CHAPTER TWENTY-THREE

MIS and Marketing Research

 Topics Covered

With technology, MIS and MR become ever more versatile tools

Role of information in achieving marketing excellence

Marketing research: Purpose and scope

Major techniques of MR

Qualitative MR: Consumer insighting

With Technology, MIS and MR Become
Ever More Versatile Tools
The new technologies in information tracking and processing make MIS
and MR faster and sharper tools of marketing.

Exhibit 23.1 ‘New Technologies Render MIS and MR Faster and Sharper
Marketing Tools’ on BARC indicates the new trends in the MIS and MR
scene.
 Role of Information in Achieving
Marketing Excellence
Importance of marketing information
Marketing management, as a whole, rests on sound marketing information.

Attributes of good marketing information

 Relevance to decision-making
 Clarity
 Completeness
 Confidentiality
 Precision
 Accuracy
 Cost reasonableness
 Timeliness
 Authenticity
 Reliability (genuine source)
 Objectivity (unbiased)
 Strategic value Continued…
…Continued
Role of Information in Achieving
Marketing Excellence
MIS has to serve as a DSS (decision support system)

MIS must be a unified system

Outputs from the MIS

 Periodic reports
 Triggered reports
 Demand reports
 Specialised databases
 Marketing intelligence

Data analytics: The Core in MIS and MR

Data warehousing and data mining: Sub-functions of data analytics

The Cloud: New facilitator in data management

 Marketing Research: Purpose and
Scope
1. Marketing research is concerned with studying the manifold problems in marketing.
2. Its purpose is to aid decision-making in the marketing field.
3. Systematic gathering and analysis of information are its route in achieving its
purpose.

MR tasks classified based on the subject researched

Chart 23.1 ‘MR Applications Classified Based on the Subject Researched’ shows MR
tasks classified based on the subject researched.
Research on consumer acquires added significance in the present times
• Gathering consumer insight becomes the bigger part of MR
• Neuromarketing and semiotics give new methodologies
Exhibit 23.3 ‘ZMET: A Useful Consumer Research Tool’ gives details on ZMET.
• Prosumer research: Study of proactive consumers

Continued…
…Continued Marketing Research: Purpose and Scope

The MR process (Charts 23.2 and 23.3 and Exhibit 23.4)

Measuring the data/response—scaling techniques
Some major techniques of MR
• Panel research
• Market survey (Chart 23.4) Perception mapping
• Conjoint analysis

Continued…
…Continued
Marketing Research: Purpose and Scope

Qualitative MR—Consumer Insighting

• Qualitative MR renders special support in the value-delivery endeavour
• Helps in getting into consumers’ minds and hearts
• Can be used in a variety of situations
Qualitative vs quantitative (soft vs hard) MR (Chart 23.5)
Exhibit 23.5 ‘Distinctive Features of Qualitative MR’ carries some additional details of
qualitative MR.
Common methods in qualitative MR
 Depth interviews (one-to-one)
 Observational studies/participant observation
 Projective tasking
 Netnography—Ethnographic research on the Internet
 Focus groups
The new surge towards qualitative research