《零售业概述》（英文版） Chapter 8 Nonsystematic Research

Chapter 8

Chapter 8

Objectives To Show Why Retailers Should Research To Examine Retail Information Systems To Describe the Marketing Research Process To Discuss the data collection Process

• To Show Why Retailers Should Research • To Examine Retail Information Systems • To Describe the Marketing Research Process • To Discuss the Data Collection Process

Nonsystematic Research Intuition Status Quo Copying a Competitor Talk to Only a Few Assume Past will Continue into Future Why Are These a Problem?

• Intuition • Status Quo • Copying a Competitor • Talk to Only a Few • Assume Past will Continue into Future Why Are These a Problem?

Retail Information System Retailers Environment Philosophy and Strategic Plans Objectives (a) Data collection, Information b)Data storage analysis, and control and retrieval interpretation center (c) Updating of files Implementation retail operations Feedback

Environment Retail Operations Implementation Feedback Strategic Plans Retailer’s Philosophy and Objectives (a) Data collection, analysis, and interpretation Information control center (b) Data storage and retrieval (c) Updating of files

RIS Strengths Information Organized and broad Regular Data Collection and Storage Coordinated Strategy New Strategies Devised Quickly

• Information Organized and Broad • Regular Data Collection and Storage • Coordinated Strategy • New Strategies Devised Quickly

RS Decisions Role Internal or Outsource Cost Technology How Much Data Data Dissemination Data Storage

• Role • Internal or Outsource • Cost • Technology • How Much Data • Data Dissemination • Data Storage

Data- Base Management Plan Data Base components Determine Information Needs Acquire Necessary Information Retain Information in Usable Accessible Format Data Base Regularly Analyze Data Base

Plan Data Base & Components Determine Information Needs Retain Information in Usable & Accessible Format Update Data Base Regularly Analyze Data Base Acquire Necessary Information

Data Base lnformation Internal Customer Vendor Product Category External

• Internal –Customer –Vendor –Product Category • External

Data-Base Types Data Warehousing Data Mining Micromarketing

• Data Warehousing • Data Mining • Micromarketing

Data Base Management in Action Data Warehousing Dissemination of Information Executives other Channel Customers Company Partners Employees Data Mining Micromarketing

Data Warehousing Data Mining Executives & Other Company Employees Channel Partners Customers Micromarketing Dissemination of Information