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Lecture Basic Marketing: A global managerial approach - Chapter 4: Using marketing information to make better decisions

In this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins). | Chapter 4: Using Marketing Information to Make Better Decisions Marketing Information Systems 4-2 Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Marketing Models Information Technology Specialists Inputs ? Answers New Information Feedback Information Sources Questions and Answers Decision Maker Results Exhibit 4-1 Summary Overview Marketing Information Systems (MIS) help make information accessible. An MIS is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make decisions. Understanding MIS: Key Concepts and Concerns Developing Data. The marketing manager should work with the MIS manager in designing what types of data should be included in the system. Although the exact information and questions that will be asked of it may not be known, the general categories of data and information can be identified. Intranet. Many firms even small ones now have their own intranet--a system for linking computers within a company. An intranet works like the Internet. Decision Support System. Some MISs have a decision support system or DSS. A DSS is a computer program that makes it easy for a marketing manager to get and use information while he or she is making decisions. This “real time” availability helps keep decisions as up-to-date as possible. Search Engine. A search engine is a computer program that helps a marketing manager find information that is needed. Marketing Model. Some DSSs provide managers with the option of even more interactivity. A marketing model is a statement of relationships among marketing variables. It allows a manager to see how answers to questions might change in various what-if situations. Availability. With the growing power of microcomputers and the accompanying PC software, even very small firms can develop an MIS. Availability of technology promises to make more and more firms able to . | Chapter 4: Using Marketing Information to Make Better Decisions Marketing Information Systems 4-2 Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Marketing Models Information Technology Specialists Inputs ? Answers New Information Feedback Information Sources Questions and Answers Decision Maker Results Exhibit 4-1 Summary Overview Marketing Information Systems (MIS) help make information accessible. An MIS is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make decisions. Understanding MIS: Key Concepts and Concerns Developing Data. The marketing manager should work with the MIS manager in designing what types of data should be included in the system. Although the exact information and questions that will be asked of it may not be known, the general categories of data and information can be identified. Intranet. Many firms .