(MIS)

A marketing information system

(MIS) consists of people, equipment
and procedures to gather, sort,
analyse, evaluate and distribute
needed, timely and accurate
information to marketing decision
makers.

MIS

Information Analysis
Internal Records
Marketing Intelligence
Marketing Research

Internal Records

Electronic collection of information obtained

from data sources within the company
The company's accounting department
prepares financial statements and keeps
detailed records of sales, orders, costs and
cash flows.
Manufacturing reports on production
schedules, shipments and inventories.
The sales force reports on reseller reactions
and competitor activities.

Marketing Intelligence
The systematic collection and analysis
of publicly available information about
competitors and developments in the
marketing environment.
Marketing intelligence comes from
many sources. Much intelligence is
from the company's personnel executives, engineers and scientists,
purchasing agents and the sales force

Marketing Research
Is the Systematic design
,collection ,analysis and reporting of
data relevant to a specific marketing
situation facing an organization.
Many people think of marketing research as a
lengthy, formal process carried out by large
marketing companies. But many small businesses
and non-profit organizations also use marketing
research

 IMPORTANCE OF MARKETING RESEARCH

The emergence of buyers market requires continuous need
of marketing research to identify consumer need and ensure
their satisfaction.
The ever expanding markets require large number of
middlemen and intensive distribution. Marketing research
should help identify and solve the problems of middlemen and
distribution.
There is always a change in the market conditions and the
requirements of consumers. Marketing research enables to
anticipate and meet any such changes.
Marketing research can help bring about prompt adjustments
in product design and packaging.
It can help find out effectiveness of pricing.
It can help find out the effectiveness of sales promotion and
advertisement.
It can help identify the strength and weakness of sales force.

The Marketing Research

Process

1.Defining the Problem and

Research Objectives

A marketing research project might have one

of three types of objective.
The objective of exploratory research is to
gather preliminary information that will help
define the problem and suggest hypotheses.
The objective of descriptive research is to
describe things such as the market potential
for a product or the demographics and
attitudes of consumers who buy the product.
The objective of causal research is to test
hypotheses about cause-and effects etc.
relationships.

2.Developing the Research Plan for collecting information

Primary data
Research
Contact Sampling plan
Approach method
es
s
Observation
research

Research
instrument

Observatio
Mail
Sampling Unit
Survey Research
n

Questionnaire

Contact Telephon
methodsSampling Size
Survey
e
Online Marketing
Research
Experiment Personal
s

Secondary
data
Online

Mechanical
Instrument

Sampling
Procedures

The company internal data base

Online commercial sources
Government source

3.Implementing the research plan for collecting and analyzing data

4.Interpreting and Reporting the Findings