marketing information systems
those which feed internal company data, information gathered via marketing intelligence or marketing research activities, and information found via searching acquired databases into special software programs, which when queried by analysts, generate repor
Internal Company Data
Uses information within the company to produce reports on the results of sales & marketing activities
intranet
internalized portion of the Internet, protected from outside access, for employees
Internal data
When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, this is an example of::
marketing information system
made up of internal company data, marketing intelligence, marketing research, acquired databases.
marketing intelligence
method marketers use to get information about everyday happenings in the marketing environment
marketing intelligence
Gathered via monitoring everyday sources, observation, and discussions with salespeople or others. outsourced
Acquired Databases
External databases can be used to collect a variety of information from different sources.External databases can be used to collect a variety of information from different sources
sold by a variety of non-competing businesses and by other entities, such a
data mining
Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
market research
Collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness
Marketing research process
1. identify and formulate problem/ opportunity 2. plan the research design and gather data 3. specify the sampling procedures 4. collect data 5. analyze data 6. prepare and present report
exploratory (qualitative) research
Focus groups
Case studies
Ethnography
Descriptive (quantitative) Research
Cross-sectional designs systematically use instruments such as questionnaires to systematically collect information from one or more consumer samples at a single point in time. Longitudinal studies attempt to track changes over time, by collecting data fr
casual research
Marketing research to test hypotheses about cause-and-effect relationships
survey methods
Research methods that rely on questionnaires to collect research data (telemarketing, mail intercept, telephone interviews, online)
observational research
Data collection method where the researcher records consumers' behaviors, often without their knowledge
( personal and mechanical)
personal observation
An observational research strategy in which human observers record the phenomenon being observed as it occurs.
unobtrusive measure
measuring traces of physical evidence that remain after some action has been taken
mechanical observation
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed.
online research
collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior
marketing research design
Primary data typically takes the form of either exploratory research, descriptive research, or causal research.