(MIS)

• A marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers.

MIS

• Information Analysis• Internal Records• Marketing Intelligence• Marketing Research

Internal Records• Electronic collection of information obtained

from data sources within the company

• The company's accounting department prepares financial statements and keeps detailed records of sales, orders, costs and cash flows.

• Manufacturing reports on production schedules, shipments and inventories.

• The sales force reports on reseller reactions and competitor activities.

Marketing Intelligence

• The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.

• Marketing intelligence comes from many sources. Much intelligence is from the company's personnel - executives, engineers and scientists, purchasing agents and the sales force

Marketing Research

• Is the Systematic design ,collection ,analysis and reporting of data relevant to a specific marketing situation facing an organization.

• Many people think of marketing research as a lengthy, formal process carried out by large marketing companies. But many small businesses and non-profit organizations also use marketing research

• IMPORTANCE OF MARKETING RESEARCH

• The emergence of buyer’s market requires continuous need of marketing research to identify consumer’ need and ensure their satisfaction.

• The ever expanding markets require large number of middlemen and intensive distribution. Marketing research should help identify and solve the problems of middlemen and distribution.

• There is always a change in the market conditions and the requirements of consumers. Marketing research enables to anticipate and meet any such changes.

• Marketing research can help bring about prompt adjustments in product design and packaging.

• It can help find out effectiveness of pricing.• It can help find out the effectiveness of sales promotion and

advertisement.• It can help identify the strength and weakness of sales force.

The Marketing Research Process

• A marketing research project might have one of three types of objective.

• The objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses.

• The objective of descriptive research is to describe things such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

• The objective of causal research is to test hypotheses about cause-and effects‘ etc. relationships.

1.Defining the Problem and Research Objectives

2.Developing the Research Plan for collecting information

• Primary data

– Observation research– Survey Research– Contact methods– Online Marketing Research

• Secondary data– The company internal data base– Online commercial sources – Government source

Research Approaches

Contact methods

Sampling plan Research instrument

Observation Mail Sampling Unit Questionnaire

Survey Telephone Sampling Size Mechanical Instrument

Experiments Personal Sampling Procedures

Online

3.Implementing the research plan for collecting and analyzing data

4.Interpreting and Reporting the Findings