Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice

Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice. In this chapter, the following content will be discussed: Information system, databases, decision support systems, marketing decision support systems,...

Leone and Day 

Twelfth Edition

Chapter Two

Marketing Research in Practice

Marketing Research in Practice

Decision Support Systems (DSS)

• DSS models are developed and adapted to support each firm’s  own decision problems

• Used to retrieve data, transform it into usable information, and  disseminate it to users

• Allow managers to interact directly with database 

• Provides a modeling function to help interpret retrieved 

information

Marketing Decision Support Systems

• Combines marketing data  from diverse sources into a  single database, enabling  product managers, sales  planners, market 

researchers, financial  analysts, and production  schedulers to share 

information

Marketing Decision Support Systems (Cont.)

Managers’ need for decision­relevant information:

Characteristics of MDSS

Components of MDSS

Comparison of Brand Performance with Industry Trend

Gaining Insights from a MDSS

Participants in Marketing Research Activities

• Marketing research department

• Sales analysis group

• Accounting department

• Research consultants

• Marketing research suppliers

• Advertising agencies

Information Suppliers and Services

Factors Influencing Choice of Information Supplier

Growth in Research Spending in United States

Type and Nature of Services

Type and Nature of Services (Contd.)

Criteria For Selecting External Suppliers

Steps in deciding if supplier can deliver promised 

data, advice, or conclusions:

Career Opportunities in Marketing

End of Chapter Two