Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice
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Marketing Research
Aaker, Kumar,
Leone and Day
Twelfth Edition
Instructor’s
2
Chapter Two
Marketing Research in Practice
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Marketing Research in Practice
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Information System
•
A continuing and interacting structure of people,
equipment, and procedures, designed to gather,
sort, analyze, evaluate, and distribute pertinent,
timely, and accurate information to decision
makers.
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Databases
Contain 3 types of information:
•
Recurring daytoday information
•
Intelligence relevant to the future strategy of the business
•
Research studies that are not of a recurring nature
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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
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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
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Marketing Decision Support Systems (Cont.)
Managers’ need for decisionrelevant information:
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Characteristics of MDSS
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Components of MDSS
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Components of MDSS (Contd.)
Manager
Modeling
Display
Analysis
Database
Environment
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Comparison of Brand Performance with Industry Trend
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Gaining Insights from a MDSS
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Participants in Marketing Research Activities
Information Users
•
General management
•
Planning
•
Marketing and sales managers
•
Product managers
•
Lawyers
Information Suppliers:
Inside the Company
Information Suppliers:
Outside the Company
•
Marketing research department
•
Research consultants
•
Sales analysis group
•
Marketing research suppliers
•
Accounting department
•
Advertising agencies
•
Corporate strategic planning
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Information Suppliers and Services
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Factors Influencing Choice of Information Supplier
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Growth in Research Spending in United States
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Type and Nature of Services
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Type and Nature of Services (Contd.)
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Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised
data, advice, or conclusions:
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Career Opportunities in Marketing
Research
•
Marketing Research Analyst
•
Marketing Information Manager
•
Project Manager
•
Director of Market Research
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Research Account Manager
•
Research Analyst
•
Methodologist
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End of Chapter Two
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