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

Chapter 8:
  

Improving Decisions
with Marketing
Information

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Chapter 8 Objectives
When you finish this chapter, you should
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.

8­2

5.  Understand the role of 
observing, questioning, and 
using experimental methods 
in marketing research.
6. Understand the important new 

terms.

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Informatio
n
Sources
Market
Research
Studies
Internal
Data
Sources
External
Data
Sources

Exhibit 8­1
8­3

New Information

Marketing Information Systems
Questions
and
Answers
Marketing

Models

Decisio
n
Maker

Result
s

Answers

?
Inputs
Databases

Decision
Support
System
(DSS)

Marketing
Manager
Decisions

Outcomes

Information
Technology
Specialists
Feedback

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Marketing Research Process
Early
Identification
of
Solution

Defining
the
Problem

Analyzing
the
Situation

Getting
ProblemSpecific
Data

Interpreting
Data

Solving
the
Problem

Feedback to Previous Steps
Exhibit 8­2
8­4

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Sources of Data
Secondary
Data
Sources

Inside Company

Outside Company

All
Data
Sources
Primary
Data
Sources

Observation

Questioning

Exhibit 8­3

8­5

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Collecting Data

Mail

Primary
Methods
for
Collecting
Survey
Data

Telephone

Personal
Interview

8­6

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill

Interpreting Data
Population

Key Issues
in Data
Interpretation

Sample

Confidence
Intervals

Validity
8­7

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Key Terms
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
8­8

Research Proposal
Qualitative Research
Focus Group Interview 
Quantitative Research 
Response Rate
Consumer Panels
Experimental Method
Statistical Packages
Population
Sample
Random Sampling
Confidence Intervals
Validity
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill