TOPIC 3.

Marketing
Research and Information
Systems
PLAN
1. The Marketing Information
System
2. The Marketing Research Process
1. The Marketing Information System
A Marketing Information System
consists of people, equipment and
procedures to gather, sort, analyze,
evaluate and distribute needed,
timely and accurate information to
marketing decision makers.
Figure 1. The Marketing Information System
The Marketing Information System includes

• Assessing information needs

• Developing needed information
• Distributing information
 Developing information

obtained from

Internal Marketing Marketing

data intelligence research
 Marketing Research
it is the systematic design,
collection, analysis and reporting
of data relevant to a specific
marketing situation facing an
organization.
 Distributing Information

Centralized marketing information systems

that provide managers with regular
performance reports, intelligence updates
and reports on the results of studies.
2. The Marketing Research Process
Figure 2. The Marketing Research Process
The Marketing Research Plan
• Determining Specific Information Needs
• Gathering Secondary Information
• Planning Primary Data Collection
• Presenting the Research Plan
The Types of Questions in Marketing
Research