Marketing Matters

BU1108; BU1808; BU2108

Week 6
Marketing Information System

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 Marketing information System (MIS)

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 Types of Data
• To address a marketing research problem, the research plan may gather
information from these 2 sources:

• Information that already

exists somewhere, having
Secondary data been collected for another
purpose

• Information collected for

Primary data
the specific purpose at
hand

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 Secondary Data

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 Internal Company Data

Information from within the company

Sales reports Financial reports

Feedback from sales Marketing campaign

staff results

Customer history Customer

complaints

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 External Company Data

Information from outside of the company

Marketing Research Acquired Databases

Competitive
Marketing
Intelligence

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 Primary Data
• information collected directly from respondents to specifically
address the research problem and help make a specific decision.

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 Questions?

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