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Marketing
Information

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Gaining
Insights

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Information Users
MIS Information Users

MARKETING INFORMATION SYSTEM

Assess Info Develop Needed Info Analyze/Use

Needs Research/Intelligence/Databases Info

Marketing Environment

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A good MIS...
balances users’ information desires against
what they need and what is feasible to offer

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MARKETERS’ INFORMATION
SOURCES
Internal
Databases

Marketing Marketing
Intelligence Info
Marketing
Research

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Internal
Databases

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Intelligence

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Marketing Research
the systematic design,
collection, analysis, and
reporting of data relevant
to a specific marketing
situation

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MARKETING RESEARCH PROCESS

Define Develop Implement: Interpret and

problem/ research plan Collect/ report
objectives analyze data findings

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Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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Research Objectives

EXPLORATORY DESCRIPTIVE CAUSAL

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RESEARCH PLAN

MARKETING What info do How will it be What is the

PROBLEM we need? obtained? budget?

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Research Options
SECONDARY PRIMARY
Observational

Ethnographic

Survey

Experimental

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Data Sources
Collected for
Already on-hand a different
purpose

Secondary
Data
Easy and cheap Risks of being
inaccurate, old,
irrelevant
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Data Sources
Collected for Tailored to new
new research problem
plan
Primary
Data
Costly Takes time

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Observational

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Ethnographic

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Survey

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Experimental
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Contact Methods

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Mail

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Telephone

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Personal

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Personal-Focus Groups
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Online Research

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Sample
a segment of the population selected to
represent the population as a whole

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Probability Sample

Simple random

Stratified random

Cluster

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Non-Probability Sample
Convenience

Judgment

Quota

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MARKETING RESEARCH INSTRUMENTS

Questionnaires Mechanical Instruments

Most common Checkout scanners
Flexible administration People meters
Need careful wording Physiological measures
Can use closed-end or
open-end questions

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Implementing
Collect Information

Process Information

Analyze Information

Interpret Findings

Draw Conclusions

Report to Management
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Analyzing/Using Information

Customer
Relationship
Management

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Customer Touchpoints
Purchases
Sales force contacts
Support calls
Website visits
Satisfaction surveys

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Reporting Findings to Managers

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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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