Chapter 3
As you read the chapter, make notes about each of the following:
 | Information |
| Competitive Intelligence |
| Marketing Information System |
| Marketing Decision Support Systems |
| Databases |
| Market research |
| Marketing Research and Market Research |
| Marketing Research Process |
| Market Research Services |
Define each key term you find.
Summarize each term in your own words. List the important points for each
term. Give a "real life" example of each term.
(hover your mouse over the word for a popup definition)
Highlight the answers to the objectives.
These tell you what you are expected to know upon completion of the
chapter.
I have made some notes for you. Expand on any that are new to you.
- Define marketing research.
AMA - Marketing research is the function which links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications. - Discuss marketing information and decision support systems.
MkIS and MDSS enable managers to readily access information and make decisions. - Explain the steps of market research.
Define the Problem, Develop Research Plans, Implement Research plan, Interpret and Report the findings. - Describe who does market research.
A researcher or, more likely, a research team - Define the two types of research data.
primary data and secondary data - Discuss the methods of primary research.
observation; surveys; experimentation - List the advantages and disadvantages of primary and secondary research.
Advantages of primary data collection include collected to fit the specific purpose; data are current; marketer has control. Disadvantages include expensive and time-consuming. The advantages of secondary data include inexpensive; available more quickly; several sources are available. Disadvantages include information may be outdated; may not be suitable; and methodology may be inappropriate.
Answer the discussion questions.
- The owner of a privately owned women’s clothing store is concerned about losing sales to anew national chain store that has recently opened in her city. To improve her marketing ability, she is considering a basic marketing decision support system. What type of data would you suggest that she gather and how should she gather it?
- You are interested in opening a computer software store in the vicinity of your University, but you are uncertain whether sufficient demand exists t support the store. What research steps should be taken to determine the level of demand?
- Proctor and Gamble’s product manager for Downy wants the most up-to-date information about his product’s performance. What type of data would you recommend that he gather and form which source?
- When making the decision to gather data, the researcher generally has both primary and secondary data available. What are the advantages and disadvantages of gathering either type of data?
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