Marketing Research

Marketing Information System

(MIS)
 Defining MIS
• Marketing Information System or
Management Information System
• A computerized network
• Gather, Stores, analyze and distribute
information
• Support decision making
 Definition
A structured, interacting complex of persons,
machines and procedures designed to
generate an orderly flow of pertinent
information, collected from various
resources, for use as the bases for
decision making in specified areas of
marketing management.
 Need for MIS
• Developing marketing plans
• Tracking customers
• Evaluating Product performance
• Analyzing the demand
• Evaluating marketing effectiveness
• Monitoring
• Managing the flow of information
Process of MIS
 Components of MIS

Data Bank

Statistical Display Marketing

MKIS
Bank unit Manager

Model
Bank
 Components contd..
• Data bank - raw data e.g historical sales
data, secondary data
• Statistical bank - programmes to carry-out
sales forecasts, spending projections
• A model bank - stores marketing models
e.g Ansoff’s matrix, Boston Matrix
• Display unit - VDU and keyboard