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UNIT - IIMarketing Information

System and MarketingResearch

Prof. Arun Mishra

arunjimishra@gmail.com

9893686820

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Definition : Marketing InformationSystems (MIS)

Marketing information system (MIS)consists of people equipment &procedures to gather, sort, analyze,

evaluate, and distribute needed, timely,and accurate information to marketingdecision makers

It helps in:

Assessing informational needs Developing needed information

Helping decision makers use the information togenerate customer insights

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Marketing Information System

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Assessing Marketing InformationNeeds

MIS provides information to the companysmarketing and other managers and external

partners such as suppliers, resellers, and

marketing service agencies

Characteristics of a Good MIS Balancing what the information users would like to have

against what they need and what is feasible to offer.

Users

Needs

MISOfferings

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Developing Marketing Information

Internal dataMarketing intelligence

Marketing research

Marketers obtain information from

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Developing Marketing Information

Internal databases are electronic collections ofconsumer and market information obtained from

data sources within the company network

Marketing intelligence is the systematic

collection and analysis of publicly available

information about consumers, competitors, and

developments in the marketplace

Marketing research is the systematic design,collection, analysis, and reporting of data relevant

to a specific marketing situation facing an

organization

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Developing Marketing Information

Steps in the Marketing Research Process

STEP 1: Define

the Problemand research

objective

STEP 2:Develop theresearch plan

STEP 3:Collect theinformation

STEP 4:Analyze theinformation

STEP5:Present the

findings

STEP 6: Makethe decision

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Developing Marketing Information

Marketing ResearchDefining the Problem and Research Objectives

Exploratory research

Descriptive research

Causal research

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Developing Marketing Information

Outlines sources of existing data Spells out the specific research approaches,

contact methods, sampling plans, and

instruments to gather data

Marketing ResearchDeveloping the Research Plan

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Developing Marketing Information

Management problem

Research objectives

Information needed

How the results will helpmanagement decisions

Budget

Marketing Research

Written Research Plan Includes:

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Developing Marketing Information

Secondary data consists of information

that already exists somewhere, havingbeen collected for another purpose

Primary data consists of information

gathered for the special research plan

Marketing ResearchDeveloping the Research Plan

D l i M k ti

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Developing Marketing

Information

Advantages

Cost

Speed

Could not get

data otherwise

Disadvantages

Current

Relevant

Accuracy

Impartial

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Developing Marketing Information

Plann ing Primary DataCol lect ion

Researchapproaches

Contact methods

Sampling plan

Researchinstruments

Marketing Research

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Market ResearchResearch Approaches

Observational research involves gathering

primary data by observing relevant people,

actions, and situations

Ethnographic research involves sending trainedobservers to watch and interact with consumers in

their natural environment

Experimental research is best for gathering

causal informationcause-and-effectrelationships

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Market ResearchResearch Approaches

Survey research is the most widely used method

and is best for descriptive information

knowledge, attitudes, preferences, and buying

behavior Flexible

People can be unable or unwilling to answer

People may give misleading or pleasing answers

Privacy concerns

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Marketing ResearchContact Methods

Onlinemarketingresearch

Internetsurveys

Onlinepanels

Onlineexperiments

Click-streamdata

Onlinefocus

groups

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Marketing ResearchSampling Plan

Sample is a segment of the population

selected for marketing research to

represent the population as a whole

Who is to be surveyed?

How many people should be surveyed?

How should the people be chosen?

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Marketing ResearchSampling PlanTypes of Samples

Probability Sample

Simple random sample Every member of the population has a known and equal

chance of selection

Stratified random sample The population is divided into mutually exclusive groups and

random samples are drawn from each group

Cluster (area) sample The population is divided into mutually exclusive groups and

the researcher draws a sample

Nonprobability Sample

Convenience sample The researcher selects the easiest population members

Judgment sample The researcher uses his/her judgment to select population

members

Quota sample The researcher finds and interviews a prescribed number of

people in each of several categories

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