MARKETING INFORMATION SYSTEMS

INFORMATION-DATA
Gathering and analysis of information is important for making the right marketing decisions

Systematic data gathering pulls together the information needed to make the right decisions

INFORMATION-DATA
DATA INFORMATION:
Data and Information are not the same Information is data that has been converted to a useful form for better decision making Data and information need to be relevant, timely, accurate, costeffective The flow of raw data needs to be managed to make it useful

INFORMATION-DATA
DATA CLASSIFICATION:
Classified as EXTERNAL or INTERNAL EXTERNAL: data generated outside the organization e.g: competitor sales, media rates, consumer buying habits INTERNAL: data generated within the organization e.g: sales reports, credit records, etc

Also classified as RECURRENT or NON-RECURRENT RECURRENT: Collected routinely in everyday operations NON-RECURRENT: Collected to deal with a special problem Also classified as PRIMARY and SECONDARY

INFORMATION-DATA
COST AND VALUE OF INFORMATION:
All kinds of information may rarely be available Cost of obtaining additional information needs to be weighed against its value for planning, implementation and controlling the marketing function Define the Problem or Opportunity YES Is value of Additional Information worth the cost? NO Available Information

Make Decision

Gather Additional Information

MARKETING INFORMATION SYSTEM (MIS)

MIS is: A structured and interacting complex of persons, machines and
procedures designed to generate an orderly flow of pertinent information collected from intra-and extra company resources, for use as the basis for decision making in specific responsibility areas of marketing management

Function of MIS are:

Data Gathering Data Processing Data Analysis Storage and Retrieval of Data Evaluation of Information Dissemination of Information to Managers

MIS DESIGN
EXTERNAL DATA:
State of Economy Political Environment Competitive Situation Customer Data

PROCESS, ANALYSE DATA

DATA BANK

DATA PROCESSING

INFORMATION BANK

INTERNAL DATA:
Sales Costs Marketing Objectives Marketing Research Marketing Mix

GATHER, STORE, RETRIEVE DATA

EVALUATE, DISSEMINATE INFORMATION

MIS DESIGN
MARKETING INFORMATION SYSTEM DEVELOPING INFORMATION Marketing Environment Target Market Marketing Channels Competitor Public

Marketing Managers

Assessing Information Needs

Internal Records

Marketing Intelligence

Analysis
Planning Implementation Control Marketing Decision and Communications
Distribution Information Marketing Decision Support Analysis Marketing Research

Microenvironment forces

MARKETING RESEARCH PROCESS

DEFINE THE PROBLEM AND RESEARCH OBJECTIVES
DEVELOP THE RESEARCH PLAN

COLLECT THE INFORMATION

PRESENT THE FINDINGS

ANALYZE THE INFORMATION

MARKETING RESEARCH PROCESS

IDENTIFY, DEFINE PROBLEM / OPPORTUNITY COMMUNICATE INFORMATION TO DECISION MAKER

IDENTIFY, DEFINE PROBLEM / OPPORTUNITY

ANALYZE, CONVERT DATA TO INFORMATION

DETERMINE RESEARCH OBJECTIVES

COLLECT DATA

DETERMINE DATA NEEDS

CREATE RESEARCH DESIGN

DETERMINE DATA SOURCES

RESEARCH DESIGN
Classified by:
Function:
Exploratory testing tentative hypotheses Descriptive finding adequate methods to collect and measure data Causal identify root causes of the problem Predictive to forecast future values

Methodology:
Historical uses past experiences to find solutions Survey research obtain data from respondents in person or by telephone or mail Experimental research observe effects of controlled changes in independent variables Motivational research analyze major consumer motives

TOOLS FOR DATA COLLXN

Questionnaires:
Set of questions presented to respondents Flexible hence most common instrument to collect data Needs to be carefully prepared and tested before being administered Questions can be open-ended or close-ended

Mechanical Devices:
Cameras Galvanometer: measures respondents interest or emotions after
exposure to specific ad or picture

Tachistoscope: flashing of ads where cameras study respondents were

eyes of respondents rest during each interval

SAMPLING
Probability Sampling:
Simple Random Sample: every member of population has equal
chance of selection

Stratified Random Sample: population divided into mutually

exclusive groups (age groups) and randomly sampled

Cluster Sample: population divided into mutually exclusive groups

(city, town village groups) and randomly sampled

SAMPLING
Non-Probability Sampling:
Convenience Sample: selection of most accessible population Judgment Sample: Researcher uses judgment to select population
who might be good prospects for accurate information

Quota Sample: Researcher finds and interviews prescribed number in

each of several categories

MARKETING RESEARCH
Characteristics of good Marketing Research:
Scientific Methodology Research Creativity Use of Multiple Methods

Interdependence of Models and Data

Value and Cost of Information Healthy Skepticism Ethical Marketing Personality and presentational differences