Chapter 8
Chapter 8
Objectives To Show Why Retailers Should Research To Examine Retail Information Systems To Describe the Marketing Research Process To Discuss the data collection Process
• To Show Why Retailers Should Research • To Examine Retail Information Systems • To Describe the Marketing Research Process • To Discuss the Data Collection Process
Nonsystematic Research Intuition Status Quo Copying a Competitor Talk to Only a Few Assume Past will Continue into Future Why Are These a Problem?
• Intuition • Status Quo • Copying a Competitor • Talk to Only a Few • Assume Past will Continue into Future Why Are These a Problem?
Retail Information System Retailers Environment Philosophy and Strategic Plans Objectives (a) Data collection, Information b)Data storage analysis, and control and retrieval interpretation center (c) Updating of files Implementation retail operations Feedback
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
RIS Strengths Information Organized and broad Regular Data Collection and Storage Coordinated Strategy New Strategies Devised Quickly
• Information Organized and Broad • Regular Data Collection and Storage • Coordinated Strategy • New Strategies Devised Quickly