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Chapter
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Internal Sources Marketing Database External Sources Evaluation of Information Needs Data Retrieval System
Elements of MIS
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Databases
A database refers to the collection of comprehensive information about customers and prospects such as demographic and psychographic profiles, products and services they buy, and purchase volumes, etc., arranged in a manner that is available for easy access and retrieval.
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Internal Records
Internal database is the most basic starting point in developing a strong MIS. Internal record systems help in tracking what is selling, how fast, in which locations, to which customers, etc.
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External Sources
Census Bureau is one key source of information regarding various demographic variables. Besides Census Bureau of India, other sources include Newspapers, Trade Publications, Technical Journals, Magazines, Directories, Balance Sheets of companies, Syndicated and published research reports.
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(Definition by American Marketing Association, according to Tull and Hawkins, 6th Ed.)
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Many researchers have found it useful to consider three categories of research based on the type of information required. These are briefly discussed below:
Exploratory Research: This category of research aims at discovering the general nature of the problem and to correctly understand the involved variables.
Descriptive Studies: In such studies, information is collected from a representative of respondents and the information collected is analysed by using statistical methods. Causal Research (Experimental Research): Such research studies are conducted to establish cause and effect relationship between different variables.
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Secondary Data
Primary Data
Internal Records
Published Reports
Subscription to Service
One-Time Purchase
Exploratory Research
Primary Study
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Secondary Data
Secondary data is any information originally generated for some other purposes rather than the current problem under consideration and can be either internal or external to the organisation.
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Primary Data
In case the needed data are not available from secondary sources, it is dated, accuracy is doubtful, or unreliable, it becomes necessary for the researcher to obtain primary data through full-scale research. To collect primary data, the researcher undertakes either qualitative research or quantitative research.
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Qualitative Research
Data collection techniques for qualitative studies include focus group, depth interviews and projective techniques. Four popular methods of data collection include: Depth interviews Focus group Projective techniques Laddering
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Depth Interviews
Depth interviews are designed to determine deep seated or repressed motives.
Focus Groups
Focus group is a popular technique for exploratory research and brings together about eight to ten people with similar backgrounds to meet with a moderator /analyst for a group discussion. The discussion is focused on a product, service or any other subject for which the research is conducted. Focus groups can be helpful in:
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Generating hypotheses about consumers and market conditions. Suggesting refreshing new ideas. Checking an advertisement, product package, or product concept to determine any flaws. Understanding consumers motivations, lifestyles and personalities. Doing a post-mortem on failed products.
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Projective Techniques
These techniques explore the underlying motives of individuals who consciously or unconsciously get involved in rationalisations and concealment because they may be reluctant to admit certain weaknesses or desires. Some examples of projective techniques are: Thematic Apperception Techniques (TAT) Word Association Test Sentence Completion Test The Third-Person Technique Laddering (Means-End Chain Model): The assumption here is that very specific product attributes are linked at levels of increasing abstraction to terminal values.
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Quantitative Research
There are three basic approaches to collecting data in quantitative study: Observation: One important approach to gain an in-depth understanding of consumers is to observe their behaviour in the process of buying and using products. Experimentation: In experimental studies, the researcher can test the relative sales appeals for package designs, prices, promotional offers and copy themes, etc., by designing suitable experiments to identify cause and effect. Survey: In a survey for data collection, consumers are aware of the fact that they are being studied and participate actively. A survey can be conducted by personal interview, by mail, or by telephone.
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Personal interview survey Costs of data collection Time required to collect data Sample size for a given budget Data quantity per contact Can reach widely dispersed sample Reach to special locations Level of interaction with respondents Degree of interview bias Presentation of visual stimuli Response rate High Medium Small High No Yes High High Yes High
Telephone survey
Mail survey
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Researchers also use attitude scales to collect this type of evaluative data. Attitude scales include Likert scales, Semantic differential scales, and Rankorder scales.
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Sampling Plan
A sample design addresses three questions: who is to be surveyed (sampling unit), how many to survey (sample size), and how should the respondents be chosen (the sampling procedure).
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well the collected facts suit the research objectives to solve a stated marketing problem.
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