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Information Gathering and Processing in Retailing: Retail Management: A Strategic Approach
Information Gathering and Processing in Retailing: Retail Management: A Strategic Approach
Information
Gathering and
Processing in
RETAIL
Retailing MANAGEMENT:
A STRATEGIC
APPROACH,
10th Edition
BERMAN EVANS
Chapter Objectives
To discuss how information flows in a
retail distribution channel
To show why retailers should avoid
strategies based on inadequate
information
To look at the retail information system, its
components, and recent advances
To describe the marketing research
process
8-2
Figure 8-1: How Information Flows
in a Retail Distribution Channel
8-3
Suppliers Need To Know
8-4
Retailers Need To Know
8-5
Consumers Need To Know
8-6
Retail Information System (RIS)
8-7
Figure 8-2: A Retail
Information System
8-8
Data-Base Management
8-9
Five Steps to Approaching Data-
Figure 8-3: Base Management
Plan the particular data base and its
components and determine information needs
Acquire the necessary information
Retain the information in a usable and
accessible format
Update the data base regularly to reflect
changing demographics, recent purchases, etc.
Analyze the data base to determine strengths
and weaknesses
8-10
Figure 8-4: Retail Data-Base
Management in Action
8-11
Figure 8-5: Data Warehousing
8-12
Components of a Data
Warehouse
Physical storage location for data – the
warehouse
Software to copy original databases and
transfer them to warehouse
Interactive software to allow processing of
inquiries
A directory for the categories of information
kept in the warehouse
8-13
Data Mining and Micromarketing
8-14
Figure 8-6: Applying UPC Technology
to Gain Better Information
8-15
Figure 8-7: The Marketing
Research Process
8-16
Marketing Research
in Retailing
8-17
Secondary Data
Advantages Disadvantages
Inexpensive May not suit current
Fast study
Several sources May be incomplete
and perspectives May be dated
Generally credible May not be accurate
Provides or credible
background May suffer from poor
information collection techniques
8-18
Secondary Data Sources
Internal External
Sales reports Data bases
– ABI/Inform, etc.
Billing reports
Government
Inventory
– U.S. Census of Retail
records Trade
Performance – Statistical Abstract
reports of the U.S.
– Public records
8-19
Primary Data
Advantages Disadvantages
Collected for May be more
specific purpose expensive
Current Tends to be more
Relevant time consuming
Known and Information may not
controlled source be acquirable
Limited perspectives
8-20
Primary Data Decisions
• In-house or outsource?
• Sampling method?
– Probability
– Nonprobability
• Data collection method?
– Survey
– Observation
– Experiment
– Simulation
8-21
Survey Methods
In-person Disguised
Over the telephone Nondisguised
By mail
Online
8-22
Figure 8-9: A Semantic Differential
for Two Furniture Stores
8-23
Mystery Shoppers
8-24