【正文】 MIS and a DSS are revealed in Fig (next slide) 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 7 What is Marketing Research? ? Information and knowledge about the market environment are vital ? These are major keys to success ? Marketing research plays a role in not only marketing decision making but also in the broader business context Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 8 Defining Marketing Research ? Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decisionmaking related to the identification and solution of problems and opportunities in marketing 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 24 MMIS VS DSS ? DSSs have evolved into an Executive Information System (EIS) which provides interactive decisionorientated business data directly to management by puter interface ?Unstructured Problems ?Use of Models ?User Friendly Interaction ?Adaptability ?Can Improve Decision Making by Using “What if” Analysis ?Structured Problems ?Use of Reports ?Rigid Structure ?Information Displaying Restricted ?Can Improve Decision Making by Clarifying Data MMIS DSS Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 32 Data Preparation and Analysis ? Includes: ? Checking ? Editing ? Coding ? Transcription ? Verification ? Data cleaning Data preparation is concerned with having a plete set of valid data whilst data analysis gives meaning to the data Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 40 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 48 ? Interaction between the DM and the researcher should be characterised by the seven Cs: ? Communication ? Cooperation ? Confidence ? Candour ? Closeness ? Continuity ? Creativity Problem/Opportunity Audit (continued) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1以我獨(dú)沈久，愧君相見頻。 下午 6時(shí) 27分 6秒 下午 6時(shí) 27分 18:27: ? 沒有失敗，只有暫時(shí)停止成功！。 2023年 2月 下午 6時(shí) 27分 :27February 4, 2023 ? 1少年十五二十時(shí)，步行奪得胡馬騎。 :27:0618:27:06February 4, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 2月 下午 6時(shí) 27分 :27February 4, 2023 ? 1業(yè)余生活要有意義，不要越軌。 下午 6時(shí) 27分 6秒 下午 6時(shí) 27分 18:27: ? 楊柳散和風(fēng)，青山澹吾慮。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1乍見翻疑夢，相悲各問年。 2023 Pearson Education Australia 50 International Marketing Research ? Foreign markets may appear attractive but need to consider: ? Economic conditions ? Consumer behaviour and tastes ? “Red tape” ? More plex than conducting domestic research ? Globalisation requires understanding of differences between countries ? Despite plexity international marketing research expected to grow at a faster rate than domestic marketing research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 42 Tasks Involved in Defining the Problem ? Tasks involved include: ? Collecting background information ? Examining the environmental context ? Conducting a problem/opportunity audit Malh