INTERNATIONAL JOURNAL OF INTERDISCIPLINARITY IN THEORY AND PRACTICE

ITPB - NR.: 5, YAR: 2014 – (ISSN 2344 - 2409)

SOURCES OF MARKETING INFORMATION SYSTEM

Naqibullah Daneshjo 1 – Michal Kravec 2

Abstract: In practice, an application of marketing research can differ in ways when it may involve a plethora of incremental
research and thus approaches. Distribution of data searching secondary and primary can be considered for basic sorting.
Primary data should be collected in a field, are current and relevant. Secondary data is known data, which often also
have been used where appropriate for other purposes and are usually available in statistical offices, archives, and similar
organizations. They are often outdated and less relevant. Their informative value is not guaranteed, yet they are used in
research.

K e y w o r d s: MIS, Marketing intelligence, Marketing Research

1 INTRODUCTION
Sources of marketing information system are
internal company data. These are data that is generated
and stored within the company, for example data from
accounting, sales, activities of sales personnel,
supplies, financial liabilities and solvency customers.
They provide marketers data on revenues and costs,
which are used to assess profitability of individual
products. This cycle is the heart of the internal
information system. Sales representatives, dealers and
customers send firm orders. Department of orders
makes an invoice and its send copy to expedition.
Items that are not in stock, must be backordered. Goods
is sent by shipping and billing documents.
a. Information inside the company: information is
drawn in a form of financial results, customer data,
distribution, competition and other specific and
additional data. A source of this data tend to be
company records, accounting records, management
staff, all available information, which is fairly
readily available, their disadvantage, however, is
questionable timeliness and relevance. It can be
obtained faster and cheaper than from other
sources.
b. Marketing intelligence: It is a valuable source of
information obtained from various sources, usually
from external channels which might be specialized
agencies acquiring large volumes of data for
different purposes. An overview of the competition,
monitor production volume, price movements, sales
methods, methods of promotion can be obtained
using them. Such information may also be obtained
from websites of electronic media database
systems.
c. Marketing Research: The highest and most
effective form of obtaining necessary information
specifies the information necessary for the
specification of marketing problems. Marketing
research consists of obtaining objective facts of
situation in a market, customer behavior and of
potential risks. It is specification, collection,
subsequent analysis and submission of data to
enable:
• Understand a particular market.
• Identify risks and problems related to the
segment and to identify potential
opportunities.
• Formulate trends of marketing activities and
evaluate results.
2 RESOURCES FOR MARKETING
INFORMATION SYSTEM (MIS)
We look for information both inside the
company, both in the outer stakeholders. Internal
records provide information on sales, costs,
inventories, production timetable, the reactions of
intermediaries, etc.. It can be obtained from statistical
and accounting records. Information from internal
sources can normally get faster and cheaper than
information from other sources, but also not without
problems. It may be incomplete or unsuitable for
marketing decision-making. Many areas of large
companies produce large quantities of information to
keep track of all is too difficult. MIS must collect,
organize, process and sort the amount of information so
that managers can easily find them and quickly get
them. Marketing intelligence represents everyday
information about developments in the marketing
environment that help managers prepare and adjust
marketing plans. Marketing news can be gathered from
multiple sources. Many of them are obtained from
company's own employees - executives, managers,
engineers, scientists, buyers and sales staff. A company
must also obtain suppliers, intermediaries and
customers for providing valuable reports. Information
on competitors can be obtained from annual reports,
speeches, press releases, advertising, literature and
sales promotions. Intelligence can also be bought from

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external suppliers.
External sources of marketing information.
Amount of current knowledge of the world is now
stored in databases that are publicly available, on a
commercial basis. Databases are accessible example
through dialog information services. The essential
point is that the data (information) collected in a data
base is available 24 hours a day on so-called host
computers. Connection with these builds user
computers for their work via terminal, personal
computers and telecommunications. They provide even
greater comfort databases stored on compact discs
(CD-ROM).
Managers can not always wait for information
which gradually come from marketing intelligence
system. Marketing research gathers information that
businesses need to know to most effectively regulate its
activity in the market and that not obtained from other
parts of its information system. This includes
information about:
• Consumers.
• Products.
• Competition.
• Suppliers.
• Own production possibilities.
• Technological development.
• External conditions of consumption.
Each marketer needs research. Marketing
research can be executed by a firm internally or
externally. Research agencies normally have a
considerably wider and more detailed records of
Sources of data Primary sources
Secondary sources
External
Internal
Data about marketing inputs
Data about outcomes of marketing
Customer relations
Fig. 1 Basic division of data sources
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underlying data. Most often they operate near the
business services market research and specialized
research institutions. Own self-service marketing
research processes studies for which it is equipped with
the personnel and qualifications, formulates tasks of
marketing researches, selects an appropriate external
contractor and it keeps in touch with them
continuously.
When marketing research is executed, it is
appropriate to follow a project, which includes:
• Formulation of the problem and research
objectives.
• Processing of the research agenda.
• Sampling.
• Data collection.
• Data processing.
• Research report processing (outcomes that a
research team concluded, description of used
methods, financial quantification, etc.).
3 INFORMATION IN MARKETING
They are mainly information leading to rational
management of production in relation to the quick
satisfaction to market demands. Without
comprehensive, high quality and within the required
time information provided, we cannot speak of
production producing what a consumer requests. This
is not just about market survey information, but
information about the complex nature of economic and
information needed to manage and streamline work.
A basic division of data sources is shown in
the following diagram:
Own research
in marketing
General statistics
Periodicals, newspapers,
books
Annual reports of enterprises
Standardized data sources
 We usually work with two data sources:
primary and secondary in marketing research projects.
A basic difference between them is based on a purpose
for which information was collected.
Primary data is collected data from original
sources for the study. This type of data is important if
exhaustive analysis of secondary data does not provide
satisfactory information regarding marketing decisions
to be taken. It is a time consuming process in order to
obtain it cost of collection can be high.
Secondary data is a result of investigations
untargeted research on the problem. Being secondary is
given by re-use. It is very important to examine them in
detail and verify their reliability. Secondary data is
available in a company (internal) or outside an
company (external).
Secondary data sources are further divided
into internal (internal) and external (external).
Internal information of corporate entity: quality of
information related to quality of management system
and methodology for undertaking their creation should
be known. Currently medium-sized and large firms´
concentration dominates into an electronic information
system, which speeds up work with them. These
include sales data in greater detail by products,
customers, territory, further information of a financial
nature, data on corporate logistics and others.
management marketing information and results of
marketing studies.
REFERENCES
[1] SCHNIEDERJANS, D.G.: Outsourcing
management information systems. IGI: Idea
Group Inc., 2007. 383s. ISBN: 1599041960.
[2] LEE, S. – KIM, K.J. – Factors affecting the
implementation success of Internet-based
information systems. In: Computers in Human
Behavior, 23/4, 07/2007. Amsterdam: Elsevier
Science Publishers s.1853-1880. ISSN: 0747-
5632
[3] TIWANA A. 2000. The knowledge management
toolkit : practical techniques for building
a knowledge management system. New Jersey :
Prentice Hall, 2000. ISBN 0-13-012853-8.
[4] PARK, H. – RIBIÉRE, V. – SCHULTE, W. D.
2004. Critical attributes of organizational culture
that promote knowledge management technology
implementation success. In Journal of Knowledge
Management [online]. 2004, vol.8, n.3, s.106-117.
[cit.2012-11-05]
<http://www.emeraldinsight.com/journals.htm?art
icleid=883864>. ISSN 1367-3270.

External information of corporate entity: This

information is collected organizations for different AUTHORS ADDRESSES
purposes, thus are very diverse. These include: 1
Doc. Ing. Nagibulah Daneshjo, PhD.
Department of Commercial Business
• Standard statistical reports. University of Economics in Bratislava
• Research agency. Faculty of Business Economy with seat in Košice
Tajovského 13, 041 30 Košice
• Database.
• Other sources. E-mail: daneshjo47@gmail.com
2
Ing. Michal Kravec, PhD.
4 CONCLUSION University of Economics in Bratislava
Faculty of Business Economy with seat in Košice
Standard statistical reports are an outcome of Tajovského 13, 041 30 Košice
methodological and implementation work of Slovak
E-mail: michal.kravec@euke.sk
Statistical Office and ministries. Important place is a
family budget survey, which provides valuable
information for marketing research.
Information is collected under an assumption
of initial use in marketing projects in the agency's
research. The best known are panels. These are samples
of providers that the agency is provided certain
information repeatedly.
Database information is related to use of
computer technology and computer information
processing.
Other sources include corporate annual
reports, research reports, literature, legislation,
technical standards and others.
Sharp increase in information requirements is
currently sufficiently supplied with new, high
efficiency, information technology. Although only a
relatively few companies have built a modern
marketing information systems that provide complete

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