Beruflich Dokumente
Kultur Dokumente
7
chapter
Prepared by
Deborah Baker
Texas Christian University
An interactive, flexible
computerized information
system that enables
managers to obtain and
manipulate information as
they are making decisions.
Flexible
Discovery-Oriented
Characteristics
of a
DSS System Accessible
Marketing Research
has three roles:
Descriptive Predictive
Diagnostic
Trace problems
Government Agencies
Commercial Publications
News Media
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Advantages of Secondary Data
Sites of Interest to
Marketing Researchers
Discussion Groups
Commercial Portals
Speed
Cost-effectiveness
Broad geographic scope
Accessibility
Honesty
No Ambiguous Language
Qualities Unbiased
of
Good
Questionnaires Reasonable Terminology
Types of People
Observation Watching Audits
Research an Activity
Researchers posing as
customers who gather
observational data about
a store and collect data
about customer/employee
interactions.
Universe Sample
Probability
Samples
Non-Probability
Samples
Sampling Error
Frame Error
Errors
Associated
with Sampling
Random Error
Provide
Focus group facilities
Mall intercept locations
Test product storage
Kitchen facilities
Retail audits
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Cross-Tabulation
Reduced costs
Improved respondent
participation
Collaboration in the
management of a research project
Other Internet
Uses Data management and
by Marketing on-line analysis
Researchers
Publication and distribution
of reports
Viewing of presentations of
marketing research surveys
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Learning Objective
Experts Newspapers/Periodicals