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information decision makers. This system of information gathering has to be dome on an on-going basis
The MKIS collects information and the information is only given to the marketing department for decision making
The Management Information System (MIS) gathers information and gives it to all departments across the company for decision making
MKIS is responsible to give the marketing manager the type and quantity of information which will allow the marketing manager to carry out the work
refers to publicly available information about competitors and developments in the marketing environment. the company gather the data through primary research.
It is the systemic design, collection , analysis and reporting of data The data is relevant to a specific marketing situation facing an organisation. Companies use marketing research in a wide variety of situations. For example, a company assess the: market potential of a market, understand customers needs & purchase power measure the effectiveness of its 4P plans
it is important for a company to know exactly what is the problem the company is facing and its cause. The company will make a decision through the previous errors
STEP
2: Research Objectives
Developing the Research Plan based on the type of research objective a company will be able to decide the type of information it is looking for
Causal research
a researcher will gather data to test hypotheses about cause-and effect relationships
the researcher must determine the exact information needed, develop a plan for gathering it efficiently and present the plan to the management The research plan outlines sources of existing data, spells out the specific research approaches, contact methods, sampling plans and any instruments that the researchers will use in gathering the data
this is data that already exists. A researcher only needs to know where the data is kept and access it form there online database, government agencies, business publications and public libraries
Advantages can be obtained quickly, it is relatively cheap to obtain it is quite convenient for the researcher to obtain it
Disadvantages the data may be outdated, the original researcher may have collected the data in order to prove a certain point and data may be kept in the wrong form
Survey research
Experimental research
gather descriptive data. For example would use to gather data on peoples knowledge, attitudes, preferences or buying behaviour it is best used when a researcher wants to gather data to prove a relationship between two or more variables.
Contact methods:
Mail questionnaire the researcher prepares a questionnaire and mails it to peoples houses. The respondents fill up the questionnaire and mail it back to the researcher Telephone interviewing the researcher uses the telephone to reach members of the population he wants to do research on Personal interviewing the researcher collects data by face to face interviews with members of the population he is interested in. The researcher can either interview one person at a time or get a group of six to eight people and carry out the interview
every member of the population has a known and equal chance of being selected to be a part of the sample the population is divided into mutually exclusive groups e.g. age, location, race the population is divided into mutually exclusive groups e.g. blocks and the researcher draws a sample of the groups to interview
Cluster sample-
the researcher selects the easiest population members from which to obtain information
Judgment sample
the researcher uses his own judgment to select the sample of the population from whom he will obtain information
in person, by phone or through the mail it can detect the degree of sweating of a subject when he or she is exposed to an advertisement or a picture. It can also measure a persons strength of interest or emotions when a subject is exposed to an advertisement or a picture they study a subjects eye movement when he or she is exposed to an advertisement or a picture it flashes an advertisement or picture on to a screen in front of a subject and then the subject is queried by the researcher as to what he or she saw
Eye camera
Tachistoscope
The researcher puts the research plan into action. This involves collecting, processing and analysing the information. Data collection can be carried out by the companys marketing research staff or by an outside research agency. This is possibly the most expensive stage in the marketing research process.
STEP 7: Interpreting and reporting the findings The researcher has to interpret the findings, draw conclusions and report them to the management. The researcher should not try to overwhelm the managers with too many numbers and fancy statistical tools. It is far more important for the researcher to present findings which a manager can use in making the major marketing decisions. It would be ideal if the researcher and the marketing manager could work together to interpret the findings of the research