Information Technology and Marketing Research

1
Chapter 5

• Information Technology and Marketing Research

2
Objectives

• Explain relationship between information
  decision making
• Understand importance of worldwide information
  systems
• Describe decision support systems
• Link marketing research and decision making
• Understand marketing research process
• Discuss exploratory research
• Define secondary data
• Discuss surveys, observation, and experiments
• Introduce sales forecasting

3
Information Basis ofEffective Marketing
Key Information Needs
4
Information Systems
5
Information Systems Data

• Key requirements
• pertinent
• timely
• accurate

• Types
• Primary gathered and assembled for project at
  hand.
• Secondary previously collected and assembled

6
Information Systems Decision Support Systems
7
Information Systems Databases

• a collection of data arranged in a logical manner
  and organized in a form that can be stored and
  processed by a computer
• e.g. customer names, addresses, zip codes,
  previous purchases, etc.

8
Information Systems Databases

• External
• Commercial organizations
• Governments
• Trade associations

• Internal
• Accounting data
• Transaction data
• Function specific data

9
Information Systems Data Warehousing Data
Mining
The use of powerful computers and relational
database software to dig through exceedingly
large volumes of data to discover patterns of
behavior.
10
Information Systems Marketing Research

• Systematic objective
• Generates new information
• Use to make marketing decisions

11
Information Systems Marketing Research
Unbiased
Valid
Key Requirements
Relevant
Reliable
12
Information Systems Marketing Research - Stages
1. Defining the problem
2. Plan research design
3. Sample selection
4. Data collection
5. Data analysis
6. Conclusions reporting
7. Following up
13
Information Systems Marketing Research Process -
Stage One
Define Problem

• May be opportunities
• Symptoms vs. problems
• Situation Analysis
• Exploratory research?
• State research objectives
• Well-constructed, testable hypothesis

14
Information Systems Marketing Research Process -
Stage Two
Define Problem
Research Design

• Master plan
• Data collection analysis
• Secondary and/or primary data?

15
Information Systems Marketing Research Process -
Stage Two Secondary Data

• Internal Records
• Customer records
• Financial statements
• Inventory records
• Research reports
• Credit data
• POS register information

• External Sources
• Government sources
• Trade Association statistics
• Commercial sources
• Internet sources
• www.loc.gov

16
Information Systems Marketing Research Process -
Stage Two Research Design

• Surveys
• Telephone
• Mail
• Personal interviews
• Door-to-door
• Shopping malls
• FAX
• Internet (ResearchWeb)

• Observation
• Traffic counts
• Mystery shoppers
• People meter
• In store movement
• Focus groups

17
Information Systems Marketing Research Process -
Stage Two Experimentation
Marketplace or Field
Laboratory
18
Information Systems Marketing Research Process -
Stage Three
Define Problem
Research Design
Selecting A Sample

• Sample vs. census
• Who should be sampled?
• Sample size?
• Sample selection
• Probability or non probability sampling method

19
Information Systems Marketing Research Process -
Stage Four and Five
Define Problem
Research Design
Selecting A Sample
20
Information Systems Marketing Research Process -
Stage Six and Seven
Define Problem
Research Design
Selecting A Sample
Collecting Data
Data Analysis
Conclusions Report
Follow up
21
Information Systems Sales Forecasting
Break Down
Build-Up
Firm
Indiv.
Territory
Industry
US GDP
Total Sales
22
Information Systems Sales Forecasting Methods

• Executive opinion
• Sales force composite
• Survey of customers
• Projection of trends
• Analysis of market factors

23
Information Systems Sales Forecasting Methods
24
Review

• Explain relationship between information
  decision making
• Understand importance of worldwide information
  systems
• Describe decision support systems
• Link marketing research and decision making
• Understand marketing research process
• Discuss exploratory research
• Define secondary data
• Discuss surveys, observation, and experiments
• Introduce sales forecasting