A Marketing Information System and Market Research for
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A Marketing Information System and Market Research for

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A Marketing Information System and Market Research for




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A Marketing Information System and Market Research for Knowing your Visitor

A workshop presentation to BGANZ

by

Dr

Richard W. Benfield

CCSU

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Or is Memory and intuition better?

% Adults who garden? US UK

% people who say shopping as #1 tourism activity and % who say “Visiting Historic Sites”

Ave time spent in MallHow many museum visits are there per day in the USA? % Managers/Management in DisneyworldAverage spending per visit in restaurant per person (which city is highest?)Average Hotel Room rate ______ ? Of Americans say they have visited an art museum, history museum, aquarium, zoo, botanical garden, or science and technology centers within the past six months.

82 % 86%

35%

14%

3 hours

2.3 million

48%

$25.00

Seattle

$137.00

One third

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A Marketing Information system

People, equipment and procedures

To

Gather, sort, analyze, evaluate and distributeTIMELY AND ACCURATE INFORMATIONTo Marketing managers

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MARKETING

INFORMATION

SYSTEM

Marketing Research

Government Reports

Trade Associations

The Media

Channel Members

Historic Data and

Internal records

Sales

reports

Special

Reports

Quarterly

reports

Territory

Reports

Sources

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Market Research

Emphasizes External information

Focuses on solving problems

Operates on a project basisIs past and present oriented…for use in the future

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How to do Market Research I

What is our problem and thus management decision needs to be made?

What information do we need to make that decision?

What extent/quality of information does the problem require?What is the time frame we have?

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How to do Market Research II

Recognize a problem

Identify, define and delimit the problem

Set Research objectivesCreate the research designCollect the dataAnalyze the dataCommunicate the results

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How to do Market Research III

There are two types of data:

1. Primary data

. Data collected specifically for this project often called hard/original data… THE SURVEY METHOD OR OBSERVATIONAL RESEARCH OR THE semi- structured interview 2 Secondary data

Data collected by some others (Census, tax rolls, Visitor info center) for some other purpose but usable for this project.

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Instrument Design and Development

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Loaded wording

Rate the Excellence of our staff

Inappropriate Vocabulary

Do you think our exhibition is Kid friendly and they would think it cool?Ambiguous wordingWould you describe our exhibition as “Not bad” or “good”?Double Barreled wordingDid you and your children enjoy the exhibition?Missing alternativesWill you come to the extra events we put on in conjunction with Escher? Yes No?

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Primary Data Gathering methods

Personal Interviews

Intercept Interviews

Participant ObservationFocus GroupsMail surveysTelephone interviewsDelphi Techniques

Here is the issue: YOU DO NOT KNOW THE ANSWER …YOU MAY ONLY SUSPECT

(WHO USES THE WEB?)

GET THE NUMBERS YOU CANNOT ARGUE

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Participant Observation in Queens Botanic garden

GPS (The Stalking Pervert!)

Video

PhotographsSemi-Structured interviewsSurvey

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Data Gathering methods; a note on each

Mail surveys

Hard to get back… No incentive (unless you slip the buck like

Dr Truly 15% 30% )No guarantee of consistency of resultRelatively cheapCan buy targeted mail listsAnthrax (and now Ricin) hurt the method

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Focus Group

8 people become the decision for 15 million?

Cost (You must pay them)

($50.00 x 20 =$ 1000 x 3 = $3000)Moderator must be very good to elicit the best out of the peopleNot empirical: all qualitative/opinion

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Telephone Surveys

Only a specific clientele (Those who will give info over the phone –

Elderly? Unemployed?)

Lots of refusalsLots of answering machinesExpensive for Long DistanceNo control

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(Semi-structured) Personal interviews

Rambling

One person does not an expert make

Reluctance on part of intervieweeQualitativeTime consuming

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Video to Face book

and Delphi Technique

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Intercept Methods

Where can you do it (Not in a mall)?

Many do not stop…representative?

InconvenientBias (Young ladies/men?)Long, boring and tiring

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One overriding principal

GI - GO

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The Ten Rules of Survey development

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1. Obey my rules about wording

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2. Open with a wiffle question

What do you do in your leisure time?

How many times have you been to our garden?

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3. End with the sensitive questions

Sex (Its OK now to use “Sex’ it used to be gender) but it is still NOT a “Yes or No” proposition !

Income

Age

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4. Group Demography together

Age

Income

EducationEthnicityGenderHousehold structureZip (Not where do you live)

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5. Do not ask dumb questions

What gender are you?

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6. Quantify the qualitativeLikert

scale

1-5

1-71-10

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7. Ask direct questions KISSWhat media do you watch?

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8. Ask specific questionsSpecial event

Special exhibition

Special showing

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9. Make the survey progressive/logical/ sequential

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10.Always ask yourself …is this question useful?

What was the weather like when …

Can I do something with the results?

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There seem to me to be five types of Garden survey

Basic Visitor surveys: who is our visitor?

Demographic

PsychographicSatisfaction (upon exit) Did you like garden/ event/special show (exit interview)How people find out about your GardenEconomic surveys = Spending and origin (often called Economic Impact IMPLAN)How do you reach (new) visitors =Media habits and Social media is now hot.

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A couple of things you should know:

Demographic (Empirical or Quantitative)

Data, cost, numbers

Psychographics (or qualitative)(Values, attitudes and lifestyles)Tough (how do you quantify/describe?) BUT it may be the way people behave (what if all the people going to Mark Twain House are history buffs i.e. not a demographic, income, age variable?)Likert scale: a graduated scale to express degree of preference (not an absolute proposition) or attitude Heavily qualitative1. Strongly agree2 Agree3. Neutral4, Disagree

5. Strongly disagree

Slide39

OK Now you do a survey …

First survey ever

WHO IS OUR VISITOR?

How did they find you?Want to know patterns of movement within the garden (do they use café?)Spending outside/at/in the garden (Local Council is on your but to justify your existence)BIG ONE: Attitudes towards … (what did they like in your garden?)What is their Demographic profileWhat is their Psychographic Profile?

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In Garden Tourism Market Research we usually need to know:

1. Origin

2. Destination

3. # in party4. # of days stayed5 Types of Transportation used6. Amount of planning for a trip7. Attractions visited

8. Events attended

9. Preferred activities

10. Opinion of events/attractions

11. Complaints

12. Purpose of visit13. Reason for visit (Goals)

14. Extent goals met (Satisfaction)15. Repeat visits

Slide41

Tourism Market Research Data (contd)

16. Types of accommodation

17. How did you hear of us? Source of info

Media habits18. Length of trip19. Constraints on travel20. Personal influences21. Use of Tour operator/travel agent

22. Opinions, values, perceptions attitudes (Psychographics)

23. Demographics

Age

Sex

Family CompositionIncome

EmploymentEducation level24. Information consulted esp web and now social media25. Decision making process/time/makers 26. Special Needs (Cultural, linguistic, disabilities)

Slide42

Analyzing the data

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SPSS

First Tab Data View

Second Tab – Variable View

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Quantitative methods available through SPSS

Descriptive (mean, medium, frequencies)

Simple Regression essentially predictive (on one variable)

Multiple regression (on multiple variables)Factor analysis (what emerges as the strongest factor)Analysis of Variance Analysis of Covariance Simple correlation Cluster analysis Commonalities in “cluster”Canonical correlation

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