Amity School of Business

Amity School of Business

BBA+MBA, Semester IX
Global Marketing Research

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Marketing Information System

• An MIS consists of people, equipment, and

procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers.
• The MIS helps managers to:
1. Assess Information Needs,
2. Develop Needed Information,
3. Distribute Information.
 Components Amity School of Business

Source: https://theinvestorsbook.com/marketing-information-system.html

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Sources of Information- Internal Data

• Internal data is gathered via customer

databases, financial records, and operations
reports
• Advantages include quick/easy access to
information
• Disadvantages stem from the incompleteness or
inappropriateness of data to a particular situation

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Marketing Intelligence System

• Marketing intelligence is the systematic

collection and analysis of publicly available
information about competitors and trends
in the marketing environment.
• Competitive intelligence gathering
activities have grown dramatically.
• Many sources of competitive information
exist.

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Source: https://www.youtube.com/watch?v=PLGS8flUkC0&t=1104s
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 Amity School of Business

Source: https://www.youtube.com/watch?v=PLGS8flUkC0&t=1104s
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Marketing Research

• Marketing research is the systematic

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

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Functions of an MIS: Developing

Marketing Information

Electronic
Electronic Collections
Collections ofof Information
Information
Internal
Internal Data
Data from
from Data
Data Sources
Sources (i.e.
(i.e. Accounting)
Accounting)
Within
Within the
the Company
Company
Publicly
Publicly Available
Available Information
Information about
about
Marketing
Marketing
Intelligence Competitors
Competitors and
and the
the Marketing
Marketing
Intelligence
Environment
Environment (i.e.
(i.e. Technological)
Technological)
Design,
Design, Collection,
Collection, Analysis,
Analysis, and
and
Marketing
Marketing
Research
Reporting
Reporting of
of Data
Data about
about aa Specific
Specific
Research
Marketing
Marketing Situation
Situation
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Marketing Decision Support

Systems
• Generally provide support for unstructured, or semi-
structured decisions (decisions that cannot be
described in detail).
• MDSS problems are often characterized by
incomplete or uncertain knowledge, or the use of
qualitative data.
• Often include modelling tools in them, where various
alternative scenarios can be modeled and
compared.
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Assessing Marketing Information

Needs
• The MIS serves company managers as
well as external partners
• The MIS must balance needs against
feasibility:
– Not all information can be obtained
– Obtaining, processing, sorting, and delivering
information is costly

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Value of Information

• Information is essential for making right decision.

• Involves time and money consuming activities.
• The organisation undertakes research in order to
get accurate, reliable and information on which
certain decisions could be taken for the success
of organisation.

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Decision Making environment

• Decision under certainty

• Decision making under uncertainty
– Criterion of optimism (Maximax)
– Criterion of Pessimism (Maximin)
• Decision making under risk

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Decision Tree Analysis

• A decision tree is a graphic device of
decision making process.
• Best course of action under conditions of
uncertainty
• It is a graphical presentation of the various
alternatives.
• It is also known as tree-diagram

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