Insert Chapter Picture Here
Decision Support Systems
and Marketing Research
CHAPTER
8
Designed by
Eric Brengle
B-books, Ltd.
Essentials of
Marketing
6
Prepared by
Deborah Baker
Texas Christian University
Lamb, Hair, McDaniel
Chapter 8
Copyright ©2009, Cengage Learning. All rights reserved
1
Learning Outcomes
LOI
Explain the concept and purpose of a marketing
decision support system
LO2
Define marketing research and explain its
importance to marketing decision making
LO3
Describe the steps involved in conducting
a marketing research project
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2
Learning Outcomes
LO4
Discuss the profound impact of the Internet on
marketing research
LO5
Discuss the growing importance of
scanner-based research
LO6
Explain the concept of competitive intelligence
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LO4
Impact of the Internet on
Marketing Research
Discuss the profound impact
of the Internet on
marketing research
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LO4
Impact of the Internet

Allows better and faster decision making

Improves ability to respond quickly to
customer needs and market shifts

Makes follow-up studies and tracking
research easier

Slashes labor- and time-intensive research
activities and costs
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LO4
Advantages of Internet Surveys
Rapid development,
Real-time reporting
Reduced costs
Personalized questions
and data
Improved respondent
participation
Contact with the
hard-to-reach
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LO4
Uses of the Internet by
Marketing Researchers
Administer surveys
Conduct focus groups
Other types of marketing research
http://www.greenfieldonline.com
Online
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Internet Samples
LO4
Unrestricted
Internet
Sample
A survey in which anyone with
a computer and modem can fill out
the questionnaire.
Screened
Internet
Sample
An Internet sample with quotas based
on desired sample characteristics.
Recruited
Internet
Sample
A sample in which respondents
are prerecruited and must
qualify to participate.
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LO4
Process for Online Focus Groups
1.
Build a database of respondents via Web site
screening questionnaire
2.
Identify qualified individuals via e-mail
3.
Develop a discussion guide
4.
Moderator runs group by typing in questions
online for all to see
5.
Environment is similar to a chat room
6.
Firm captures the complete text of the
focus group
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LO4
Types of Online Focus Groups
Real-time online focus groups
Time-extended online focus groups
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Advantages of Online Focus Groups





Speed
Cost-effectiveness
Broad geographic scope
Accessibility
Honesty
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LO4
11
LO4
Role of Blogs in Marketing Research
 Refined technologies
allow companies to
mine data available in
Internet blogs.
 Companies can identify
the most influential
bloggers and learn
exactly what they are
saying (and how they
are saying it).
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LO4
Other Uses of the Internet by
Marketing Researchers
Distribution of requests for
proposals (RFPs) and proposals
Collaboration between client
and research supplier
Data management and
online analysis
Publication and distribution
of reports
Viewing of presentations of
marketing research surveys
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LEARNING OUTCOME
LO4 REVIEW
Impact of the Internet on Marketing Research
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LO5
Scanner-Based Research
Discuss the
growing importance of
scanner-based research
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LO5
Scanner-Based Research
A system for gathering
Scanner-based
Research
information from a single group
of respondents by continuously
monitoring the advertising,
promotion, and pricing they are
exposed to and the things they
buy.
BehaviorScan
InfoScan
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LO5
When Should Marketing
Research Be Conducted?
 Where there is a high level of uncertainty
 When value of research information
exceeds the cost of generating the
information
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LO5
REVIEW LEARNING OUTCOME
Scanner-Based Research
BehaviorScan
Panel information from
Specific groups of people,
enables researchers to
manipulate variables and see
real results
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InfoScan
Aggregate consumer
information on all
bar-coded products
18
LO6
Competitive Intelligence
Explain the concept of
competitive intelligence
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LO6
Competitive Intelligence
Competitive
Intelligence
An intelligence system that
helps managers assess their
competition and vendors in
order to become more efficient
and effective competitors.
http://www.scip.org
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Online
20
Sources of Competitive Intelligence
Internet
UCC Filings
Company Salespeople
Suppliers
Experts
Periodicals
CI Consultants
Yellow Pages
Government Agencies
Trade Shows
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LO6
21
LO6
REVIEW LEARNING OUTCOME
Competitive Intelligence
CI
Part of a sound
marketing strategy
Helps companies
respond to competitive
threats
Helps reduce
unnecessary costs
Chapter 8
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22