MARKETING INFORMATION SYSTEM

Diksha Bedekar
Marketing Information System
 Collection of information is the basis to
make decisions
 It is a system which excludes unwanted
information
 It includes:

Collecting data
Analysis
Presentation of information
Characteristics of MIS
 Relevance
 Accuracy
 Completeness
 Precision
 Timelineness
 Clarity
 Unbiasedness
 Reliability
 Strategic value
Marketing Research
 It is the process of complete analysis
 Information regarding the nature, size,
organization profitability, changes in
market etc.
 The main purpose is to know about the
consumers and the markets
 It looks forward to see what industry
may do.
 It is to know:

 Who are the customers?

 Where do they live?
 When and how they buy the product?
 Are they satisfied with the product?
 Who are the competitors?
 What are competitor’s strategies and
policies?
Objectives Of Marketing Research
 To understand the changing economy
 To study price trends
 To understand the advantages and
limitations of the product
 To know the market
 To analyse the market size
 To measure the effectiveness of
advertising
 To know the demand in the market
 Types Of Marketing Research
 Exploratory
 Exploratory research is a type of research
conducted for a problem that has not been clearly
defined.
 Exploratory research helps determine the best
research design, data collection method and
selection of subjects
 Exploratory research often relies on secondary
research
 The results of exploratory research are not usually
useful for decision-making by themselves, but they
can provide significant insight into a given situation.
 Descriptive
 Descriptive research, also known as
statistical research
 Although the data description is factual,
accurate and systematic, the research
cannot describe what caused a situation
 The description is used for frequencies,
averages and other statistical calculations
 Descriptive research answers the
questions who, what, where, when and
how...
 Casual
 Causal Research explores the effect of
one thing on another and more specifically,
the effect of one variable on another.
 The research is used to measure what
impact a specific change will have on
existing norms
 For example, if a clothing company
currently sells blue denim jeans, causal
research can measure the impact of the
company changing the product design to
the colour white.
 Predictive

 Predictive research is involved with the forecasting

(predicting)
 This research usually begins with, or leading to, finding
what will happen, given that some baseline is already
known

 E.g. future sales of the firm

Procedure of Marketing Research

Define problem

Determine Information needed

Determine the sources

Continued…
Decide Research Design

Interpreting data

Preparation Of report

Follow up and recommendations

Methods Of collecting Primary Data
 Experimental Method
 Observation Method
 Survey Method
Personal Interview
Questionnaire
Telephonic Interview
Methods Of collecting secondary Data
 Internal sources
 Records and reports
 Libraries
 Publications
 Journals
 Newspapers
 Internet
Management use of MR
 To Make Marketing Decisions

 Survive the Competition

 Helps to Decide Target Markets

 Increasing the Sales

 Maximize Profits
Thank You!