Improving Decision

IMPROVING DECISIONS WITH MARKETING

1. Information that required by effective marketing

Marketing information systems

• Accessing multimedia data

• Data warehouse

• Decision support systems

• Marketing models

Marketing research

• Role of research specialist

• Scientific method

• Steps in marketing research

1. Define problem

2. Analyze situation

3. Gather problem-specific data

4. Interpret the data

5. Solve the problem

2. Marketing Information System

Marketing information system usually made changes in the stages of creation and developments of the system, in addition that related to planning and control. There is the problem of the degree of change resistance that can be directed to this change in different kinds of circumstances, which is the result of the new entity existence or evolution as an innovation. Change is one of the main causes of organizational conflict in terms of creating tension and anxiety which lead to resistance and then the struggle to avoid or change the direction of change.

3. The Scientific Method and Marketing Research

Scientific method is a decision making approach that focuses on being objective and orderly in testing ideas before accepting them.  

Scientific method is collected and analyzed data to test prior notions or hypotheses

The scientific method is important in marketing research because it forces the researcher to follow certain procedures, thereby reducing the need to rely on intuition and develops hypotheses and then tests them.

Marketing research

Procedures that develop and analyze new information about a market to help marketing managers make better decisions

Marketing research is needed :

* To keep marketing managers in touch with their markets

* Market & investment planning 

* Development of products to fit different markets

* Choosing the appropriate marketing mix

* Forecasting

4. Five-steps of marketing research

* Define the problem

Defining the problem is often...