《市场营销》（英文版） Chapter 4 Research Approaches

Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast @2000 Prentice Hall

©2000 Prentice Hall Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast

A marketing information system(MIs)consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment @2000 Prentice Hall

©2000 Prentice Hall A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment

Research Approaches Observational Focus-group Survey Behavioral Experimental @2000 Prentice Hall

©2000 Prentice Hall Research Approaches Behavioral Focus-group Survey Experimental Observational

Secondary-Data Sources Internal sources Government Publications Periodicals and books Commercial data On-Line Associations Business Information @2000 Prentice Hall

©2000 Prentice Hall Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information

Good Marketing research s scientific Is creative Uses multiple methods Realizes the interdependence of models data Acknowledges the cost value of information Maintains healthy skepticism Is ethical @2000 Prentice Hall

©2000 Prentice Hall Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical

Demand Compan Demand Market Demand @2000 Prentice Hall

©2000 Prentice Hall Demand Market Demand Company Demand

Estimating Current Demand Total market potential Area market potential Industry sales Market share @2000 Prentice Hall

©2000 Prentice Hall Estimating Current Demand Total Market Potential Area Market Potential Industry Sales Market Share

Estimating Future Demand Survey of buyers Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test method @2000 Prentice Hall

©2000 Prentice Hall Estimating Future Demand Survey of Buyers’ Intentions Composite of Sales Force Opinion Expert Opinion Past Sales Analysis Market Test Method