市场调查方法(英文版)第二章

PowerPointPresentationbyCharlieCookTheUniversityofWestAlabamaWilliamG.ZikmundBarryJ.BabinPart1Introduction3rdEdition©2007Thomson/South-Western.Allrightsreserved.Chapter2InformationSystemsandKnowledgeManagement©2007Thomson/South-Western.Allrightsreserved.2–2LEARNINGOUTCOMES1.Distinguishbetweentheconceptsofdata,information,andintelligence2.Describethefourcharacteristicsthatexplaintheusefulnessofdata3.Identifythepurposeofresearchinassistingmarketingoperations4.Explainwhatadecisionsupportsystemisandwhatitdoes5.DistinguishanIntranetfromtheInternetAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.2–3Information,Data,andIntelligence•DataFactsorrecordedmeasuresofcertainphenomena(things).•InformationDataformatted(structured)tosupportdecisionmakingordefinetherelationshipbetweentwofacts.•MarketintelligenceThesubsetofdataandinformationthatactuallyhassomeexplanatorypowerenablingeffectivedecisionstobemade.©2007Thomson/South-Western.Allrightsreserved.2–4EXHIBIT2.1Data,Information,Intelligence•Productspurchasedarerecordedbythescannerformingdata.•Inventorysystemsusethedatatocreateinformation.•Theinformationtellsmanagerswhatitemsneedtobestocked.•Theinformationalsogeneratesandcanevenplaceordersformoreproductstobetruckedtothestore.•Analystsanalyzethedatastatisticallyandwriteresearchreportsaddressingimportantquestionssuchas:•Whattypesoftrendsexistincustomerpurchases,andarethereregionaldifferences?•Whereshouldnewstoresbelocated?©2007Thomson/South-Western.Allrightsreserved.2–5TheCharacteristicsofValuableInformation•RelevanceThecharacteristicsofdatareflectinghowpertinenttheseparticularfactsaretothesituationathand.•DataQualityThedegreetowhichdatarepresentthetruesituation.•TimelinessMeansthatthedataarecurrentenoughtostillberelevant.•InformationCompletenessHavingtherightamountofinformation.©2007Thomson/South-Western.Allrightsreserved.2–6GlobalInformationSystems•GlobalInformationSystemAnorganizedcollectionofcomputerhardware,communicationequipment,software,data,andpersonnel.Designedtocapture,store,update,manipulate,analyze,andimmediatelydisplayinformationaboutworldwidebusinessactivities.©2007Thomson/South-Western.Allrightsreserved.2–7DecisionSupportSystems•DecisionSupportSystem(DSS)Helpsdecisionmakersconfrontproblemsthroughdirectinteractionwithcomputerizeddatabasesandanalyticalsoftwareprograms.Storesdataandtransformthemintoorganizedinformationthatiseasilyaccessibletomarketingmanagers.•ComponentsofaDecisionSupportSystemDatabasesSoftwareprograms©2007Thomson/South-Western.Allrightsreserved.2–8EXHIBIT2.2DecisionSupportSystem©2007Thomson/South-Western.Allrightsreserved.2–9DecisionSupportSystemComponents(cont’d)•CustomerRelationshipManagement(CRM)Asystemforbringingtogethermanyimportantpiecesofinformation:Customerprofiles,sales,marketingeffectiveness/responsiveness,markettrendsCRMprovidesacomplete,dependable,andintegratedviewofitscustomerbase.Management,salespeople,customerservicecanaccesscustomerpreferencesandpurchaseinformationtomatchcustomerneedswithproductofferingsandservicerequirementreminders.©2007Thomson/South-Western.Allrightsreserved.2–10DatabasesandDataWarehousing•DatabaseAcollectionofrawdataarrangedlogicallyandorganizedinaformthatcanbestoredandprocessedbyacomputer.•DataWarehouseThemultitieredcomputerstorehouseofcurrentandhistoricaldata.•DataWarehousingTheprocessallowingimportantday-to-dayoperationaldatatobestoredandorganizedforsimplifiedaccess.©2007Thomson/South-Western.Allrightsreserved.2–11InputManagement•InputManagementAllnumerical,text,voice,andimagedataenteredintothedecisionsupportsystem.•MajorSourcesofInputInternalrecordsProprietarymarketingresearchSalespersoninputBehavioraltrackingOutsidevendorsandexternaldistributors©2007Thomson/South-Western.Allrightsreserved.2–12EXHIBIT2.3FiveMajorSourcesofMarketingInputforDecisionSupportSystems©2007Thomson/South-Western.Allrightsreserved.2–13InputManagement(cont’d)•InternalRecordsContaindatathatmaybecomeusefulinformationformarketingmanagers.Accountingreportsofsalesandinventoryfigures,provideconsiderabledata.Costs,orders,shipments,inventory,sales,andotheraspectsofregularoperations.Customerprofiles©2007Thomson/South-Western.Allrightsreserved.2–14InputManagement(cont’d)•ProprietaryMarketingResearchConductsprojectstostudyspecificcompanyproblems.Emphasizesthegatheringofnewdata.SurveyfindingsTestmarketresultsIsnotconductedregularlyorcontinuously.©2007Thomson/South-Western.Allrightsreserved.2–15InputManagement(cont’d)•SalespersonInputSalespeopleworkinfirms’externalenvironmentscanprovideessentialmarketingdata.Competitors’pricesNewproductofferingsComplaintsTrends•BehavioralTrackingGlobalpositioningsatellite(GPS)systemscantrackthewhereaboutsofdeliverypersonnelatalltimes.Scannerdata—theaccumulatedrecordsresultingfrompointofsaledatarecordings.©2007Thomson/South-Western.Allrightsreserved.2–16InputManagement(cont’d)•OutsideVendorsandExternalDistributorsOrganizationsthatspecializeinthecollectionandpublicationofhigh-qualitym