Transcript Marketing Information System

Marketing Information System
MIS consists of people, equipment, and procedures to
gather, sort, analyze, evaluate and distribute needed,
timely, and accurate information to marketing decision
makers.
Why Market Information is Required?
– Local to National to Global
Marketing
– From Buyer needs to buyer wants
– From price to non price competition
Assessment of Information Needs
Internal MIS Committee can interview marketing
managers to discover their information needs:
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What decisions do you regularly make?
What information do you regularly get?
What information do you need to make these decisions?
What special studies do you periodically request?
What information would you want daily? Weekly? Monthly? Yearly?
What magazines and trade reports would you like to see on a regular basis?
What topics would you like to be kept informed of?
What data analysis programs would you want?
What are the four most help improvements that could be made in the present
marketing information system?
Components of MIS
Internal Records System
Marketing Intelligence System
Marketing Research System
Marketing Decision Support System
Marketing
Information
System
Working of Marketing Information System
Internal Records System
Provide internal data on orders, sales, prices, costs, inventory
levels, receivables, payables, and so on.
Result Data
Internal
Record
System
Order to
Payment Cycle
Sales Information
System
Customers favor shorter
cycles.
Computerized
Warehouses,
Electronic
Data Interchange allow
this.
Information on prospect
customers, current sales etc.
It can be managed through
Sales Force Automation
Software.
Marketing Intelligence System
Marketing Intelligence System is a set of procedures and sources used
by managers to obtain everyday information about developments in the
marketing environment.
Intermediaries
Happening
Purchase
Data
Competitor
Sales
Product
Force
Customer
Advisory
Panel
InformationPurchase
Centres Information
Sources of Information
3. Marketing Research System
Primary Source
Conduct Own Research
Hire Research Firm
Secondary Source
Suppliers of
Research
System
Internal Sources
Government
Publication
Periodicals & Books
Commercial Data
Marketing Research is the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the
company.
Marketing Research System
Syndicated Service Research Firms
(Firms gather information and sell it)
Custom Marketing
Research Firms
(Firms are hired to carry
Out specific project)
Specialty-line Marketing
Research Firms
(These provide specialty
Research services)
Engaging Students or Professors
To design and carry out projects
Conducting
Research
Using the Internet
Checking out rivals
Marketing Research Process
Step 1: Define the Problem and Research Objectives
• Exploratory:
Its goal is to shed light on the real nature of
the problem and to suggest possible solutions or new ideas.
Descriptive:
It seeks to ascertain certain magnitudes,
relations between variables and analytical in nature.
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Causal: Its purpose is to test a cause and effect relationship.
Step 2: Develop the Research
Plan
Data
Sources
Contact
Methods
Sampling
Plan
Research
Instrument
Research
Approach
(i) Data Source
• Primary Data: Data gathered for
a specific purpose or for a
specific research project.
• Secondary Data: Data that were
collected for another purpose and
already exist some where.
• This collected data can form the
backbone of later marketing
campaigns.
– E.g. Customer or Prospect Database
(collection of comprehensive data about
individual customers, prospects, or suspects)
can be used for lead generation, lead
qualification, sale of product or service, or
maintenance of customer relationships.
(ii) Research Approaches
Observational Research:
– Data gathered by observing the relevant actors and settings.
Focus-Group Research:
 Gathering of 6 to 10 people
 Spend a few hours with a skilled moderator to discuss marketing issues.
Survey:
 Best suited for descriptive research.
 To learn about people’s knowledge, beliefs, preferences, and satisfaction.
 Measure these magnitude in the general population.
Behavioral Data:
 Customers leave traces of their purchasing behavior in store scanning data, catalog purchase
records, and customer database. Much can be learned by analyzing this data.
 Customer’s actual purchases reflect their preferences.
Experiments:
 Most Scientifically valid research
 Capture cause and effect relationships
(iii) Research Instruments
Instruments
(primary data)
Questionnaire
Consists of a set of
questions presented to
respondents for their
answers.
•Close Ended Question
•Open Ended Question
Mechanical
Instruments
E.g.
Galvanometer
measure the interest or
emotions aroused by
exposure to a specific ad
or picture.
Questionnaire
A. Closed-end Questions
Name
Description
Example
Dichotomous
A question with two possible answers.
In arranging this trip, did you personally phone American?
Yes
No
Multiple
Choice
A question with three or more answers.
With whom are you traveling on this flight?
Likert scale
A statement with which the respondent
shows the amount of agreement/
disagreement.
No one
Children only
Spouse
Business associates/friends/relatives
Spouse and
children
An organized tour group
Small airlines generally give better service than large ones.
Strongly
Disagree
Neither agree
Agree
Strongly
disagree
nor disagree
agree
1_____
2 _____
3_____
4_____
5_____
(iv) Sampling Plan
• Sampling Unit: Who is to be surveyed?
• Sample Size: How many people should be
surveyed?
• Sampling Procedure: How should the
respondents be chosen?
– Probability Sampling / Random Sampling
– Non-probability Sampling
(v) Contact Methods
Mail Questionnaire
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Telephone Interview
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Personal Interview
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Intercept Interview
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On-line Interview
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Marketing Research Process
• Step 3: Collect the Information
• Step 4: Analyze the Information
• Step 5: Present the Finding
Characteristics of Good Marketing
Research
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Scientific Method
Research Creativity
Multiple methods
Value and cost of Information
Ethical Marketing
Barriers to Marketing Research
Narrow Conception of
Marketing Research
Uneven caliber of
Marketing researchers
Problems
Personality and Presentational
differences
Late and Occasionally
Erroneous Findings
by marketing research
Marketing Decision Support System
Marketing Decision Support System (MDSS) is a
coordinated collection of data, system, tools
and techniques with supporting software and
hardware by which an organization gathers and
interprets relevant information from business
and environment and turns it into a basis for
marketing action.
Summary
In today’s competitive environment the organizations can not survive without
information.
And so marketing information system evolved to collect, store, organize,
interpret and utilize the required information for various purposes.
It involve people, equipments, procedures, hardware and software.
In MIS we collect information from internal sales record, external parties and
through marketing research.
Through marketing research we can find out the information desired from the
market by using different tools and techniques.
All data gathered from various resources is analyzed and interpreted to take
decisions.
Marketing decision support system help in taking intelligent decisions by using
the gathered data, statistical tools and other techniques
These decision are used by marketing manager to make new strategies for the
products and organization.