Chapter 5 Marketing Information Systems And Marketing Research

Chapter 5 Marketing Information Systems And Marketing Research Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 1

The Marketing Information System Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 2

The Marketing Information System Marketing Managers Marketing Information System Assessing Information Needs Distributing Information Marketing Decisions and Communications Developing Information Analysis Internal Databases Marketing Research Marketing Intelligence Marketing Environment Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 3

Customer Information • • • Comment cards Registration-membership Disguised/mystery shoppers Company records Exit interviews Follow up phone calls Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 4

The Marketing Research Process Defining the problem and research objectives Developing the research plan for collecting information Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Implementing the research plan -- collecting and analyzing the data Interpreting and reporting the findings © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 5

Marketing Research Process Step 1. Defining the Problem & Research Objectives Exploratory Research • Gathers preliminary information that will help define the problem and suggest hypotheses. Descriptive Research • Describes things as market potential for a product or the demographics and consumers’ attitudes. Causal Research • Test hypotheses about causeand-effect relationships. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 6

Marketing Research Process Step 2. Develop the Research Plan • Research plan development follows these steps: – Determining Specific Information Needs – Gathering Secondary information – Planning Primary Data Collection Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 7

Develop the Research Plan Gathering Secondary Information Both Must Be: Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Relevant Accurate Current Information Collected for the Specific Purpose at Hand. Impartial © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 8

Develop the Research Planning Primary Data Collection Contact Methods (Table 4. 3) Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 9

Develop the Research Planning Primary Data Collection Observational Research Gathering data by observing people, actions and situations (Exploratory) Research Approaches Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Experimental Research Using groups of people to determine cause -and-effect relationships (Causal) © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 10

Develop the Research Planning Primary Data Collection Probability or Non-probability sampling? Sampling Plans Sample representative segment of the population How should the sample be chosen? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Who is to be surveyed? (What Sampling Unit? ) How many should be surveyed? © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 11

Research Problem Areas • 1. Making assumptions • 2. Lack of Qualitative information • 3. Failing to look at segments within a sample • 4. Improper use of sophisticated statistical analysis • 5. Sample is not representative of the population • 6. Using biased questions in surveys Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 12

Development of questions 1. Every question should focus on a topic and measure what you want it to measure. • Wrong: Which restaurant do you like the best? • Right: Which of these restaurants you be most likely to choose for a casual dinner? • Wrong: When do you usually go to work? • Right: What time do you ordinarily leave home for work? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 13

2. Questions should be brief • Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are? • Right: What is the age and gender of your children? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 14

3. Use vocabulary the respondent will understand • Wrong: Are you an exurbanite? • Right: What is your zip code? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 15

4. Question must be applicable to the respondent • Wrong: How long does it take you to find a parking place after you arrive at the restaurant? • Right: If you drive to the restaurant, how long does it take you to find a parking place after you arrive at the restaurant? • Might use a screening question first - Do you usually drive to the restaurant. Yes___ No____, If Yes ……. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 16

5. Avoid using examples that can introduce bias • Wrong: Do you eat pork ribs, even thought they contain a lot of fat? • Right: How likely are you to order pork ribs when you dine out? Perhaps use this with a 7 point scale. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 17

6. Make sure the respondent can answer the question • Wrong: How many times did you dine out last year? • Right: How many times did you dine out at a fast food restaurant during the last 2 weeks? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 18

7. Avoid ambiguous words • Wrong: About what time do you ordinarily eat dinner? • Right: About what time do you dine in the evening? • Avoid; sometimes, frequently, usually Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 19

8. Avoid double barreled questions • Wrong: Do you dine out regularly because it is as cheap as eating at home? • Right: Do you dine out regularly? Why or why not? Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 20

9. Scales- Mutually exclusive – Collectively exhaustive • 0 -10___, 10 -15___ not mutually exclusive • 5 -10____, 11 -15___, 15+____, not collectively exhaustive Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 21

Marketing Research Process Step 3. Implementing the Research Plan Collecti ng the Data Proces sing the Data Research Plan Analyzi ng the Data Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 22

Marketing Research Process Step 4. Interpreting and Reporting Findings Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management. Step 1. Interpret the Findings Step 2. Draw Conclusions Step 3. Report to Management Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 23