Download - MIS Lesson 2
-
8/3/2019 MIS Lesson 2
1/20
Marketing Information Systems
(MIS) & Marketing Research
-
8/3/2019 MIS Lesson 2
2/20
The marketing information system (MIS)
Assessing information needs
Developing information
Marketing research processing
Information analysis
Distributing information
Outline
-
8/3/2019 MIS Lesson 2
3/20
Marketing Information SystemConsists of people, equipment, and procedures togather, sort, analyze, evaluate, and distributeneeded, timely, and accurate information tomarketing decision makers.
1. Assessing information needs: a good MIS system
balances information that we would like to haveagainst that which is really needed and feasible toobtain.
2.Developing information: four main sources/types.
1. Internal Records Information2. Marketing Intelligence
3. Marketing Research
4. Information Analysis
3. Distributing information to decision makers.
-
8/3/2019 MIS Lesson 2
4/20
The Marketing Information
System
-
8/3/2019 MIS Lesson 2
5/20
Assessing Information Needs
Pizza Hut wants to launch a new pizza but needs
feedback from the customers.
Treasure Island wants to evaluate its market position
.
Burger King develops two TV commercials and
wonder which one would be more effective.
You are going to start your own business in aparticular city and you have to make concept and
location decisions.
-
8/3/2019 MIS Lesson 2
6/20
Developing Information
Main Sources and Types
1.Internal records information
2. Marketing intelligence
3. Marketing research
Information analysis
-
8/3/2019 MIS Lesson 2
7/20
Internal Records
Information gathered from sources within the company to
evaluate marketing performance and to identify
marketing problems and opportunities
Internal databaseInternal database (Financial and nonfinancial data
from PMS)
Data warehousesData warehouses (Customer data in the corporate
office Ex. Wyndham Hotels)
Guest history informationGuest history information (information gathered
from guest records)
Developing Information
-
8/3/2019 MIS Lesson 2
8/20
Internal Records
Guest information trendsGuest information trends (booking patterns,cancellations, occupancy patterns)
Guest information managementGuest information management (e.g., guestcomment cards, listening to and speaking with
guests, mystery shoppers, P.O.S. information
Example: Las Vegas Hilton) Corporate customer and marketing intermediaryCorporate customer and marketing intermediary
informationinformation (e.g., customer and prospective customer
databases)
Developing Information
-
8/3/2019 MIS Lesson 2
9/20
Marketing IntelligenceEveryday information from internal and external sources about
developments in the marketing environment that helps managers to
prepare and adjust marketing plans and short-run tactics.
Internal sources of marketing intelligenceInternal sources of marketing intelligence- Gathered by company executives, and other employees
External sources of marketing intelligenceExternal sources of marketing intelligence
- Macromarket information, competitive, new innovation and trends
Sources of competitive informationSources of competitive information- Annual reports, trade magazines, press releases, andadvertisements
Commercial sources of marketing informationCommercial sources of marketing information- On-line databases of information services, electronic yellow pages
Developing Information
-
8/3/2019 MIS Lesson 2
10/20
Marketing Rese
arch
A process used to identify and define marketing opportunitiesand problems, to monitor and evaluate marketing actionsand performance, and to communicate research findings tomanagement.
Example: When McDonalds decided to add salads to its menu, its planners
needed to research customers preferences for types of vegetables
and dressings.
Most common activities: market share analysis, market potentialssales analysis, business trends, short-range forecasting, competitive
Product studies, long-range forecasting, testing of existing products.
1. Own researchers
2. Outside researchers
Developing Information
-
8/3/2019 MIS Lesson 2
11/20
Interpretingand reporting
the findings
Implementingthe researchplan -- collecting
and analyzingthe data
Developing theresearch planfor collecting
information
Defining theproblem andresearch
objectives
Marketing Research Process
Steps in the Marketing Research Process:
Objectives:Exploratory
Descriptive
Causal
Secondary data vs.primary data
Sample vs.
population
Research
Approaches
Put the plan intoaction collect and
analyze the data
Interpret thefindings-draw
conclusions
and report to
management
-
8/3/2019 MIS Lesson 2
12/20
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why. our product? Who buys our our products in a new package?
competitors product?
Would people be interested Which of two advertising
in our new product idea? What features do buyers prefer campaigns is more effective?in our product?
Defining the Problem and Research Objectives
Marketing Research Process
-
8/3/2019 MIS Lesson 2
13/20
-
8/3/2019 MIS Lesson 2
14/20
Information ThatAlready Exists
Somewhere.
+ Obtained More
Quickly, Lower Cost.- Might Not be
Usable Data.
Develop the Research Plan
Secondar
y vs. Primar
yDa
ta
Both MustBe:
Relevant
Accurate
Current
Impartial
Information
Collected for the
Specific Purpose
at Hand.
-
8/3/2019 MIS Lesson 2
15/20
Marketing Research Process
-
8/3/2019 MIS Lesson 2
16/20
Mail Telephone Personal Internet
Flexibility Poor Good Excellent Good
Quantity of Data
Collected
Good Fair Excellent Good
Control of
Interviewer
Excellent Fair Poor Fair
Control of
Sample
Fair Excellent Fair Poor
Speed of Data
Collection
Poor Excellent Good Excellent
Response Rate Fair Good Good Good
Cost Good Fair Poor Excellent
Develop the Research PlanContact Methods
-
8/3/2019 MIS Lesson 2
17/20
Research Instruments
Structured or Unstructured
Interview (structured or unstructured)
Mechanical Devices (Tape record, video) Structured (Questionnaire)
Presenting the Research Plan
Summarize the plan in a written proposal
Marketing Research Process
-
8/3/2019 MIS Lesson 2
18/20
-
8/3/2019 MIS Lesson 2
19/20
Information Analysis
This involves further and more detailed analysis of
marketing intelligence and marketing research
data (sometimes this is called secondary
analysis of primary data) through:
1.Advanced statistical analysis
2. Mathematical models
-
8/3/2019 MIS Lesson 2
20/20
Distributing Information
Information has no value until managers use it to
make better decisions.
It must reach the appropriate managers at the right
time.
Often information arrives too late to be useful.