MARKETING INFORMATION SYSTEMS

MIS

Internal continuous data

Internal ad-hoc data
Environmental scanning
Marketing research

Marketing Research

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Marketing research

Marketing research is systematic

Collection
Processing
Analysis
Interpretation

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of data

About issues and problems of marketing of

products / services

Salient points

1. MR consists of findings based on data

Study

of market place to buyer behaviour

2. Systematic collection of data

Identify
Due

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problem Eg. Declining sales

to poor advertising

Problem

is to measure AD effectiveness

Suggest

improvements

3. MR converts data into information

Systematic
Data

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record, analysis, interpretation

becomes useful information

4. MR is continuous process

5. MR is only a tool to decision makers

Need for MR

1. Backup of marketing activity

Unknown

2. Makes marketing efforts effective

New

brand launch

Target

audience

Appeal

to consumers ( Krack )

3. Transition from Sellers market to buyers market

Pack

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category

test ( Visibility at chemist shelf )

4. Changing turbulent business environment

Stagnancy

5. Geographical expansion
Test

marketing

National

in sales

launch

6. Product innovation, distribution,

price-sensitivity
Packaging

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Secondary research

Easiest and least expensive

Information

already exists somewhere

May

be a study, a group of articles on a topic,

or demographic or statistical data gathered
Eg. ORG IMS data

Secondary Research Activities

Review

and analyze data from Journals,

books, published studies, government
publications
Evaluate the competition

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Primary research

Sometimes, the information you need

doesn't exist-anywhere !
You've

searched the Internet

You searched in the library, journals and
databases

Need to conduct primary research, or

research conducted for a specific purpose
Secondary

research you may have used was

probably someone's primary data once

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Primary research

Primary Research Activities

Conducting

surveys to create market data

Questionnaires, focus groups, interviews, etc.
Noting first-hand observations

Primary Research Methods

Sampling"

allows researcher to reach

conclusions about a population
Not necessary to have a large sample size
Even 1 % of a target market can provide
reliable results, under direction of experienced
researchers
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Primary research

Two types
Qualitative

Subconscious level
Quantitative

Conscious level

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Qualitative research

Provides definitive market information

regarding the opinions and behaviors of the
subjects
Background

information on a market segment

Explore concepts and positioning
Identify attitudes, opinions and behavior
shared by a target market
Personal interviews and focus groups are the
most common qualitative research techniques

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Quantitative research

Creates statistically valid market

information

Common uses for quantitative research

include :
Substantiate

a hypothesis or prove a theory

Minimize

risk
Obtain reliable samples for projecting trends
Personal, telephone and mail surveys are the
most common quantitative techniques.
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Personal interviews

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Conducted on a one-on-one basis

Uses an unstructured survey

Uses open-ended questions

Extensive probing questions

Usually recorded on audio tape

Interview typically lasts one hour

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Focus groups

Groups of 8-12 people

Led by a moderator who follows a script

Groups are audio or video recorded

Meetings last from 1-2 hours

Min. of two groups scheduled per target

market

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Group dynamics factor in data collection

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