Lamb N9
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A decision support system (DSS) provides marketing managers with easy access to data to help make marketing decisions. It allows interactive exploration of data to answer "what if" questions. Marketing research involves collecting and analyzing data to address specific marketing problems and inform decision making. It follows steps including defining the problem, designing the research, collecting and analyzing data, and reporting results. The internet has greatly impacted marketing research by facilitating online surveys, focus groups, and easier access to secondary data sources. Scanner-based research also provides useful insights by monitoring consumer purchase behavior and relating it to marketing mix variables.
Lamb N9
- 1. ision Support Systems Marketing Research KEEY THERM! KEEY CONCEPTS L01 marketing information everyday Explain the concept and purpose of a marketing decision support system. A decision support system (DSS) makes data instantly available to information about marketing managers and allows them to manipulate the data themselves to developments in the marketing make marketing decisions. Four characteristics make a DSS especially useful to marketing environment that managers use to managers: They are interactive, flexible, discovery oriented, and accessible. Decision prepare and adjust marketing plans support systems give managers access to information immediately and without outside decision support system (DSS) assistance. They allow users to manipulate data in a variety of ways and to answer "what if" an interactive, flexible, computerized questions. And, finally, they are accessible to novice computer users. information system that enables managers to obtain and manipulate information as they are making Define marketing research and explain its importance to marketing decisions decision making. Marketing research is a process of collecting and analyzing database marketing the creation data for the purpose of solving specific marketing problems. Marketers use of a large computerized file of marketing research to explore the profitability of marketing strategies. They can examine customers' and potential customers' why particular strategies failed and analyze characteristics of specific market segments. profiles and purchase patterns Managers can use research findings to help keep current customers. Moreover, marketing research allows management to behave proactively, rather than reactively, by identifying L0 2 marketing research the process of planning, newly emerging patterns in society and the economy. collecting, and analyzing Describe the steps involved in conducting a marketing research data relevant to a marketing decision project. The marketing research process involves several basic steps. First, the researcher and the decision maker must agree on a problem statement or set L0 3 marketing research problem determining of research objectives. The researcher then creates an overall research design to specify what information is needed how primary data will be gathered and analyzed. Before collecting data, the researcher and how that information can be decides whether the group to be interviewed will be a probability or nonprobability obtained efficiently and effectively sample. Field service firms are often hired to carry out data collection. Once data have been collected, the researcher analyzes them using statistical analysis. The researcher then marketing research objective the specific information needed to solve prepares and presents oral and written reports, with conclusions and recommendations, a marketing research problem; the to management. As a final step, the researcher determines whether the recommendations objective should be to provide insightful were implemented and what could have been done to make the project more successful. decision-making information management decision problem Discuss the profound impact of the Internet on marketing a broad-based problem that uses research. The Internet has simplified the secondary data search process, placing marketing research in order for more sources of information in front of researchers than ever before. Internet managers to take proper actions survey research is surging in popularity. Internet surveys can be created rapidly, are reported secondary data data previously in real time, are relatively inexpensive, and are easily personalized. Often researchers use the collected for any purpose other than Internet to contact respondents who are difficult to reach by other means. The Internet can the one at hand also be used to conduct focus groups, to distribute research proposals and reports, and to marketing research aggregator facilitate collaboration between the client and the research supplier. a company that acquires, catalogs, reformats, segments, and resells Discuss the growing importance of scanner-based research. reports already published by marketing research firms A scanner-based research system enables marketers to monitor a market panel's research design specifies exposure and reaction to such variables as advertising, coupons, store displays, which research questions must be packaging, and price. By analyzing these variables in relation to the panel's subsequent answered, how and when the data buying behavior, marketers gain useful insight into sales and marketing strategies. will be gathered, and how the data will be analyzed e scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.