Chapter 5

Marketing
Information
Systems and
Marketing
Research

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
 “Know your enemy and know
yourself, and in a hundred battles
you will never be in peril”

-Sun-Tzu

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Chapter Objectives
• Explain the concept of the marketing
information system

• Identify the different kinds of information

the company might use

• Outline the marketing research process

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Information
System
A Marketing Information System (MIS)
consists of people, equipment, and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Information System

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Assessing Information
Needs
• There must be a balance between what
information is wanted and what is cost
effective, obtainable and needed

• Too much information can be as harmful as

too little

• Information gathering costs can add up

quickly
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Developing Information
• Information can be obtained from internal
company records, marketing intelligence and
marketing research

• Data warehouses contain all customer

information in a single, accessible source

• Guest history information the most valuable

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Guest Information Trends

• Booking patterns • Overbooking

patterns
• Cancellations
• Historical
occupancy
• Conversion trends
percentages
• Yield pattern
by season
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Guest Information
Management
• Guest comment cards

• Listening to and speaking with guests

• Automated systems

• Mystery shoppers
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Guest Information
Management
• Company records

• Point-of-sale information

• Corporate customer and marketing

intermediary information

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Intelligence
Marketing intelligence includes everyday
information about developments in the
marketing environment that helps
managers prepare and adjust marketing
plans and short-run tactics

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Intelligence Forms
• Internal marketing intelligence

• External marketing intelligence

• Competitive information

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Internal Marketing Intelligence
• Company executives

• Hotel owners and managers

• Contact personnel

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 External Marketing Intelligence
• Macro market information

• Competitive information

• New innovation and trends

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Competitive Information
• Competitors annual reports

• Trade magazines, press releases,

advertisements

• In today’s information age, companies

leave a paper trail

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Research
Marketing research is a process that identifies
and defines marketing opportunities and
problems, monitors and evaluates marketing
actions and performance, and communicates
the findings and implications to management

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Marketing Research Process
1. Define the problem and research
objectives

2. Develop the research plan

3. Implement the research plan

4. Interpret and report the findings

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Defining the Problem and
Research Objectives
• Exploratory research – gather preliminary
information to help define the problem and
suggest hypotheses

• Descriptive research – describe the size

and composition of the market

• Causal research – tests hypotheses about

cause and effect relationships
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Developing the Research Plan
• Determining Specific Information Needs – translate
research objectives into specific information needs

• Gathering Secondary Information –collect

information that is already in existence

• Planning Primary Data Collection – information

being collected for the specific purpose at hand

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Research Approaches
• Observational research

• Survey research

• Experimental research

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Contact Methods in Research
• Mail
• Telephone
• Personal Interview
– Individual (intercept) interview
– In-depth interview
• Internet surveying
– Electronic mail
– Web page
• Focus groups

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Sampling Plan
• A sample is a segment of the population selected
to represent the population as a whole
• To design a sample four decisions must be made:
– Who will be surveyed?
– How many people will be surveyed?
– How will the sample be chosen?
• Probability or nonprobability samples
– When will the survey be given?

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Research Instruments
• Primary research instruments
– The interview
• structured e.g questionnaires
• unstructured
– Mechanical devices
– Structured models eg. test markets

• What are some types of closed-ended and

open-ended questions?

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Information Analysis

• Analysis of collected information can assist in

distinguishing relationships between data

• Help managers answer questions like “what

if” and “which is best”

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Distributing Information
• Information is not helpful unless it is able to
reach the managers clearly and in a timely
manner

• Recent developments in information handling

have led to a revolution in its distribution

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 International Marketing
Research
• Many barriers exist that can make
international research more difficult:
– Lack of secondary information
– Language
– Culture

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Best Practices
• Marriott Research Priorities

– Market segmentation and sizing

– Concept development and product testing
– Price-sensitivity assessment
– Advertising and promotions assessment
– Market tracking
– Customer satisfaction

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Key Terms
• Causal research

• Descriptive research

• Experimental research

• Exploratory research

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Key Terms
• Internal records information

• Marketing information system (MIS)

• Marketing intelligence

• Marketing research

©2006 Pearson Education, Inc. Marketing for

Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
 Key Terms
• Observational research

• Primary data

• Sample

• Secondary data

• Survey research
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens