Marketing information systems gather, analyze, and distribute timely and accurate information to marketing decision makers. They consist of people, equipment, and procedures. Marketing research involves systematically designing, collecting, analyzing, and reporting data relevant to a specific marketing situation. It links consumers and customers to marketers and helps interpret past performance and plan future activities. Good marketing research can result in good business decisions.

1. Marketing Information Systems and Market Research

15. Marketing Research

17. Market Research is all about:

19. Good Market Research can result in Good Business !

21. But Marketing Research Jargon can be confusing..

28. Why marketing research has evolved and grown ?

30. Managers are separated from their final consumers Manufacturer Retailer Services Org. Final Consumer Mkt. Manager

31. Managers needs information from their final consumers Manufacturers Retailers Suppliers Customers Needs And Wants

44. Question Types - Dichotomous In arranging this trip, did you contact American Airlines?  Yes  No

47. Question Types – Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned

51. Question Types – Completely Unstructured What is your opinion of American Airlines?

52. Question Types – Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

53. Question Types – Sentence Completion When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

54. Question Types – Story Completion “ I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

55. Question Types – Picture (Empty Balloons)