertising is bought and judgedLoyaltycardsInformation isused to producepersonalizedmarketing andsales promotioninitiativesData generated at different stages (customeraquisition, retention and relationshipdevelopment) needs to be brought together intoan integrated systemCan create competitiveadvantage through gainingconsumer insightExample: most frequently accessed item onpage, length of stay, when products arepurchased; how well the site loads anddownloads, ranking in search results ofsearch engines, number of links from othersitesStages in the MarketingResearch Progress?!. Researchplanning2. Exploratoryresearch3. Main data-collectionstage4. Data analysis andinterpretation5. Report writing andpresentation1.1. Initialcontact1.2. Researchbrief1.3. ResearchproposalThe company contacts its internal marketingresearch department or an external marketingagency. Discuss the nature of the problem andthe client's research needsExplain themarketing problem,the researchobjectives and whatthe results will beused forProvideinformation:Backgroundinformation(product's historyand competitivesituation)Sources ofinformationThe scale of the project (has implications for theresearch design and survey costs)ThetimetableGiven by the client. Should bein written form to minimizemisunderstandingsSuggestions forgood researchbuyDefine termsclearlyBeware of researchers whobend research problems so thatthey can use their favouritetechniqueDo not be put off by seeminglynaive researchers who ask whatappear to be simple questionsBrief two or threeagenciesCan lead toirrelevantinformation andunnecessaryexpenseDefines what the marketingresearch agency promises to dofor its client, and how much itwill costShould be in writtenform to minimizemisunderstandingsShouldinclude:AstatementofobjectivesWhat will bedoneTimetableCostsUnambiguous description of theresearch design: survey method,type of sample, size of sample,how fieldwork will be controlledTips forproposalassessmentBewareofvaguenessBewareofjargonBewareof whatismissingMeans the agencyitself does notknow what to doexactlyThe preliminaryexploration of a researcharea prior to the maindata-collection stagePurpose is to avoid omittingimportant things from theresearch and to avoid admittingunnecessary things, i.e. getacquainted with the market andalso to understand the peoplewho are to be interviewed inthe third stageSecondaryresearchQualitativeresearchConsultation withexpertsObservationData that have already beencollected by another researcher foranother purposeInternal records,reports and previousown researchGovernment and EUstatisticsMarketreportsMarketdirectoriesNewspapers,journals,magazinesInternetBe carefulfor infocredibilityNecessary so primary research doesn'tcover what is already available insecontary sourcesAims to understand consumers'attitudes, values, behaviours andbeliefs (small sample)Focus groupsIn-depthinterviewsEthnography6-12 people discussing anaspect of a company'smarketingThere is a moderator/groupleader who is often apsychologistCan be helpful in the laterdesign of the questionnairewhich can be morerespondent-orientated ratherthan marketer-orientatedCons: interpretation of results is highlysubjective, results' quality depends onmoderator's skills, small sample size =>difficult generalization, research may be biasedbecause of "research groupies" who return againand againInternet canbe anadvantage1-2-hour individualinterview about onetopicUsed when group interactioncan negatively influence theresults, researchers areinterested in the individualanswers, and whenorganizing a group is notfeasibleGeneralizationof resultsshould behandled withcareDone with actual and potentialbuyersNot necessarilypart of the targetmarketThey can providevaluable backgroundinformation, and can beuseful for predictingfuture trends anddevelopmentsWhen product fieldis unfamilliarMystery shoppers - trainedpeople who act like normalcustomers but ask specificquestions to assess thequality of the serviceWatchingpurchasingbehaviourA form of qualitative research which involves detailedand prolonged observation of consumers in the situationswhich inform their buying behaviourMethods: direct observation, interviews, video and audiorecordingsTypesResearchdesignDescriptiveresearchExperimentalresearchThe samplingprocessThe surveymethodQuestionnairedesignQuantitativeresearch methodsare mostappropriate. Thereare exceptionsQuantitative research is astructured study of small orlarge samples using apredetermined list ofquestions or criteriaDescribes consumers' beliefs, attitudes, preferencesand behaviourEstablish cause and effect by eliminating other explanations of the changes in thedependent variabeSelection of a sub-set of the total population in order tointerview them1. Define the population,which is the subject ofthe research2. Search for samplingframe3. Select thesampleSpecify samplingmethodDetermine samplesizeA list/record of the chosenpopulation from which asample can be selectedRandom samplingStratified random samplingQuota samplingEveryone on the list has anequal chance of selectionPopulation is broken down into groups andrandom selection is carried out within the groupsThere is no sampling frame (list) but the %of groups within the population is knownThe representative groups within thesample must be in the same ratioNot everyone has an equal chance ofselection but is much less expensiveThe larger the size,the more correct therepresentation isIn practice, it is based on the balance betweensampling (statistical) error and cost considerationsFace-to-face interviewsTelephone interviewsMail surveysInternet surveysEthical issues in Marketing ResearchIntrusions on privacyMisuse of marketingresearch findings (biases)Informationgathering aboutcompetitorsSelling under the guise ofmarketing researchWith careCommon mistake is inferring cause and effect when only arelationship has been establishedContents of report:Title pageList of contentsPreface (brief, objectives, scopeand method of research)Summary of conclusionsand recommentationsPrevious related researchResearch methodResearch findingsConclusionsAppendicesEnsures that each group is represented in the sampleObjectve: to close the gap between what people say they do and what they actualy doDouble click this nodeto edit the textClick and drag this buttonto create a new node