文档介绍：Chapter 07 Decision Support Systems and Marketing Research
Decision Support Systems
and Marketing Research
Prepared by
Deborah Baker
Texas Christian University
Chapter 7
Decision Support System
An interactive, puterized information system that enables managers to obtain and manipulate information as they are making decisions.
1
Database Marketing
The creation of a puterized file of customers’ and potential customers’ profiles and purchase patterns.
1
Roles of Marketing Research
Diagnostic
Predictive
Descriptive
Gathering and presenting factual statements
Explaining data
Attempting to estimate the results of a planned marketing decision
2
Management Uses of
Marketing Research
Improve the quality of decision making
Trace problems
Focus on keeping existing customers
Understand the ever-changing marketplace
2
On Line
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The Marketing Research Process
Collect
Data
Specify
Sampling
Procedure
Plan Design/
Primary Data
Define
Problem
Analyze
Data
Prepare/
Present
Report
Follow Up
3
Sources of Secondary Data
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
Internal Corporate Information
3
The New Age of Secondary
Information: The
Search Engines and Directories
Sites of Interest to Marketing Researchers
Discussion Groups
Periodical, Newspaper, and Book Databases
3
On Line
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Planning the Research Design
Which research questions must be answered?
How and when will data be gathered?
How will the data be analyzed?
s
?
3
Primary Data
Information collected for the first time. Can be
used for solving the particular problem
under investigation.
3
Forms of Survey Research
Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews (Home and Central Location)
Mall Intercept Interviews
In-Home Interviews
3
On Line
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Questionnaire Design
Qualities of Good Questionnaires
Clear and Conc