Marketing Information System&

Marketing Research

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Introduction

Marketing was the first functional area to exhibit an interest in MIS

The marketing information system has three subsystems; the accounting information system, marketing research, and marketing intelligence

Functional information systems: the conceptual systems should be "mirror images" of the physical systems

Functional information systemsFunctional information systems

Marketinginformation

system

Manufacturinginformation

system

Financeinformation

system

Human resourceinformation

system

Marketingfunction

Manufacturingfunction

Financefunction

Humanresourcesfunction

Physical system of the firmPhysical system of the firm

Functional Information Systems Functional Information Systems RepresentRepresent

Functional Physical SystemsFunctional Physical SystemsInformation

resourceinformation

system

Information Servicesfunction

The Marketing Information System (MKIS)

Kotler's marketing nerve center3 information flows

Internal Information Marketing Intelligence (from environment) Marketing Communications (to environment)

FirmEnviron-ment

Marketing intelligence

Marketing communications

Internalmarketinginformation

Kotler’s Information FlowsKotler’s Information Flows

Marketing Information System (MKIS) Definition

A computer-based system that works in conjunction with other functional information systems to support the firm's management in solving problems that relate to marketing the firm's products.

The components of a computerised MKIS

Model Bank

Data Bank

StatisticalBank

MKISDisplay

unitMarketingManager

The components of a computerised MKISData bank - raw data e.g historical sales

data, secondary dataStatistical bank - programmes to carry-out

sales forecasts, spending projectionsA model bank - stores marketing models

e.g Ansoff’s matrix, Boston MatrixDisplay unit - VDU and keyboard

Marketing Intelligence

Marketing Intelligence (MI) is the information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. - wikipedia

Marketing Research

‘the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’

American Marketing Association

The Marketing Research Process

Set objectives

Define research Problem

Assess the value of the research

Construct a research proposal

Specify data collection method

Specify techniques of measurement

Select the sample

Data collection

Analysis of results

Present in a final report

Terminology of Marketing Research

Primary data - collected firsthandSecondary data - already exists, desk

researchQuantitative research - statistical basisQualitative research - subjective and

personalsampling - studying part of a ‘population’

to learn about the whole

Marketing Research Techniques

Interviews face-to-face telephone postal questionnaire

Attitude measurement cognitive component (know/believe about an

act/object) affective component (feel about an act/object) conative component (behave towards an object or

act)

Group discussion and focus groupPostal research questionnairesDiary panels - sources of continuous dataIn-home scanning - hand-held light pen to

scan barcodesTelephone researchObservation

home audit direct observation

In-store testing

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Sources: www.marketingteacher.com