Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice. In this chapter, the following content will be discussed: Information system, databases, decision support systems, marketing decision support systems,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Two Marketing Research in Practice 2 Marketing Research 12th Edition Marketing Research in Practice 3 Marketing Research 12th Edition Information System A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. 4 Marketing Research 12th Edition Databases Contain 3 types of information: Recurring day-to-day information Intelligence relevant to the future strategy of the business Research studies that are not of a recurring nature 5 Marketing Research 12th Edition Decision Support Systems (DSS) DSS models are developed and adapted to support each firm’s own decision problems Used to retrieve data, transform it into usable information, and disseminate it to users Allow managers to interact directly with database Provides a modeling function to . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Two Marketing Research in Practice 2 Marketing Research 12th Edition Marketing Research in Practice 3 Marketing Research 12th Edition Information System A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. 4 Marketing Research 12th Edition Databases Contain 3 types of information: Recurring day-to-day information Intelligence relevant to the future strategy of the business Research studies that are not of a recurring nature 5 Marketing Research 12th Edition Decision Support Systems (DSS) DSS models are developed and adapted to support each firm’s own decision problems Used to retrieve data, transform it into usable information, and disseminate it to users Allow managers to interact directly with database Provides a modeling function to help interpret retrieved information 6 Marketing Research 12th Edition Marketing Decision Support Systems Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information 7 Marketing Research 12th Edition Marketing Decision Support Systems (Cont.) 8 Managers’ need for decision-relevant information: Marketing Research 12th Edition Characteristics of MDSS 9 Marketing Research 12th Edition Components of MDSS 10 Marketing Research 12th Edition Components of MDSS (Contd.) 11 Manager Modeling Analysis Display Database Environment Marketing Research 12th Edition Comparison of Brand Performance with Industry Trend 12 Marketing Research 12th Edition Gaining Insights from a MDSS 13 Marketing Research 12th Edition Participants in Marketing Research Activities 14 Information Users Information Suppliers: Inside the Company Information Suppliers: Outside the Company .
