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Chapter - 5

Marketing Information system

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� Concept of marketing information system,

� Marketing research process,

� Marketing intelligence system,� Components of marketing information

systems Internal records system, Marketing

decision support systems

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Marketing

Information System (MIS)?

� MIS is an organised way of continually gathering,accessing, analysing information required by managersto make decisions

� Consists of people, equipment, and procedures togather, arrange, analyze, evaluate and distributeneeded, timely, and accurate information to

marketing decision makers.

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The Marketing Information System

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� Information needed by marketing managers comes fromthree main sources:

1) Internal company information E.g. sales, orders, customer

profiles, stocks, customer service reports etc

2) Marketing intelligence This can be information gathered

from many sources, including suppliers, customers, and

distributors.

3) Market research Businesses frequently need to undertake

specific studies to support their marketing strategy this is

market research.

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Marketing Information System offers many advantages:

1. Organized data collection.

2. The storage of important data.

3. An avoidance of crisis.4. Coordinated marketing plans.

5. Speed in obtaining sufficient information to make decisions.

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Marketing Intelligence

� A systematic collection and analysis of publicly

available information about competitors and

developments in the marketing environment that

helps managers prepare and adjust marketing plans

� Everyday information about developments in the

marketing environment, that managers use to

prepare and adjust marketing plans.

� Marketing intelligence refers to the wide range of

ethical activities that may be used to gather

information about competitors

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Marketing Research

� Marketing Research is the planning, collection,

and analysis of data relevant to marketing

decision making and the communication of

the results of this analysis to management.

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Marketing Research and Its Importance

Why marketing research? Improve quality of

decision making

Trace problems

Focus on keeping

existing customers

Understand changes in

marketplace

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The Marketing Research

Process

D e f i n i n g t h e P r o b l e m a n d t h e R e s e a r c h O b j e c t i v e s

D e v e l o p i n g t h e R e s e a r c h P l a n

m p l e m e n t i n g t h e R e s e a r c h P l a n

U n d e r s t a n d a n d R e p o r t i n g t h e F i n d i n g s

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Basic Steps of Marketing Research

Process� Problem Identification and Definition

This is the initial phase of the marketing research process.

Basically, it involves a clear and specific understanding of the

problem at hand.

� Research teams make use of customer feedback, internal and

external data reports, sales graphs, purchasing patterns, etc.

to come up with an accurate problem definition.

� Objectives can be of three types

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Defining the Problem &

Research Objectives

ExploratoryResearch

DescriptiveResearch

CausalResearch

�To carry out about cause-and-effect relationships.

�Gathers preliminary informationthat will help define the problem

and suggest assumption.

�Describes things as consumer¶sattitudes

or market potential for a product.

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DEVELOPING THE RESEARCH PLAN:

Researches determine the exact information needed,

develop a plan for gathering it efficiently, and present the

plan to management.

Research plan review -

sources of existing data

specific research approaches,

contact methods,

sampling plans, and

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Research plan may call for -

Primary data: Information collected for the specific

purpose at hand

Secondary data: Information that already exists some

where, having been collected for another purpose

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Sources of Secondary Data

Government AgenciesGovernment Agencies

Trade and Industry AssociationsTrade and Industry Associations

Business reviewBusiness review

News MediaNews Media

Internal Corporate InformationInternal Corporate Information

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Advantages of Secondary Data

Saves time andmoney if on target

help in determining

direction for primary

data collection

Pinpoints the kinds

of people to

approach

Serves as a basis of

comparison

for other data

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Disadvantages of Secondary Data

May not give

sufficient detailed

information

May not be on target

with the research

problemQuality and accuracy

of data may cause a

problem

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Primary Data

Primary

Data

Primary

DataInformation collected for the

first time. Can be used for

solving the particular

problem under investigation.

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Advantages of Primary Data

Answers a

specific

researchquestion

Data are current

Source of datais known

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Disadvantages of Primary Data

Expensive

associated mayconfuse respondents

Disadvantages are usually offset by the advantages of primary data.

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1. Survey Research

The most popular technique

for gathering primary data in

which a researcher interacts

with people to obtain facts,

opinions, and attitudes.

Survey ResearchSurvey Research

Research approaches:

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Forms of Survey Research

Focus Groups

Internet Surveys

Mail Surveys

Telephone Interviews(Home and Central Location)

Interviewing people in theInterviewing people in the

common areas of shopping mallscommon areas of shopping malls

Computer-assisted

Personal Interviewing

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2. Observation Research

A research method that relies on

three types of observation:

people watching people people watching an activity

machines watching people

Observation

Research

Observation

Research

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Observational Situations

Situation P eople

watching

people

P eople

watching

phenomena

Machines

watching

people

Machines

watching

phenomena

Example

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Sampling Plan

A sample is segment of the population selected for marketing

research to represent the population as whole

Sample should be representative to make accurate estimates.

Designing a sample requires three questions

Who is to be surveyed (what sampling Unit )? Relevant

person in the purchase of car husband, wife, children

???

How many people should be surveyed (what sample

size)? It involves cost. Bigger sample more cost

How should the people be chose (Sampling procedures)?

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Types of samples

PROBABILISTIC 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

(such as age groups). Random samples drawn from

each group

Cluster (area)

sample

The population is divided into mutually exclusive groups

(blocks). Sample of each group is drawn

NON PROBABILISTIC SAMPLE

Conveniencesample

Selects the easiest population member to gather information

Judgment

sample

Researcher uses his or her judgment to select

members

Quota sample Researcher finds and interviews a prescribed number

of people in each of several categories

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IMPLEMENTING RESEARCH PLAN:

Involves

1. Collecting:

by companys marketing research team or outside firms

Most expensive and the most subject to error

Researchers should ensure correct implementation of plan

1. Processing, and analysing information

To check data for accuracy and completeness

Code it for analysis

Tabulate the results and

Compute statistical measures

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INTERPRETING AND REPORTING THE FINDINGS:

Market researcher should

Interpret the findings, draw conclusions, and report them to

the management

Not try to overwhelm managers with numbers and fancy

statistical techniques

Should present only important findings that are useful in the

major decisions faced by the management

In many cases, findings can be interpreted in many ways,

researchers and marketing managers can work closely to

deduce best interpretations.

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DECISION SUPPORT SYSTEM:

A Marketing information system organises incoming

information into a Data warehouse

A Data ware house is electronic library

A DSS is a computer program that makes it easy for a

marketing manager to get and use information as he or she is

making decisions.

An interactive, flexible computerized information system

that enables managers to obtain and manipulateinformation as they are making decisions.

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