营销学教学课件（英文版）pom12_media04.pptVIP

Managing Marketing Information ( Wavy: MIS MR ) 4 Assessing Marketing Information Needs Marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies Assessing Marketing Information Needs Developing Marketing Information Marketers can obtain information from(MIS): Internal data Marketing intelligence Marketing research information analysis Developing Marketing Information Marketing Research Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization Developing Marketing Information Marketing Research Steps in the marketing research process Defining the problem and research objectives Developing the research plan Implementing the plan Interpreting and reporting the findings Developing Marketing Information Marketing Research 1. Defining the Problem and Research Objectives Types of objectives Exploratory research Descriptive research Causal research Developing Marketing Information Marketing Research Defining the Problem and Research Objectives Exploratory research is the gathering of preliminary information that will help to define the problem and suggest hypotheses Descriptive research is to describe things such as market potential for a product or the demographics and attitudes of consumers who buy the product Causal research is to test hypotheses about cause-and-effect relationships Developing Marketing Information Marketing Research 2. Developing the Research Plan Research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gathe