Components of a System Components of a System Decision Support System Decision Support System Dissemination Dissemination to decision to decision makers makers Marketing Marketing Information Information System System Integration Integration with plan with plan Marketing Marketing Database Database Marketing Database Marketing Database Decision Support System Decision Support System External components External components Q Q Secondary data Secondary data Q Q Purchase of Purchase of syndicated syndicated commercial data commercial data Q Q Marketing research Marketing research Internal components Internal components Q Q Sales analysis Sales analysis Q Q Cost analysis Cost analysis Q Q Financial records Financial records Consumer Survey Research Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Criteria Direct/Cold Mailing Mail Panels Telephone Personal In- Home Mall Intercept Complexity and versatility Not much Not much Substantial, difficult to use Highly flexible Most flexible Quantity of data Substantial Substantial Short Greatest quantity Limited to < 25 minutes Sample control Little Substantial Good, nonlisted a problem Greatest controls Problematic Quality of data Better for sensitive questions, no claifier Clear up ambiguities, socially accepted answers Cheating Unnatural testing bias Response rate ~10% 70-80% 60-80% 80% + 0.8 Speed Several weeks + follow ups Several weeks 3-4 weeks Faster than mail, sl ow e r tha n telephone A few days Cost $2.50 per interview Lowest Not as low as mail Relatively expensive Less expensive than in-home Uses Executive, industrial, medical, readership All areas Studies that require national samples Product testing Pervasive-concept te sts, na m e te sts, package tests, copy tests Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Q Q The consistency of The consistency of measurement over measurement over time time Q Q Validity Validity Q Q Reliability Reliability Consumer Survey Research Consumer Survey Research Consumer Research Consumer Research Q Q The accuracy in The accuracy in measuring what is measuring what is intended to be intended to be measured measured Q Q Reliability Reliability Q Q Validity Validity Secondary Research Secondary Research Secondary Research Consumer Research Consumer Research www.stat www.stat - - usa.gov usa.gov www.yahoo.com www.yahoo.com www.altavista.com www.altavista.com www.lycos.com www.lycos.com www.census.gov www.census.gov Competitor Research Competitor Research Q Q Research Market Research Market History History Q Q Audit Current Audit Current Competitors Competitors Competitor Research Competitor Research Q Q Researching the Researching the history of the history of the market market Q Q Identifies the Identifies the marketing mix and marketing mix and product product Q Q dimensions on dimensions on which sellers have which sellers have competed strong competed strong Q Q Research Market Research Market History History Q Q Audit Current Audit Current Competitors Competitors Levels of Competition Levels of Competition Levels of Competition Competitor Research Competitor Research Target Target Segment Segment Competition: Competition: Diet Colas Diet Colas Product Product Category Category Competition: Competition: Soft Drinks Soft Drinks Core Benefit Core Benefit Competition: Competition: Beverages Beverages Budget Budget Competition: Competition: Food and Food and Entertainment Entertainment Fast Fast Food Food Baseball Baseball Cards Cards Ice Ice Cream Cream Wine Wine Bottled Bottled Water Water Coffee Coffee Juice Juice Beer Beer Fruit Fruit Colas Colas Lemon Lemon Limes Limes Regular Regular Colas Colas Diet Diet - - Rite Rite Cola Cola Diet Diet Pepsi Pepsi Diet Diet Coke Coke Current and Potential Competition Current and Potential Competition Current and Potential Competition Competitor Research Competitor Research Threat of new entrants, Threat of new entrants, including those resulting including those resulting from mergers and from mergers and takeovers takeovers Distributors who work to Distributors who work to make you more make you more competitive or play you competitive or play you against your competition against your competition Suppliers who work to Suppliers who work to make you more make you more competitive or play you competitive or play you against your competition against your competition Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry Threat through joint Threat through joint venturing or encouraging venturing or encouraging entry entry Threat through joint Threat through joint venturing if suppliers venturing if suppliers ’ ’ product/services are product/services are involved involved Competition among Competition among current rivals current rivals Substitute threats Substitute threats . makers makers Marketing Marketing Information Information System System Integration Integration with plan with plan Marketing Marketing Database Database Marketing Database Marketing Database Decision. data Q Q Purchase of Purchase of syndicated syndicated commercial data commercial data Q Q Marketing research Marketing research Internal components Internal components Q Q Sales analysis Sales analysis Q Q Cost. the history of the history of the market market Q Q Identifies the Identifies the marketing mix and marketing mix and product product Q Q dimensions on dimensions on which sellers have