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Marketing Information System and

Marketing Research

Presented by

Prof. Ashish Bhalla

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A Marketing Information System (MIS) consists of

people, equipment, and procedures to gather, sort,

analyze, evaluate, and distribute needed, timely, andaccurate information to marketing decision makers.

American Marketing Association MKIS (MIS) is a set

of procedures and methods for the regular, planned

collection, analysis and presentation of information for

use in marketing decisions

Marketing Information System

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Marketing Information System

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Benefits of MIS

Market Monitoring

Strategy Development

Strategy Implementation

Functional integration

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Begins and Ends with Information Users

Interacts with information users to assess information.

Develops needed information from internal and external

sources.

Helps users analyze information for marketing decisions.

Distributes the marketing information and helps managersuse it for decision making.

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Internal data is gathered via

customer databases, financial

records, and operations reports.

Advantages include quick/easy

access to information.

Disadvantages stem from theincompleteness or inappropriateness

of data to a particular situation.

Internal data

Marketingintelligence

Marketing research

Sources of Info

Developing Marketing Information

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Marketing intelligence is the

systematic collection and analysisof publicly available informationabout competitors and trends in themarketing environment.

Competitive intelligence gatheringactivities have grown dramatically.

Many sources of competitiveinformation exist.

Internal data

Marketingintelligence

Marketing research

Sources of Info

Developing Marketing Information

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Marketing Research

Every marketer needs research ranging from market potential andmarket share studies, assessment of customer satisfaction and purchasebehavior, studies of pricing, product, distribution, and promotion

activities.

A company can conduct market research at its own department or canalso be outsourced.

Marketing research is the systematic design, collection, analysis, and

reporting of data relevant to a specific marketing situation facing anorganization.

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Defining the Problem and the Research Objectives

Developing the Research Plan

Implementing the Research Plan

Interpreting and Reporting the Findings

The Marketing Research Process

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Step 1: Defining the problem and

research objectives

The manager and the researcher must work together.

These objectives guide the entire process.

ExploratoryResearch

DescriptiveResearch

CausalResearch

Gathers preliminary informationthat will help define the problemand suggest hypotheses.

Describes things as marketpotential for a product or the

demographics and consumersattitudes.

Test hypotheses about cause-and-effect relationships.

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Step 2: Developing the Research Plan

The research plan is a written document that outlines thetype of problem, objectives, data needed, and the usefulnessof the results. Includes:

Secondary data: Information collected for another

purpose that already exists.

Primary data: Information collected for thespecific purpose at hand

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Secondary data sources: Government information

Internal, commercial, and online databases

Publications

Advantages: Obtained quickly

Less expensive than primary data

Disadvantages:Information may not exist or may not be usable

Secondary Data

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Experimental Research

Observational Research

Gathering data by observing people,actions and situations

(Exploratory)

Survey Research

Asking individuals aboutattitudes, preferences or

buying behaviors(Descriptive)

Using groups of people todetermine cause-and-effect

relationships

(Causal)

Primary Data Collection Process

Step 1. Research Approaches

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M ail Te lep h o n e P erso n a l O n lin e

F lex ib ility P o o r G o o d E xce llen t G o o d

Q uan t ity of

Da ta Col lected

G o o d F a ir E xce llen t G o o d

Con t ro l o fInterv iewer

E xce llen t F a ir P o o r F a ir

Con t ro l o fS a m p l e

F a ir E xce llen t F a ir P o o r

Speed o f DataCol lect ion

P o o r E xce llen t G o o d E xce llen t

R esp o n se R ate F a ir G o o d G o o d G o o d

C o st G o o d F a ir P o o r E xce llen t

Primary Data Collection Process

Step 2. Contact Methods

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Mechanical Devices

People Meters

Grocery Scanners

Galvanometer Tachistoscope

QuestionnaireWhat to ask? Form of each question? Wording?

Ordering?

Research Instruments

Primary Data Collection Process

Step 3. Research Instruments

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Step 3: Implementing the Research Plan

Data is collected by the company or an outsidefirm.

The data is then processed and checked foraccuracy and completeness and coded for analysis.

Finally, the data is analyzed by a variety ofstatistical methods.

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Collecting theData

Processing theData

Analyzing theData

Research Plan

Step 3: Implementing the Research Plan

(Cont..)

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Step 4: Interpreting and Reporting the

Findings

The research interprets the findings, drawsconclusions and reports to management.

Managers and researchers must work together

to interpret results for useful decision making.

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Researcher Should Present Important Findings that are Useful in theMajor Decisions Faced by Management.

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management

Step 4: Interpreting and Reporting the

Findings (Cont..)

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Thank You