Principles and Practice of Marketing

David Jobber

Chapter 6
Marketing Research and Information Systems
 A marketing information system

Marketing Marketing Marketing

environment information system decision-making

The company Internal continuous data Strategic

Customers ● new products
Internal ad-hoc data and markets
Competitors
● competitive
Suppliers Environmental scanning strategy
Distributors
Marketing research
Economic Tactical
● external continuous ● sales force
Social data monitoring
Legal ● external ad-hoc data ● advertising
Technological copy
Physical forces

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2

 The marketing research process
Initial
contact

Research
brief

Research Exploratory
proposal research

Main data Descriptive or

collection stage experimental
research

Data analysis and

interpretation

Report writing
and presentation

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3

 The sampling process
Define the population

Search for sampling frame

Specify sampling method Determine sample size

Select the sample

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4