Marketing bán hàng - Chapter 8: Improving decisions with marketing information

Chapter 8: Improving Decisions with Marketing InformationWhen you finish this chapter, you should8-2Chapter 8 Objectives 1. Know about marketing information systems.2. Understand a scientific approach to marketing research.3. Know how to define and solve marketing problems.4. Know about getting secondary and primary data.5. Understand the role of observing, questioning, and using experimental methods in marketing research.6. Understand the important new terms.Marketing Information Systems8-3Exhibit 8-1MarketResearchStudiesInternalDataSourcesExternalDataSourcesDatabasesDecisionSupportSystem(DSS)MarketingManagerDecisionsOutcomesMarketingModelsInformationTechnologySpecialistsInputs?AnswersNew InformationFeedbackInformationSourcesQuestionsand AnswersDecisionMakerResultsDefiningtheProblemAnalyzingtheSituationGettingProblem-SpecificDataInter-pretingDataSolvingtheProblemEarlyIdentificationofSolutionFeedback to Previous Steps8-4Exhibit 8-2Marketing Research ProcessSecondaryDataSourcesInside CompanyOutside CompanyObservationQuestioningPrimaryDataSourcesAllDataSources8-5Exhibit 8-3Sources of DataCollecting Data8-6PrimaryMethodsforCollectingSurveyDataMailTelephonePersonalInterviewKey Issuesin DataInterpretationPopulationConfidenceIntervalsValiditySampleInterpreting Data8-7Research ProposalQualitative ResearchFocus Group Interview Quantitative Research Response RateConsumer PanelsExperimental MethodStatistical PackagesPopulationSampleRandom SamplingConfidence IntervalsValidityMarketing Information System (MIS)IntranetDecision Support System (DSS)Search EngineMarketing ModelMarketing ResearchScientific MethodHypothesesMarketing Research ProcessSituation AnalysisSecondary DataPrimary DataKey Terms8-8