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UNIT 2
MARKETING INFORMATION
SYSTEM & MARKET RESEARCH
▪ MIS
▪ Market research

MARKETING INFORMATION
SYSTEM

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INFORMATION NECESSARY
 Information flows all around the market just as the
blood flows in living beings
 For the company, these information should be
collected and take strategic decisions related to
market according to it
 Every firm must organize & distribute a
continuous flow of information
 Marketing decision makers use this data to solve
various marketing related problems

MARKETING INFORMATION SYSTEM

 MIS is a planned system of collecting,

processing, storing & propagate data in
form of information needed to cary out
the management functions

Philip Kotler

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IMPORTANCE OF MARKET
INFORMATION SYSTEM
 Anticipation of customers
 Systematic approach
 Market planning
 Understanding the customers
 Recognize trends & changes
 Stregthen buyer/suppier relation
 Improving the efficiency…

GOOD MIS

Continous Computer Future

Basic objective
system based orientation

Used by all Collects market

Relevance levels of Accuracy dynamic
management information

Help in
Usefulness Timeliness Completeness 6
decisions

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GOOD MIS
 Continous system: Permanent & continuous
syste, collecting the information up to desired
level of detail
 Basic objective: To provide right information at
right time to right people to help them to take right
decisions
 Computer based: Computers are used for
accurate data storage & proper data
management
 Future orientation: It should provide information
that could be used to solve future problems

GOOD MIS (CONS)

 Relevance: An effective MIS takes data that originates
in the areas of activity that concern the manager at
any given time, and organizes it into forms that are
meaningful for making decisions
 Used by all levels of management: Top, midle & lower
level of management use the information for marketing
plans, policies and strategies
 Accuracy: The sources of the data determine whether
the information is reliable and accurate
 Collects market dynamic information: MIS collects the
consumers, competition, market environment,
competitor policies & strategies, government policies

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GOOD MIS (CONS)

 Help in decisions: Up-to-date and accurate
information directly helps in decision making
 Usefulness: MIS has to make useful information
easily accessible
 Timeliness: The more recent data, the more these
decisions will reflect present reality & correctly
anticipate their effects on the company
 Completeness: If some information is not
available due to missing data, it highloghts the
gaps and either displays possible scenarios or
present possible consequences resulting from the
missing data

Marketing Information System

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FOUR BASIC COMPONENTS OF MIS

EM 3211 Nguyên lý marketing © 2020 NTD 11

INTERNAL RECORD
 Sales: total sales (daily, weekly, monthly...); sales
by products; territory; customers…Financial
statements, research reports, files, customer
letters, sales call report, customer lists…
 Quicker and cheaper than other information
sources
 Maintenace & storage could be a problem

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MARKETING INTELLIGENCE
 It is method to get the information about the
environment; newspapers, trade publications,
internet, observations…
 It is systematic collection & analysis of publically
available information about the competitors & trends
in marketing environment
 Internal record
 Government data (census data; income, expenditure
statistics)
 Commercial data (panel data; store audits)
 Social statistics
 Overseas trade statistics
 Business monitors (production, services..)….

MARKETING RESEARCH
 Systematic design, collection, analysis &
reporting of data relevant to a specific marketing
situation
 Organization engage in marketing research for
two reasons:
 To identify marketing problems
 To solve marketing problems

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STEPS OF MARKET RESEARCH

Develop the
Define the problems
research plan for
& research
collecting
objectives
information

Implementing the
Implementing &
research plan,
reporting the
collecting &
findings
analyzing the data

MARKETING DECISION SUPPORT

SYSTEM (DDS)
 Tools to help marketing managers to analyze data
& take quick decisions
 Usually a computer or data stores
 To retrieve information useful in making semi
structured & unstructured decisions
 Models & tools are
 Sensitivity analysis
 What-if analysis
 Time series sales model
 Anova (analysis of variance)
 Simulation models…

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CONCLUSIONS
 It is becoming increasingly important for
marketing management to have up-to-date
information to carry out its tasks
 Marketing is becoming increasingly proactive &
must seek to identify changes & trends in the
macro-environment & then translate these into
action plans
 Thus MIS serves best to its purpose & therefore
turns organization profitable

MARKET RESEARCH

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MARKET RESEARCH
 The process of gathering, analyzing & interpreting
information about
 Market & a product or service to be offered for sale
in that market
 The past, present & potential customers for the
goods or service; research into the characteristics,
spending habits, location & needs of business’s
target market
 The particular competitors you face

MARKET RESEARCH PROCESS

 Gathering information based on the market sector
being examined
 Analyze & interpret the resulting data to
determine the presence of any patterns or
relevant data points that can use in the decision-
making process

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RESEARCH PROCESS

1. DEFINE PROBLEMS & RESEARCH

OBJECTIVES
 A problem well-defined is half solved
 Identifying & defining the problem or opportunity is a
crucial first step
 When defining the problem, it is important to think
broadly about the possible causes
 Defining the problem results in clear cut research
objectives
 Problem definition involves:
 Specifying the symtoms
 Itemizing the possible causes of the symptons
 Listing the reasonable alternative courses of action that
the marketing manager can undertake to solve the
problem

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1. DEFINE PROBLEMS & RESEARCH

OBJECTIVES
 After clarifying & identifying the research problem, the
researcher must make a formal statement of research
objectives
 Research objectives may be stated in qualitative or
quantitative terms and expressed as research
question statement or hypothesis

2. DEVELOP RESEARCH PLAN

 A research plan is a master plan (framework or
blueprint) specifying the procedure for conducting
a market research
 It determines five vital aspects
 Types of research
 Data sources
 Contact methods
 Research instruments
 Sampling

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TYPES OF RESEARCH
Types of research

Inquiry mode/
Application Objectives
Data collection

Exploratory Descriptive Qualitative

Pure research
research research research

Applied Co-relational Explanatory Quantitative

research research research research

TYPE OF DATA

Slide 8-21

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SECONDARY DATA
 Secondary data is data collected by someone
rather than the user
 Or data are already available i.e., data which
have already been collected and analysed by
someone else.
 When the research utilizes secondary data, then
he has look into various sources from where he
can obtain them
 Souces of secondary data for social science
include surveys, organizational records & data
collected through qualitative or quantitative
methods

PRIMARY DATA
 The data which are collected from the field
under the control & supervision of an
investigator
 It also means original data that has been
collected especially for the purpose in mind
 This type of data are generally collected for
the first time

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SECONDARY DATA SOUCES

Data compiled by
an organization
- Sales data,
Internal sources - Advertising expenditure
- Cost record
- Balance sheets
Sources of - Customer feedback…
Secondary
Data
Data collected from
outside the organization
- Published materials,
External sources
- Computerized database
- Internet
- Standardized sources

PRIMARY DATA SOUCES

Observation
Focus groups
Qualitative data
In-depth interviews
Case studies

Sources of
Primary
Data
Survey
- Intercepts
- Mail
Quantittive data
- Phone
- Email
- Web…

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COMMUNICATION APPROACHES
Intercept

Personal interview In-depth

Focus group

Communication Combination
approaches

Non - Personal interview

Telephone Mail Electronic Email

STEPS IN DEVELOPING QUESTIONNAIRE

Preliminary study

Questionnaire design

Pilot survey

Final questionnaire

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QUESTIONNAIRE STRUCTURE
❖ 3 sections
▪ Section 1: Introduction
▪ Section 2: Respondent information
▪ Section 3: Content questions

QUESTIONS

Questions

Closed Opened
questions questions

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COMMON CLOSED QUESTIONS

1. Dichotomous Scale.
2. Category Scale.
3. Likert Scale.
4. Semantic (artificial) Differential Scale.
5. Numerical Scale.
6. Itemized Rating Scale.
7. Fixed or Constant Sum Rating Scale.
8. Stapel (basic) Scale.
9. Graphic rating Scale.

1. DICHOTOMOUS SCALE
The dichotomous scale is used to either a Yes or NO
answer. It is a nominal scale.

EXAMPLE

Question: Do you have a job?

Answer: Yes / No
Question: Your gender?
Answer: Male / Female

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2. LIKERT SCALE
The likert scale is designed to examine how
strongly subjects agree or disagree with
statement on a 5 point scale with anchors. This is
an interval scale.

EXAMPLE
Strongly Neither Agree Strongly
Disagree Disagree Nor Disagree Agree agree
1 2 3 4 5

Using the Likert scale, state the extent to which you agree with each of the
following. Circle your answer.
My work is very interesting. 1 2 3 4 5
I am not engaged in my work all day. 1 2 3 4 5
Life without my work will be dull. 1 2 3 4 5

3. NUMERICAL SCALE
The numerical scale is similar to the semantic
scale, with the difference that number on a 5
points or 7 points scale are provided, with polar
adjectives at both ends. This is also an interval
scale.

EXAMPLE
Responsive 1 2 3 4 5 6 7 Unresponsive
Beautiful 1 2 3 4 5 6 7 Ugly
Bad 1 2 3 4 5 6 7 Good
Hot 1 2 3 4 5 6 7 Cold

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SAMPLING TECHNIQUE

Non-
probability
Sampling Convenience Judgmental Quota Snowball
Techniques Sampling Sampling Sampling Sampling

Simple
Systematic Stratified Cluster
Probability Random
Sampling Sampling Sampling
Sampling Sampling
Techniques

3. COLLECTING INFORMATION
 Go to the field and execute data collection plan

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4. ANALYZE THE INFORMATION

 Data collected have to be analyzed & interpreted.
 Researcher tabulates the data, averages &
measures of dispersion are calculated for major
variables
 Advanced statistical techniques re used for
discovering additional findings
 Software tools are available for data entry, data
management, analysis and presentation

5. PRESENT THE FINDINGS

 Report should addresses
 Research objectives
 Research design
 Data collection
 Data analysis precedures adopted
 Present the results and major findings
 It can be a writtern or an oral presentation
 Report should use visual aids such as graphs,
picture, tables, model

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