对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 5 Marketing Information System and Marketing Research

5-1 Principles of Marketing Session 5 Marketing Information System and Marketing Research Text:Chapter 4 制卧经价蜀易大考 国际商学院市场营销学系

Marketing Information Marketing Information System and Marketing System and Marketing Research Research 5 － 1 5 － 1 Principles of Marketing Session 5 Session 5 Text: Chapter 4

5-2 Outline I.The Importance of information II.The Marketing Information System III.The Marketing Research Process IV.Research Plan Designing and Execution 国际商学院市场营销学系

Outline I. The Importance of I. The Importance of information information II. The Marketing Information II. The Marketing Information System III. The Marketing Research III. The Marketing Research Process Process IV. Research Plan Designing IV. Research Plan Designing and Execution and Execution 5－2 5－2

5-3 I.The Importance of Information Why Is Information Needed? >Customer Needs >Marketing Environment >Competition >Strategic Planning 制卧经价蜀易大考 国际商学院市场营销学系

¾Customer Needs ¾Marketing Environment ¾Competition ¾Strategic Planning I. The Importance of Information Why Is Information Needed? 5－3 5－3

Il.The Marketing Information System 5-4 Marketing Managers Distributing Assessing Information Needs Information Internal Analysis Records Marketing Marketing Research Intelligence Marketing Environment 制卧价蜀易大考 国际商学院市场营销学系

Information Analysis Internal Records Marketing Research Marketing Intelligence Distributing Information Assessing Needs Marketing Managers Marketing Environment Marketing Decisions and Communications II. The Marketing Information System 5 － 4 5 － 4

5-5 MIS Internal records system:info.available in everyday ecord of every department. Marketing intelligence system:info.about the competition obtained from the internal or external sources Marketing research system:seeking info.about the market,the customer through a formal study in order to find a solution to a specific problem. Information analysis system:to make the info.obtained more usable to managers through some statistic analysis 制卧价蜀易大考 国际商学院市场营销学系

MIS •Internal records system: info. available in everyday record of every department. • Marketing intelligence system: info. about the competition obtained from the internal or external sources • Marketing research system: seeking info. about the market, the customer through a formal study in order to find a solution to a specific problem. • Information analysis system: to make the info. obtained more usable to managers through some statistic analysis 5－5 5－5

Ill.The Marketing Research Process 5-6 Defining the Problem Developing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings 国际商学院市场营销学系

Defining the Problem Defining the Problem Developing the Research Plan Developing the Research Plan Implementing the Research Plan Implementing the Research Plan Interpreting and Reporting the Findings Interpreting and Reporting the Findings III. The Marketing Research Process 5－6 5－6

IV.Research Plan Designing 5-7 and Execution Research Approaches for Certain Objectives Research Proposal Secondary vs.Primary Information Collecting Information Measurement in Marketing Research Sampling Methods Questionnaire Development “制卧爱价蜀易大学 国际商学院市场营销学系

IV. Research Plan Designing IV. Research Plan Designing and Execution and Execution ¾ Research Approaches for Certain Objectives ¾ Research Proposal ¾ Secondary vs. Primary Information ¾ Collecting Information ¾ Measurement in Marketing Research ¾ Sampling Methods ¾ Questionnaire Development 5 － 7 5 － 7

Research Approaches 5-8 for Certain Objectives Exploratory research--observation, survey Descriptive research--survey, observation Causal research--experiment 制计价蜀易大孝 国际商学院市场营销学系

Research Approaches for Certain Objectives ¾ Exploratory research--observation, survey ¾ Descriptive research--survey, observation ¾ Causal research--experiment 5 － 8 5 － 8

Research proposal 5-9 1.Title 2.Statement of the problem hypothesis to be tested (if there is any) 3.Objectives of the study 4.Contributions of the study 5.Data collection 5.1.Targeted sample; 5.2.Sample size 5.3.Sampling method 5.4.Data collection method 5.5.Research instrument(questionnaire attached) 6.Data analysis(statistical technique to be used) 7.Limitation of the study 制卧价蜀易大考 国际商学院市场营销学系

Research proposal 1. Title 2. Statement of the problem hypothesis to be tested (if there is any) 3. Objectives of the study 4. Contributions of the study 5. Data collection 5.1. Targeted sample; 5.2. Sample size 5.3. Sampling method 5.4. Data collection method 5.5. Research instrument (questionnaire attached) 6. Data analysis (statistical technique to be used) 7. Limitation of the study 5 － 9 5 － 9

5-10 Secondary Information Key Considerations for Using Secondary Information Accurate Current Impartial Relevant 国际商学院市场营销学系

¾ Accurate ¾ Current ¾ Impartial ¾ Relevant Secondary Information Key Considerations for Using Secondary Information 5－10 5－10