Chapter 8:

Improving Decisions with Marketing Information

For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Chapter 8 Objectives
When you finish this chapter, you should
1. Know about marketing information systems. 2. Understand a scientific approach to marketing research. 3. Know how to define and solve marketing problems. 4. Know about getting secondary and primary data. 5. Understand the role of observing, questioning, and using experimental methods in marketing research. 6. Understand the important new terms.

8-2

For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Marketing Information Systems

New Information

Informatio n Sources
Market Research Studies Internal Data Sources External Data Sources

Questions and Answers

Marketing Models Answers

Decisio n Maker

Result s

?
Inputs Databases Decision Support System (DSS)

Marketing Manager Decisions

Outcomes

Information Technology Specialists Feedback

For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Exhibit 8-1
8-3

Marketing Research Process

Early Identification of Solution

Defining the Problem

Analyzing the Situation

Getting ProblemSpecific Data

Interpreting Data

Solving the Problem

Feedback to Previous Steps Exhibit 8-2

8-4
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Sources of Data
Secondary Data Sources All Data Sources Primary Data Sources Inside Company

Outside Company

Observation

Questioning

Exhibit 8-3
8-5
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Collecting Data

Mail

Primary Methods for Collecting Survey Data

Telephone

Personal Interview

8-6

For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Interpreting Data
Population

Key Issues in Data Interpretation

Sample

Confidence Intervals

Validity
8-7
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Key Terms
Marketing Information System (MIS) Intranet Decision Support System (DSS) Search Engine Marketing Model Marketing Research Scientific Method Hypotheses Marketing Research Process Situation Analysis Secondary Data Primary Data
8-8

Research Proposal Qualitative Research Focus Group Interview Quantitative Research Response Rate Consumer Panels Experimental Method Statistical Packages Population Sample Random Sampling Confidence Intervals Validity
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill