Marketing Information and

Research
Knowledge is power

Steps in the marketing research process

Online research
 Marketing Information System
Marketing information system (MIS): procedure
developed by a firm to continuously gather, sort,
analyze, store, and distribute relevant and timely
marketing information to its mangers.
MIS has three important components:
1.data
2. computer hardware and software to analyze th
e data and create reports
3.MIS experts who actually handle the necessary
report generation
 Marketing Information System
Internal data system
Intranet: an internal corporate
communication network that uses Internet
technology to link company departments,
employees, and databases.
Market intelligence system: a method by
which marketers get information about
everyday happenings in the marketing
environment.
 Marketing Research
Marketing Research: the process of collecting,
analyzing, and interpreting data about
customers, competitors, and the business
environment in order to improve marketing
effectiveness.
Syndicated research: research by firms that
collect data on a regular basis and sell the
reports to multiple firms.
Custom research: research conducted for a
single firm to provide specific information its
managers need.
 Steps in Marketing Research
Process
1. Define the problem
Specify the research objectives
Identify the consumer population of
interest
Place the problem in an environmental
context
 Steps in Marketing Research
Process
2. Determine the research design
Research design: a plan that specifies what
information marketers will collect and what type
of study they will do.
Secondary data: data that have been collected
for some purpose other than the problem at
hand
Primary data: data from research conducted to
help in making a specific decision
 Steps in Marketing Research
Process
3. Choose the data collection method
Communication methods:
mail questionnaires
telephone interviews
face-to-face interviews
online questionnaires

Observational methods
 Steps in Marketing Research
Process
4. Design the sample
Sampling: the process of selecting respondents who st
atistically represent a larger population of interest.
Probability sampling: a sample in which each member
of the population has some known chances of being in
cluded.
( simple random sample)
Nonprobability sampling: a sample in which personal j
udgment is used in selecting respondents.
(convenience sample)
 Steps in Marketing Research
Process
5. Collect the data

Translation (if necessary)

Combining data from multiple sources (if

available)
 Steps in Marketing Research
Process
6. Analyze and interpret the data

Tabulation and cross-tabulation

Statistical analysis
Description of patterns of results
 Steps in Marketing Research
Process
7. Prepare the research report

Executive summary
Description of methodology
Discussion of results
Limitations
Conclusions and recommendations
 Topic for In-class Discussion
Are you willing to divulge personal
information to marketing researcher? How
much are you willing to tell, or where
would you draw the line?
 Todays Assignment
Your firm is planning to begin marketing a
consumer product in several global
markets. You have been given the
responsibility of developing plans for
marketing research to be conducted in
South Africa, in Russia, or in China. In a
role-playing situation, present the
difficulties you expect to encounter, if any,
in conducting research in each of these
areas.