Chapter 8
? To Show Why Retailers Should
Research
? To Examine Retail Information Systems
? To Describe the Marketing Research
Process
? To Discuss the Data Collection Process
? Intuition
? Status Quo
? Copying a Competitor
? Talk to Only a Few
? Assume Past will Continue into
Future
Why Are These a Problem?
Environment
Retail Operations Implementation Feedback
Strategic Plans
Retailer’s
Philosophy and
Objectives
(a) Data collection,
analysis,and
interpretation
Information
control
center
(b) Data storage
and retrieval
(c) Updating of files
? Information Organized and Broad
? Regular Data Collection and Storage
? Coordinated Strategy
? New Strategies Devised Quickly
? Role
? Internal or Outsource
? Cost
? Technology
? How Much Data
? Data Dissemination
? Data Storage
Plan Data Base
& Components
Determine
Information
Needs
Retain
Information in
Usable &
Accessible
Format
Update
Data Base
Regularly
Analyze
Data Base
Acquire
Necessary
Information
? Internal
–Customer
–Vendor
–Product Category
? External
? Data Warehousing
? Data Mining
? Micromarketing
Data Warehousing
Data
Mining
Executives &
Other
Company
Employees
Channel
Partners Customers
Micromarketing
Dissemination of Information
? Physical Storing
? Software to Copy & Transfer Data
? Interactive Software
? Directory
? Information Access and
Inconsistency Problems Eliminated
? Quick & Easy Access to Information
by All
? Data Centrally Stored
? Universal Product Code (UPC)
? Electronic Data Interchange (EDI)
Define Issue or
Problem to be
Researched
Make
Recommendations
Implement
Findings
Analyze
Data
Generate
Primary
Data
Examine
Secondary
Data
? Inexpensive
? Quick
? Several Sources
? Information Otherwise Unavailable
? Results Credible
? Help Define Issue More Specifically
? May Not Suit Purposes
? Incomplete
? Dated
? Possible Inaccuracy
? Possible Poor Data Collection
Techniques
? Reliability Not Always Known
? Internal
– Sales History
– Any Information Collected by the Company
? External
– ABI/INFORM
– Census Data
– Government Publications
– Commercial Research Houses
– MANY more
? Fits the Specific Purpose
? Current
? Designed to Address the Issue
? Source is Controlled
? Methodology Designed for Specific
Study
? No Conflicting Data from Other
Sources
? Reliability Can Be Determined
? Expensive
? Time consuming
? Some Types of Information Cannot
Be Acquired
? Irrelevant Information May Be
Collected
? Internal vs,External Collectors
? Sampling Methodology
– Probability
– Nonprobability
? Data Collection Methods
– Survey
– Observation
– Experiment
– Simulation
? Provide Informal Feedback
? All Data to Be Collected Onsite
? Gather Information for Suppliers
? Pass Along Consumer Buying
Characteristics
? Participate in Single Source Data
Collection
? Why Retailers Should Systematically Collect
and Analyze Information for Strategy
Development
? The Role of Retail Information Systems
? The Marketing Research Process and its
Components
? Retailer’s Role in Data Collection
Questions?
Questions?
Questions?