Tuesday, 06/05

Chapter 8

Marketing Decision Support Systems are interactive, flexible information systems that enable managers to obtain and manipulate information as they are making decisions.

Database Marketing is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.

Marketing Research is the process of planning, collecting, and analyzing data relevant to a marketing situation.

Roles of Marketing Research

Steps in a Marketing Research Project
  1. Problem Definition
  2. Development of an Approach to the Problem
  3. Research Design Formulation
  4. Field Work or Data Collection
  5. Data Preparation and Analysis
  6. Report Preparation and Presentation
  7. Follow up
A Comparison of Basic Research Designs (see handout)

Research Design Formulation

  1. Secondary Data Analysis
  2. Qualitative Research
  3. Methods of Collecting Quantitative Data
  4. Definition of the Information Needed
  5. Measurement and Scaling Procedures
  6. Questionnaire Design
  7. Sampling Process and Sample Size
  8. Plan of Data Analysis
Potential Source of Error in Research Designs: see handout

Sources of Quantitative Data

Survey Research Class Exercise: "What is wrong with these questions"

Observational Research

Article: "P&G checks out real life"

Chapter 9

Competitive Advantage consists of a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

Competitive Intelligence is the creation of a system that helps managers assess their competitors and their vendors in order to become a more efficient and effective competitor.

Types and Sources of Competitive Advantages

Sources of Internal Competitive Intelligence Data Sources of External Competitive Intelligence data Industrial espionage is an attempt to learn competitors' trade secrets by illegal or unethical means or both.
 
 
 
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