Information Systems and Marketing Research

Concept and classification of Information Systems in Marketing

It is a systematic process of capture, management and analysis on issues relatin
g to the marketing of goods and services or to monitor the commercial effectiven
ess or to reduce the risk of occasional error on an issue that requires decision
making, both strategic and tactical level.
(Definition of American Marketing Association)
Occasional SIM
Permanent SIM
Classification of Information Systems in Marketing
SIM casual: it takes place at a particular time in order to obtain
information for specific decision making. It is what is commonly known as a "mar
ket survey"
Permanent SIM: a methodical and organized system for collecting information on a
regular basis aimed at determining the effectiveness of marketing activities of
the company.
SIM Design
Exploratory: The main objective is to "explore" a problem, have Exploratory
more information and to establish or define a working hypothesis. This is done a
t an early stage. • Acknowledge the problem • Identify possible courses of actio
n • Evaluation of courses of action • Selection of Conclusive courses of actio
n: it provides information that leads to conclusions relevant Concluding the fac
e of decisions that are faced. • Description: longitudinal or transverse • Causa
l: field or laboratory
Descriptive
The main objective is to know deeply the variables to study, define the characte
ristics of a phenomenon. Longitudinal sample is fixed in time on which shows the
evolution of certain variables. Eg Panel. Transverse: In this we analyze a seri
es of samples at a given time. Example: Market research.
Simile:
A longitudinal descriptive information system is like a movie. A cross-sectional
information system is like a photograph.
Causal
They ask "why." Studying the effect of a causal or independent variables on othe
r dependent variables. These "experiments." Of course: in a real situation. Eg m
arket test. Laboratory reproduce real situations by manipulating certain conditi
ons to observe its effects or consequences. Eg Brokers Repair.
Information Sources
Secondary data: pre-existing information, probably developed for other purposes.
Raw data obtained specifically for the problem under study.
The Marketing Information System (S.I.M.)
Directors of Marketing Management Analysis Planning Control
Assess the information needs
Marketing Strategy
Marketing Intelligence internal data
Channels Target Lobbying Competition macro Forces
Distribute information
Support marketing decisions
Marketing Research
The Marketing Information System (S.I.M.)
Directors of Marketing Management Analysis Planning Control
Assess the information needs
Marketing Strategy
Marketing Intelligence internal data
Competition Target Channels
Distribute information
Internal data system Support Groups Research interest-shipping-order system invo
ice marketing decisions marketing Sales Reporting System Forces
macro
The Marketing Information System (S.I.M.)
Directors of Marketing Management Analysis Planning Control
Assess the information needs
Marketing Strategy
Marketing Intelligence internal data
Channels Target Lobbying Competition macro Forces
Distribute information
Intelligence system, the Research Support marketing decisions marketing marketin
g sources and procedures used to obtain information about the business environme
nt
The Marketing Information System (S.I.M.)
System Decision Support Directors Marketing Management Analysis Planning Control
Distribute information to support marketing decisions marketing research
Assess the information needs
Joint Strategy models and statistical tools Marketing Intelligence Data executiv
es attending internal Target Marketing in the analysis of data channels in order
to improve their marketing decisions. Lobbying Competition macro Forces
marketing (S.A.D.E.M.)
The Marketing Information System (MIS), marketing information system design, col
lection, data analysis and information relevant to evaluate the data intelligenc
e to solve a specific need. Marketing internal problems
information
Directors of Marketing Management Analysis Planning Control
Target Marketing Strategy Competition Channels Lobbying macro Forces
Distribute information
Support marketing decisions
Marketing Research
Stages of Market Research
• There are six main steps to be taken for a R effective market:
- Define the objectives of the research - to collect and evaluate sources - Desi
gn a research study of a primary - to collect primary sources - Analyze the data
- Prepare a report on the results
SIM Design
Development Objectives
Collection of secondary sources of Qualitative Research Design • Method • Screen
er questionnaire • Discussion guide
Quantitative Research Design • Method • Sample design • Data collection instrume
nts collection of primary sources (usually done by a team of field)
Behavioral Research (using guided interviews) Data Analysis (Subjective)
Preparation of report
Exploratory
Data analysis (Objective)
Preparation of report
Developing Research Objectives
• Define the goals and objectives that support the development of a design suita
ble for market investifgación. • A mission statement helps define the type and l
evel of information required.
European secondary sources
•
Secondary information is any data source or created originally for some purposes
other than those raised by our research objectives. Provide clues, ideas and di
rection for the research design with primary sources.
•
Design Research Primary Sources
• • Qualitative studies that can be used to obtain new ideas. Quantitative studi
es focused on the collection of descriptive information.
Qualitative research
Qualitative information is one in which, whether or not expressed numerically, i
t is unknown how representative in relation to the population under study. The i
nformation collected is usually used primarily exploratory designs. Common metho
ds used are depth interviews and group meeting.
Method for qualitative data collection
In-depth interviews
Focus Groups
In-Depth Interview
• A long and unstructured conversation between an interviewer and a highly train
ed Int. • The Interviewer minimizes its involvement after establishing a general
and clear the purpose of the interview. • The in-depth interview can provide va
luable insights about the design of products and / or servcios, and may similarl
y provide clear evidence relating to the positioning or repositioning of the pro
duct or service.
For the use of language to avoid direct questions, personal references, ambigu
ous terms, objections, judgments of value ...
Recommendations in-depth interviews
For language nonverbal body care attitude, build confidence ...
The in-depth interview

Summarize reflection or communication simple reiteration of the interviewee, hig

hlighting the most important aspect or repeat the last words.

Reflection of feeling Clarify the message received, proposing a feeling or attit

ude.

Near Elucidation interpretation, to emphasize feelings or attitudes that are not

deducted directly from the words, but are deducted from the communication or it
s context.
Source: Rogers, Carl Ransom. "Client-centered counseling" 1951 www.inted.org
The group meeting (Focus group)
Group of people who meet to discuss in an open and unstructured on a particular
topic. The group is led by a moderator in a "non-directive" and generally consis
ts of a number of 8-10 people.
Basic principles of group action
An enabling environment of intimidation Leadership Reduction For
mulation Distributed Consensus clearly the aim of understanding the process Flex
ibility Continuous assessment
Source: Gibb, Jack R. (Ccoaut). "Manual of group dynamics," 1999.
Scope of the group meetings
Obtaining information prior to a determination study behaviors, attitudes, choic
es, beliefs, motivations, habits, identification of new product concepts Limitat
ion of an investigation Obtaining information
Quantitative Research Design
Method
Sample Design
Data collection instruments
Methods of data collection
Observation
Experimentation
Polls and Surveys
Observational Research
• It is very beneficial because it can be understood in depth between the people
and seeing them buying products and using the products. • Help researchers to t
ake advantage of a better understanding of what products symbolize • It is widel
y used by researchers working under the current interpretive.
Experimentation
• They can buy something mock test sales with products and / or services with mu
ltiple types of variables and attractive. • Only one variable is manipulated whi
le keeping other factors constant. • Can be addressed in a laboratory or field s
ales.
Polls and Surveys
Staff
Mail
Phone
Online
Comparative advantages among different types of surveys or polls
MAIL Cost Speed Flexible Response rate geographical
Monitoring interviewer bias interviewer
TELEPHONE Immediate Moderate Good Moderate Moderate Easy Limited
PERSONAL Slow High High High Hard Hard Excellent
Fast Low ON-LINE Baja Excellent N / AN / A Excellent
Excellent Slow Low Low N / A
N / A
Quality of response
Limited
Source: Shiffman & kanuka: Consumer Behavior. Prentice Hall, 2002
Sample Design
Who will apply?
How many?
How do you select?
Design of Probabilistic and Non Probabilistic Sampling
Probabilistic Sampling
Simple random sample Systematic random sampling Stratified random sampling
Each member of the population is known and equal chance of being selected. A mem
ber of the population is randomly selected and every person is selected followin
g a plan.
The population is divided into mutually exclusive groups (such as age), and rand
omly selects the sample within each group.
Design of Probabilistic and Non Probabilistic Sampling
Non-probability sampling
Convenience sampling the researcher selects a convenience sample of a population
more accessible than required information. The researcher used his trial to sel
ect the members of the population that can be good sources for accurate informat
ion (eg, experts in a relevant field of study). The investigator ordered the num
ber of people applying research within each category previously designed.
Sampling trial
Quota sampling
Data Collection Instruments
The survey
A poll is simply a methodological research that is based on questions and testim
ony. Decisions to be taken regarding the survey: the unit of sampling, sample si
ze and choice of individuals.
Personal Surveys
Telephone surveys
Postal surveys
Types of questions in a questionnaire
• • • •
Open Questions Closed Questions Questions Questions filter control
Closed questions (I)
Have you bought a camera at any time?
Dichotomous
Yes No
Multiple Choice
What kind of milk usually consumed? Whole Semi-skim Skim milk does not consume
Multiple Choice
Packaging is important when buying chocolate Strongly Disagree Disagree Neither
agree nor disagree Agree Strongly agree
Closed questions (II)
Levi's Jeans semantic differential Modern Test before you buy a car is ... Categ
ory scale Very important Fairly important Not too important Not important rating
scale post-sale service of these TVs is ... Great Very Good Normal Bad Very Bad
outdated
Open questions (I)
What is unstructured in dehydrated soups?
What comes to mind when you hear about ... Word Association Home Delivery Frozen
food sales at buy deodorant always fixed ... Unfinished sentences
Open questions (II)
Complete a story When you buy my latest shoes, the store had a lot of sizes and
models ... (Complete story)
Complete Complete a comic conversation
This should fix the technical problem ...
Thematic Apperception Test
Write a story about what he sees ...
But be very clear:

What information do we need? What do we know? Who are we going to ask and how? A
re they really important questions we do? Is the respondent able to answer? Is i
t useful the information we collect?
Panels
They are tools of quantitative research on a regular basis to analyze the evolut
ion of some variables on a sample constant over time. The most commonly used: eg
consumer panels€Dym-Panel Retail Nielsen audience panels eg Taylor Nelson Sofre
s
Eg
Analysis of Data Obtained
• Qualitative Research: The moderator or administrator of the test, when appropr
iate, analyze the responses.
•
Quantitative Research: Researchers will monitor the analysis. - - The open-ended
responses will be coded and quantified responses will be tabulated and analyzed
closed
Preparation of Report
• Conclusions and recommendations. • Requires a written report • An oral present
ation to managers.