Session 5 Marketing Information System and Marketing Research

Time required: 2 hours
Objectives & Requirements
　　Understand
　　•  how information is developed to the right managers at the right times
　　•  how to collect information relevant to a specific marketing problem
　　•  the process of planning primary data collection and execution of the plan
Essential Concepts
　　•  marketing information system (MIS)
　　•  marketing research
　　•  ways of gathering secondary information
　　•  research approaches
　　•  process of collecting primary data
Text Chapter and Supplementary Materials
　　Chapter 4，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – e)
　　Issues for Discussion:
　　1. If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou, what secondary and primary data do we need? And how to get it?
　　2. If you are commissioned by 科龙 Group to survey awareness of and preference to the brand
names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample?
Case Analysis:
　　“Enterprise Rent-a-car:Measuring Service Quality”，Principles of Marketing 9th ed.

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