Lecture Basic Marketing: A global-managerial approach: Chapter 8 - William D. Perreault, E. Jerome McCarthy

In chapter 8, you will know about marketing information systems; understand a 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.

Improving Decisions

with Marketing

Information

Chapter 8 Objectives

1  Know about marketing 

information systems.

2   Understand a scientific 

approach to marketing 

research.

3   Know how to define and 

solve marketing problems.

4   Know about getting 

secondary and primary data.

5   Understand the role of  observing, questioning, and  using experimental methods 

in marketing research.

6  Understand the important new  terms.

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

Informatio

n Sources

Questions and Answers

Decisio n Maker Result s

the

Problem

Analyzing

the Situation

Getting Problem-Specific Data

Inter-preting Data

Solving the Problem

Early Identification

of Solution

Feedback to Previous Steps

Exhibit 8­2

Marketing Research Process

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

Research Proposal Qualitative Research Focus Group Interview  Quantitative Research  Response Rate

Consumer Panels Experimental Method Statistical Packages Population

Sample Random Sampling Confidence Intervals Validity

Marketing Information 

System (MIS)

Intranet

Decision Support System (DSS)

Search Engine

Marketing Model

Marketing Research

Scientific Method

Hypotheses

Marketing Research Process

Situation Analysis

Secondary Data

Primary Data

Key Terms