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Prepared by

PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

ITC Used Extensive Market Research Sunfeast range of biscuits

Marketing Information Systems (MIS)

Marketing information system (MIS) consists of people and procedures for:

– Assessing informational needs– Developing needed information– Helping decision makers use the information to

generate customer insights

MIS Systems Provide Massive Information DuPont's Pillow Study

DuPont's Pillow Study

Pillow Segments

• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers

Marketing Information Systems (MIS)

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Marketing Information System

Marketing Information System

Developing Marketing Information

Internal Data

Internal databases

These are electronic collections of consumer and market information obtained from data sources within the company network

Internal Data

Marketing intelligence

Marketing intelligence

It is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace

Marketing intelligence

Marketing research

Marketing research

This is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

Marketing research

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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Makedecision

Steps in the Marketing Research Process

Defining the Problem and Research Objectives

Developing the Research Plan

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Step 2: Develop the Research Plan

Data Sources

ContactMethods

ResearchInstruments

SamplingPlan

Research Approach

Research Approach

• Based on Internal data

• Based on MIS

Sampling Plan

• Sampling unit: Who is to be surveyed?

• Sample size: How many people should be surveyed?

• Sampling procedure: How should the respondents be chosen?

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Contact Methods

Mail Questionnaire

TelephoneInterview

PersonalInterview

OnlineInterview

Contact Methods

Contact Methods

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Research Instruments

Questionnaires

Technological Devices

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Research Instruments

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS

Galvanometer

GPS

Barriers Limiting the Use of Marketing Research

• A narrow conception of the research

• Uneven caliber of researchers

• Poor framing of the problem

• Late and occasionally erroneous findings

• Personality and presentational differences