mkis and mr tomar ji
- 1. Marketing Information Systems Marketing Research What is Marketing Research? Process Terminology Techniques MKIS - Marketing Information Systems What is MKIS Components of an electronic MKIS
- 2. Marketing Research ‘ the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’ American Marketing Association
- 3. The Marketing Research Process Set objectives Define research Problem Assess the value of the research Construct a research proposal Specify data collection method Specify techniques of measurement Select the sample Data collection Analysis of results Present in a final report
- 4. Terminology of Marketing Research Primary data - collected firsthand Secondary data - already exists, desk research Quantitative research - statistical basis Qualitative research - subjective and personal sampling - studying part of a ‘population’ to learn about the whole
- 5. Marketing Research Techniques Interviews face-to-face telephone postal questionnaire Attitude measurement cognitive component (know/believe about an act/object) affective component (feel about an act/object) conative component (behave towards an object or act)
- 6. Likert scale strongly agree agree neither agree nor disagree disagree strongly disagree Semantic differential scales - differences between words e.g. practical v impractical Projective techniques sentence completion psychodrama (yourself as a product) friendly martian (what someone else might do)
- 7. Group discussion and focus group Postal research questionnaires Diary panels - sources of continuous data In-home scanning - hand-held light pen to scan barcodes Telephone research Observation home audit direct observation In-store testing
- 8. What is MKIS? ‘ MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’ American Marketing Association
- 9. The components of a computerised MKIS Model Bank Data Bank Statistical Bank MKIS Display unit Marketing Manager
- 10. The components of a computerised MKIS Data bank - raw data e.g historical sales data, secondary data Statistical bank - programmes to carry-out sales forecasts, spending projections A model bank - stores marketing models e.g Ansoff’s matrix, Boston Matrix Display unit - VDU and keyboard