Chapter 04

4
MANAGING MARKETING
INFORMATION
Learning Outcomes
After studying this chapter, you should be able to:

Explain the importance of information to companies
Define and explain the marketing information system and
its components
Explain the steps in marketing research process
Describe how companies analyze marketing information
Discuss the issues in conducting a marketing research
Principles of Marketing Third Edition All Rights Reserved

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Chapter Overview

Understanding the Marketing
Information System
 A marketing information system encompasses people,

equipment, procedures and policies to gather, sort,
evaluate and distribute needed, timely and accurate
information to decision makers.
 An information system is concerned with the collection,
storage, and analysis of information and data for decision-
making purposes. It is gathered from customers,
competitors and their products, and from the market itself.

Information System (cont.)
 Marketers need a marketing information system (MIS) to

carry out their analysis, planning, implementation, and control
responsibilities.
 The role of the MIS is to assess the manager’s information
needs, develop the needed information, and distribute that
information in a timely manner. This information must be
accurate and the latest as it is vital for effective marketing
decision-making.
 MIS provides insights into marketing decision making with
comprehensive and up-to-date information on both macro-
and micro environmental factors to businesses.

Functions of Marketing Information System

MkIS interacts with marketing managers in determining their
information needs.
MkIS builds information that is needed from internal
databases, information analysis, marketing intelligence and
marketing research.
Managers analyze information before MkIS distributes the
useful information for the firm’s marketing activities.

Assessing Information Needs
Four main
sources of
developing
information:

Marketing Research
Marketing research is defined as the systematic design,

collection, analysis and reporting of data relevant to a specific
marketing situation facing an organization.
It is a formal study of specific situations aimed to enhance
understanding and knowledge in explaining what and how
things work.

Marketing Research
 It can help marketers understand customer

satisfaction and purchase behaviour;
 It can help them assess market potential and market
share,
 It can measure the effectiveness of pricing, product,
distribution, and promotion activities,
 Its findings provide guidelines in designing
companies’ marketing strategies.

Marketing Research Process

Defining the Problem and
Research Objectives
Defining the Problem and Research Objectives

Understanding the marketing problem and developing
research objectives is crucial as it determines the research
approach.
In most cases, managers fail to identify and recognize the
fundamental problem in their companies.
A problem is a situation requiring some type of action while
a symptom is merely the evidence that a problem exists.
When a problem statement is not defined correctly, the
mistake can be costly to the firm.

Research Objectives (cont.)
Principles of Marketing Third Edition

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Designing research plan

A researcher needs to decide whether to use primary data,
secondary data, or a combination of the two.
•Primary data—information collected for the specific purpose
at hand.
•Secondary data—information that already exists or has
been collected by a third party for another purpose.
Typically, secondary data is used in the beginning to
develop a plan for gathering primary data. Secondary data is
used for exploratory purposes.


Sampling Design
Designing the sample requires
three decisions:
•Who is to be surveyed (the
sampling unit)?
•How many people should be
surveyed (the sample size)?
•How should people in the
sample be chosen (the sampling
procedure)?

Research Instruments
Questionnaires
Devices

Implementing the Research Plan

This involves collecting, processing,
and analyzing the information.
The data collection phase of
marketing research process is
generally the most expensive and the
most subject to error.
The researchers then tabulate the
results and compute averages and
other statistical measures.

Interpreting and reporting the

findings
Researcher presents important
findings that are useful in the major
decisions faced by management.
In many cases, findings can be
interpreted in different ways, and
discussions between researchers
and managers will help point to the
best interpretations.

Marketing Research Role

Marketing Research Issues


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4

After studying this chapter, you should be able to:

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

 A marketing information system encompasses people,

Principles of Marketing Third Edition All Rights Reserved

 Marketers need a marketing information system (MIS) to

Principles of Marketing Third Edition All Rights Reserved

Functions of Marketing Information System

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Marketing research is defined as the systematic design,

Principles of Marketing Third Edition All Rights Reserved

 It can help marketers understand customer

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Defining the Problem and Research Objectives

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition

Principles of Marketing Third Edition

Designing research plan

Principles of Marketing Third Edition

Principles of Marketing Third Edition

Principles of Marketing Third Edition

Principles of Marketing Third Edition

Implementing the Research Plan

Principles of Marketing Third Edition

Interpreting and reporting the

Principles of Marketing Third Edition

Principles of Marketing Third Edition

Principles of Marketing Third Edition

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