Objectives

• Understand MIS and its main functions

• Define Marketing Research and outline
its process
• Explain Sampling Plan and identify
types of Sampling Methods
• Discuss Measurement Issues
• Design Data Collection Forms
Marketing Information Systems
(MISs)
The Definition (P68)

The main functions

 Assessing the information needs
 Developing information
 Distributing information
 Marketing Information Systems
(MISs)
Three major sources to obtain needed
information
 Internal Data—Internal databases
 Marketing Intelligence—Publicly available
information
 Marketing Research
 Marketing Research

The Definition (P68)

The Importance of Marketing Research

(P71)
Marketing Research Process
(P71-83)
• Determine the Problem or Opportunity
• Assess the Data Needs
• Select the Research Design
• Determine the Sampling Plan
• Determine Measurement Issues
• Design the Data Collection Forms
• Prepare the Data
• Analyse the Data
• Present the Findings
 Determine the Problem and
Research Objectives
Careful problem definition would have avoided
the cost and delay of doing advertising research

Three types of objectives:

 Exploratory Research
 Descriptive Research
 Causal Research
 Assess the Data Needs
Translating the research objectives into specific
information needs

For example, Starbucks decided to conduct

research on how consumers would react to the
introduction of its VIA™ Ready Brew.
 Assess the Data Needs

The research might need the following information:

 The demographic, economic, and lifestyle
characteristics of current Starbucks consumers;
 Consumer-usage patterns for Starbucks
products: where they drink and when;
 Forecasts of sales of both new and current
packages.
 Select the Research Design

Two types of data

 Primary Data—Originated by the
researcher for the specific purpose of
addressing the research problem
 Secondary Data—Collected for some
purpose other than the problem at hand
 Select the Research Design
Qualitative Research ( 定性研究 )—An
unstructured, exploratory research based on small
samples that provides insights and understanding
of the problem setting

Quantitative research ( 定量研究 )—A research

seeking to quantify the data and typically, applies
some form of statistical analysis
 Qualitative Research Quantitative
Research
Objective To gain a qualitative To quantify the data
understanding of the and generalize the
underlying reasons and results from the
motivations sample to the
population of interest
Sample Small number of non- Large number of
representative cases representative cases
Data Unstructured Structured
collection
Data Non-statistical Statistical
analysis
Outcome Develop an initial Recommend a final
understanding course of action
 Qualitative Research Approaches

Direct Approaches
 Focus groups
 Depth interviews

Indirect Approaches
 Projective techniques
 Quantitative Research Approaches

Research Contact Sampling Research

Approaches Methods Plan Instruments
Observation Mail Sampling unit Questionnaire
Survey Telephone Sample size Mechanical
Experiment Personal Sampling instruments
Online procedure
Fieldwork
 Other Research Approaches

Group discussion
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to
scan barcodes
In-store testing
 Determine the Sampling Plan

Three factors determining the sampling

plan:
 Sampling Unit
 Sample Size
 Sampling Procedure
 Determine the Sampling Plan
Types of Sampling Methods (P76-77)

Convenience Sampling
Self-selected Sampling Non-probability
Quota Sampling Sample
Judgment Sampling
Random Sampling Probability
Stratified Random Sampling Sample
Determine the Measurement
Issues
Design and use of questions and scales
to gather the needed data associated
with issues of research interest

Research Approaches
 Design the Data Collection Forms

Questionnaires Design (P79-80)

 Using simple, direct, unbiased wording

 Arranging questions in a logic order
 Avoiding leading questions and double-
barrelled questions
 Design the Data Collection Forms

For example,

“Do you think it is right to deprive your child of

the opportunity to grow into a mature person
through the experience of summer camping?”

“Have you suffered from headaches or sickness

lately?”
Design the Data Collection Forms
Types of questions:
 Open-ended question
 Closed-ended question
 Scaled-response question
Likert scale
– strongly agree
– agree
– neither agree nor disagree
– disagree
– strongly disagree