Marketing Information Systems

&
Marketing Research

c MKIS - Marketing Information Systems

c What is Marketing information systems
c What are the different Components of an electronic
MKIS
c Marketing Research
c What is Marketing Research?
c Process
c Terminology used
c Techniques of conducting Market research
 What is Marketing Information
System?
Marketing Information System is a set of
procedures and methods for the regular,
planned collection, analysis and
presentation of information for use in
marketing decisions͛

͞American Marketing Association͟

The components of a computerised
MKIS

Data Bank

Statistical Display Marketing

MKIS
Bank unit Manager

Model
Bank
 Marketing Research
G The systematic gathering, recording and
analysing of data about problems relating
to the marketing of goods and services͛

͞American Marketing Association͟

 The Marketing Research Process
a. Set objectives
b. Define research Problem
c. Assess the value of the research
d. Construct a research proposal
e. Specify data collection method
f. Specify techniques of measurement
g. Select the sample
h. Data collection
i. Analysis of results
j. Present in a final report
 Can be broken down to five major
steps
a. Setting objectives of the research
b. Research Design
c. Data collection
d. Data Analysis
e. Report presentation
 Terminology of Marketing Research

c Primary data - collected firsthand

c Secondary data - already exists,
c Quantitative research ʹ Based on statistical
approach
c Qualitative research ʹ subjective & personal
c sampling - studying part of a Gpopulation͛ to
learn about the whole
 Marketing Research Techniques
c Interviews
c face-to-face
c telephone
c postal questionnaire
c Attitude measurement
c cognitive component (know/believe about an
act/object)
c affective component (feel about an act/object)
c Conative component (behave towards an object or act)
c [ikert scale
c strongly agree
c agree
c neither agree nor disagree
c disagree
c strongly disagree
Ex: The food served in the canteen is hygienic and
nutritious.
 Semantic differential scales
A Seven point scale:
To find out the attitude of respondents on any
issue:
For example:
Excellent V poor
3 2 1 0 -1 -2 -3
Severe [eneiant
Sociable Unsociable
 Projective techniques
c Projective techniques
c sentence completion
c psychodrama (yourself as a product)
c friendly martian (what someone else
might do)
c Telephone research
c Observation
c home audit
c direct observation
c In-store testing
c mroup discussion and focus group
c Postal research questionnaires
c Diary panels - sources of continuous data
c In-home scanning - hand-held light pen to
scan barcodes