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Objectives

 Components of a marketing information

system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

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 A 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.

A marketing intelligence system is a set of

procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment.

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 Defining the Problem & Research
Objectives
•Sheds light on problem -
Exploratory suggest solutions or
Research new ideas.

Descriptive
Research •Ascertain magnitudes.

•Test cause- and-effect

Causal relationships.
Research •Tests hypotheses about cause-
and-effect relationships.

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 Research Approaches

Observational

Focus-group

Survey

Behavioral

Experimental
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 Secondary-Data Sources

 Internal Sources
 Government Publications
 Periodicals and Books
 Commercial Data
 On-Line
 Associations
 Business Information

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 The Marketing Research
Process

Defining the Developing

problem and the research Collect the
research plan information
objectives

Present the Analyze the

findings information

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 Good Marketing Research:

Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains “healthy” skepticism
Is ethical
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 Ninety Types of Demand
Measurement (6 x 5 x 3)
World
Space U.S.A.
level Region
Territory
Customer
All sales
Industry sales
Product Company sales
level Product line sales
Product form sales
Product item sales
Short run Medium run Long run

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 Demand

Company
Demand

Market
Demand

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 Estimating Current Demand

 Total Market Potential

 Area Market Potential
 Industry Sales
 Market Share

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 Estimating Future Demand

 Survey of Buyers’ Intentions

 Composite of Sales Force Opinion
 Expert Opinion
 Past Sales Analysis
 Market Test Method

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 Review

 Components of a marketing information

system
 Criteria of good marketing research
 Decision support systems for marketing
management
 Demand measurement and forecast

©2000 Prentice Hall