Lecture Basic Marketing: A global managerial approach - Chapter 4: Using marketing information to make better decisions

In this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins).

Using Marketing

Information to Make

Better Decisions

Marketing Information Systems

Market

Research

Studies

Internal

Data

Sources

External

Data

Sources

Databases

Decision Support System (DSS)

Marketing Manager Decisions

Outcomes

Marketing Models

Information Technology Specialists

Inputs

?

Answers

Feedback

Informatio

n Sources

Questions and Answers

Decisio n

Exhibit 4­1

Solving the Problem

Defining

the

Problem

Analyzing

the Situation

Getting Problem-Specific Data

Inter-preting Data

Early Identification

of Solution

Feedback to Previous Steps

Marketing Research Process

Exhibit 4­2

Data Sources

Inside Company

Outside Company

Observation

Questioning

Primary Data Sources

All

Data

Sources

Sources of Data

Collecting Data

Primary Methods

for Collecting Survey Data

Mail

Telephone

Personal Interview

Key Issues

in Data Interpretation

Population

Confidence Intervals

Validity Sample

Interpreting Data