1. Marketing Information System
MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.

2. Why Market Information is Required?
Local to National to Global Marketing
From Buyer needs to buyer wants
From price to non price competition

3. Assessment of Information Needs
Internal MIS Committee can interview marketing managers to discover their information needs:
What decisions do you regularly make?
What information do you regularly get?
What information do you need to make these decisions?
What special studies do you periodically request?
What information would you want daily? Weekly? Monthly? Yearly?
What magazines and trade reports would you like to see on a regular basis?
What topics would you like to be kept informed of?
What data analysis programs would you want?
What are the four most help improvements that could be made in the present marketing information system?

4. Components of MIS Marketing Information System Internal Records System
Marketing Intelligence System
Marketing Research System
Marketing Decision Support System

5. Working of Marketing Information System

6. Internal Records System
Provide internal data on orders, sales, prices, costs, inventory levels, receivables, payables, and so on.
Result Data
Internal
Record
System
Order to Payment Cycle
Customers favor shorter cycles. Computerized Warehouses, Electronic Data Interchange allow this.
Sales Information System
Information on prospect customers, current sales etc. It can be managed through Sales Force Automation Software.

7. Marketing Intelligence System
Marketing Intelligence System is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment.
Intermediaries
Happening Data
Purchase
Competitor
Product
Sales
Force
Customer
Advisory
Panel
Information
Centres
Purchase
Information
Sources of Information

8. 3. Marketing Research System
Primary Source
Secondary Source
Internal Sources
Suppliers of
Research
System
Conduct Own Research
Government Publication
Hire Research Firm
Periodicals & Books
Commercial Data
Marketing Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.

9. Marketing Research System
Syndicated Service Research Firms
(Firms gather information and sell it)
Engaging Students or Professors
To design and carry out projects
Custom Marketing
Research Firms
(Firms are hired to carry
Out specific project)
Conducting
Research
Using the Internet
Specialty-line Marketing
Research Firms
(These provide specialty
Research services)
Checking out rivals

10. Marketing Research Process

11. Step 1: Define the Problem and Research Objectives
Exploratory: Its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
Descriptive: It seeks to ascertain certain magnitudes, relations between variables and analytical in nature.
Causal: Its purpose is to test a cause and effect relationship.

12. Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Contact
Methods
Research
Instrument
Sampling
Plan

13. (i) Data Source
Primary Data: Data gathered for a specific purpose or for a specific research project.
Secondary Data: Data that were collected for another purpose and already exist some where.
This collected data can form the backbone of later marketing campaigns.
E.g. Customer or Prospect Database (collection of comprehensive data about individual customers, prospects, or suspects) can be used for lead generation, lead qualification, sale of product or service, or maintenance of customer relationships.

14. (ii) Research Approaches
Observational Research:
Data gathered by observing the relevant actors and settings.
Focus-Group Research:
Gathering of 6 to 10 people
Spend a few hours with a skilled moderator to discuss marketing issues.
Survey:
Best suited for descriptive research.
To learn about people’s knowledge, beliefs, preferences, and satisfaction.
Measure these magnitude in the general population.
Behavioral Data:
Customers leave traces of their purchasing behavior in store scanning data, catalog purchase records, and customer database. Much can be learned by analyzing this data.
Customer’s actual purchases reflect their preferences.
Experiments:
Most Scientifically valid research
Capture cause and effect relationships

15. (iii) Research Instruments
(primary data)
Questionnaire
Consists of a set of questions presented to respondents for their answers.
Close Ended Question
Open Ended Question
Mechanical Instruments
E.g. Galvanometer measure the interest or emotions aroused by exposure to a specific ad or picture.

16. A. Closed-end Questions
Questionnaire
1_____ _____ _____ _____ _____
Small airlines generally give better service than large ones.
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree
A statement with which the respondent shows the amount of agreement/ disagreement.
Likert scale
An organized tour group
Spouse and children
Business associates/friends/relatives
Spouse
Children only
No one
With whom are you traveling on this flight?
A question with three or more answers.
Multiple Choice
In arranging this trip, did you personally phone American?
Yes No
A question with two possible answers.
Dichotomous
Example
Description
Name
A. Closed-end Questions

17. (iv) Sampling Plan Sampling Unit: Who is to be surveyed?
Sample Size: How many people should be surveyed?
Sampling Procedure: How should the respondents be chosen?
Probability Sampling / Random Sampling
Non-probability Sampling

18. (v) Contact Methods Mail Questionnaire Telephone Interview
Personal Interview
Intercept Interview
On-line Interview

19. Marketing Research Process
Step 3: Collect the Information
Step 4: Analyze the Information
Step 5: Present the Finding

20. Characteristics of Good Marketing Research
Scientific Method
Research Creativity
Multiple methods
Value and cost of Information
Ethical Marketing

21. Barriers to Marketing Research
Narrow Conception of
Marketing Research
Problems
Late and Occasionally
Erroneous Findings
by marketing research
Uneven caliber of
Marketing researchers
Personality and Presentational differences

22. Marketing Decision Support System
Marketing Decision Support System (MDSS) is a coordinated collection of data, system, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

23. Summary
In today’s competitive environment the organizations can not survive without information.
And so marketing information system evolved to collect, store, organize, interpret and utilize the required information for various purposes.
It involve people, equipments, procedures, hardware and software.
In MIS we collect information from internal sales record, external parties and through marketing research.
Through marketing research we can find out the information desired from the market by using different tools and techniques.
All data gathered from various resources is analyzed and interpreted to take decisions.
Marketing decision support system help in taking intelligent decisions by using the gathered data, statistical tools and other techniques
These decision are used by marketing manager to make new strategies for the products and organization.

24. Thank You !