【正文】 169。 2023 Pearson Education Australia 14 History of Marketing Research ? Evidence of informal market research processes dates back to the late 1300s ? 19001930s saw an ad hoc collection of business and social data ? 19301950s saw the emergence of the questionnaire, sampling theories and emphasis on economic measures of product demand ? 19501960s saw the development and application of further quantitative techniques Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 15 History of Marketing Research (continued) ? 19601970s saw the development of qualitative research (termed “motivational research”) along with the early application of the puter for data analysis ? 19701980s gave rise to more emphasis on consumer behaviour modelling, “new” qualitative methods promoted and telephone surveys emerged as an alternative to inhome surveys Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 16 History of Marketing Research (continued) ? 19801990s was a period in which internal and external source of marketing information were integrated and used for marketing decision planning ? 19902023 was characterised by advanced technology in measurement activities ? 2023 and beyond belongs to electronic munications development as a means to collect consumer information Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 17 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 18 Research for Management Decision Making ? Marketing research results need to be: ? Relevant ? Accurate ? Reliable ? Valid ? Timely ? Efficient Must address the issue not just be “interesting” Within the budget the information must be correct Resilient over time – results the same if repeated Information must represent measures of what is required Must be current provided in timely manner Priced to reflect the information value cost of collection Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 19 Improving Management Decision Making ? Marketing research’s contribution to decision making can be thought of as altering the range of possible profit outes for a business project Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 20 Fig : Market Research: Changing the Probability of Success Shaded area represents expected losses Unshaded area represents expected profits Expected overall project oute is bination of the shaded unshaded areas Research’s contribution seen in how it reduces the probability of a loss Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 21 Research’s Role in Business Decisions ? Business managers make strategic and tactical decisions Fig Marketing researchers are playing an increasingly important role in decision making and managers are more involved with research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 22 Role of Marketing Research in MMIS and DSS ? Information obtained through marketing research and sources such as internal records and marketing intelligence bees an integral part of the firm’s management information system (MIS) ? A Marketing Management Information System (MMIS) is: ? A formalised set of procedures for generating, analysing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis MMIS design focuses upon each decision maker’s responsibilities, style information needs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 23 Role of Marketing Research in MMIS and DSS (continued) ? An MMIS can be rigidly structured and not easily manipulated ? A Decision Support System (DSS) is: ? An information system, which enables decision makers to interact directly with both databases and analysis models ? Differences between an MMIS and a DSS are revealed in Fig (next slide) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 24 MMIS VS DSS ? DSSs have evolved into an Executive Information System (EIS) which provides interactive decisionorientated business data directly to management by puter int