Mis

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Why Information?
• Companies with superior information enjoy a
competitive advantage.
• The company can :
1)choose its markets better,
2)develop better offerings, and
3)execute better marketing planning

Marketing information system
• A marketing information system is a
management information system designed to
support marketing decision making.

Marketing
information
system
• PHILIP KOTLER:
• "A marketing information system is a
continuing and interacting structure of people,
equipment and procedures to gather, sort,
analyze, evaluate, and distribute pertinent,
timely and accurate information for use by
marketing decision makers to improve their
marketing planning, implementation, and
control".

• A marketing information system (MIS) is
a set of procedures and methods
designed to generate, analyze,
disseminate, and store anticipated
marketing decision information on a
regular, continuous basis. An information
system can be used operationally,
managerially, and strategically for several
aspects of marketing.

marketing
Decision
support system

Internal reporting systems
• Supplies results data.
• The internal records of
production, warehousing, distribution , direct
selling, cash flow , creditors are in internal
reporting department system.
• E.g. sales, orders, customer
profiles, stocks, customer service reports etc

Internal reporting system has focus on
four marketing activities
• The order to payment cycle
• Sales information system
• Data base , data warehousing and
data mining

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Order-to-Payment Cycle
1.Customers and sales representatives fax or e-mail
their orders.
2.Computerized warehouses quickly fill these
orders.
3.The billing department sends out invoices as
quickly as possible.
using the Internet and extranets to improve the
speed, accuracy, and efficiency of the order-to-
payment cycle.

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Internal Records
Sales Information System
Marketing managers need timely and
accurate reports on current sales.

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Databases, Data Warehousing, and
Data Mining
companies organize their information in
databases:
1.customer databases,
2.product databases,
3.salesperson databases
Organizations combine data from the
different databases.
Internal Records

Marketing intelligence systems:
• Supplies happenings data
• A set of procedures and data sources used by
marketing managers used to obtain every day
information from the marketing environment that
they can use in their decision making.

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Steps to Improve Marketing Intelligence
• Train and motivate sales force
• Motivate channel members to share intelligence
• Network externally
• Utilize customer advisory panel
• Utilize government data resources
• Purchase information
• Collect customer feedback online

Marketing Decision Support System
• A set of statistical tools and techniques
models with hardware and software support
that helps the manger in analysing the
information properly and using it in making
better and effective marketing decisions

Marketing research systems
• Marketing research:
• Systematic gathering recording and analysing
of data about problems relating to the
marketing of goods and services

Marketing research
• According to American
Marketing Association,
“Marketing Research is the
function that links the consumer,
customer and public to the
marketer through information-
information used to identify and
define marketing opportunities
and problems, generate, refine
and evaluate marketing actions;
monitor marketing performance;
and improve understanding of
marketing as a process.”

Marketing research
• PHILIP KOTLER
• It is the systematic design , collection and analysis
and reporting of data analysis and findings relevant
to specific marketing situation facing the company.

Marketing research characteristics
• Systematic
• Objective

Who Is Responsible for Marketing Research
Most large companies have their own marketing
research departments.
At much smaller companies, marketing research is
often carried out by everyone in the company
Business Organizations normally budget marketing
research at 1 to 2 percent of company sales

Marketing research & firms
Type Examples
Syndicated-service research firms Gather & sell
Custom marketing research firms hired to carry out
Specialty-line marketing research
firms
(specialized in services) sells
field interviewing services to
other firms.

The Marketing Research Process
six steps as
shown in
this Figure

Step 1) Defining the Problem
• Should not be defined too broadly or too
narrowly . Clarity on the following:
a. What is to be researched? (the content , the
scope)
b. Why it is to be researched? (the decision that
are to be made)

Step 2) Developing Research Plan
Designing a research plan calls for decisions on
the data sources, research approaches,
research instruments, sampling plan, and
contact methods

Research design
• A research design encompasses the
methodology and procedure employed to
conduct research.

Data sources
Primary data
Secondary data

Research approaches
Primary data can be collected in five ways:
Observation
Focus groups
Surveys
Behavioral data
Experiments.

Observational research
• Gather fresh data by
observing the relevant
actors and settings

Focus Group
Gathering of six to ten people who are carefully
selected based on certain
demographic, psychographic, or other
considerations and brought together to
discuss at length various topics of interest.

Behavioral Data
Customers leave traces of their
purchasing behavior in store
scanning data, catalog purchases,
and customer databases.

Survey Research
 Companies undertake surveys to learn
about people's knowledge, beliefs,
preferences, and satisfaction, and to
measure these magnitudes in the general
population.
Requires development of a survey
instrument.

Experimental Research
The most scientifically valid. The purpose of
experimental research is to capture cause-
and-effect relationships by eliminating
competing explanations of the observed
findings.
• Experiments call for selecting matched groups
of subjects, subjecting them to different
treatments, controlling extraneous variables,
and checking whether observed response
differences are statistically significant.

Three main research instruments in collecting
primary data:
1) questionnaires,
2) qualitative measures,
3) Technological devices.
RESEARCH INSTRUMENTS

Questionnaires
• Consist of a set of questions presented to
respondents.
• To collect primary data.
Closed-end questions
Open-end questions

Qualitative research
QR techniques are relatively unstructured
measurement approaches that permit a
range of possible responses, and they are
a creative means of ascertaining
consumer perceptions that may
otherwise be difficult to uncover.

Technological Devices
• Mechanical devices are occasionally used in marketing
research.
• Eye cameras study respondents' eye movements to see
where their eyes land first, how long they linger on a given
item, and so on.
• Audiometers can be attached to television sets in
participating homes to record when the set is on and to
which channel it is tuned.

SAMPLING PLAN
SAMPLING PLAN After deciding on the research
approach and instruments, the marketing
researcher must design a sampling plan.
1. Sampling unit: Who is to be surveyed?
2. Sample size: How many people should be surveyed?
3. Sampling procedure: How should the respondents
be chosen?

• Simple random sample: Every member of
the population has an equal chance of selection.
• Stratified random sample: The population
is divided into mutually exclusive groups (such as
age groups), and random samples are drawn from
each group.
• Cluster (area) sample: The population is
divided into mutually exclusive groups (such as city
blocks), and the researcher draws a sample of the
groups to interview.
A. Probability Sample

B. Non-probability Sample
• Convenience sample: The researcher selects
the most accessible population members.
• Judgment sample: The researcher selects
population members who are good prospects for
accurate information.
• Quota sample: The researcher finds and
interviews a prescribed number of people in each
of several categories.

CONTACT METHODS
Once the sampling plan has been determined, the marketing
researcher must decide how the subject should be
contacted:

Step 3: Collect the Information
• Getting the right respondents is critical.
• In the case of surveys, four major problems
arise.
1) Some respondents will not be at home and
must be contacted again or replaced.
2) respondents will refuse to cooperate.
3) some will give biased or dishonest answers.
4) some interviewers will be biased or dishonest.

Step 4: Analyze the Information
The next-to-last step in the process is to extract
findings from the collected data.
The researcher tabulates the data and develops
frequency distributions.
Averages and measures of dispersion are computed for
the major variables.
The researcher will also apply some advanced statistical
techniques and decision models in the hope of
discovering additional findings.

Step 5: Present the Findings
The researcher should present findings that are
relevant to the major marketing decisions
facing management.

Step 6: Make the Decision
• The last step is decision-making process.
Evaluating the decision made. Managers decide:
• To use
• To discard
• To carry more research

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