Professional Documents
Culture Documents
Kotcha 04 Web
Kotcha 04 Web
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Information Must be Distributed to the Right Managers at the Right Time. Distributes Nonroutine Information for Special Situations
Discussion Connections
What is the overall goal of a Marketing Information System (MIS)? How are individual components linked and what does each contribute? (See Figure 4.1, Slide #5) Apply the MIS framework to Coca-Cola. What does this company appear to be doing well?
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Determining Specific Information Needs Gathering Secondary information Planning Primary Data Collection
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Examples:
Lexis Nexis Compuserve Dialog
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Research Approaches
Survey Research
Asking individuals about attitudes, preferences or buying behaviors (Descriptive)
Experimental Research
Using groups of people to determine cause-and-effect relationships (Causal)
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Excellent Fair Fair Poor Fair Good Excellent Excellent Good Fair
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Sampling Plans
Sample representative segment of the population
Questionnaire
What questions to ask? Form of each question? Closed-end Open-end Wording? Ordering?
Mechanical Devices
People Meters Supermarket Scanners Galvanometer Tachistoscope Eye Cameras
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Management problems addressed, Research objectives, Information to be obtained, Sources of secondary information, Methods for collecting primary data, Way the results will help management decision making.
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Research Plan