Formation of marketing

informational system on the basis

of marketing research
Theme 3
Marketing information system (MIS)
Marketing
Marketing Information
Information MIS

System System
of internal of marketing
company research
records
Management
Marketing of marketing
 environment: activity
• Planning
• Implementation
• Microenvironment
factors • Control over the
Marketing Marketing implementation
• Macroenvironment
factors intelligence analytical 
system  system

Marketing  solutions and communications 

 Subsystems of MIS
• system of internal company records;
• marketing intelligence system;
• system of marketing research;
• marketing analytical system.
 The main fields of marketing
research:
• survey of buyers' intentions;
• state of the market analysis;
• sales analysis;
• market potential and market share;
analysis;
• short and long-term forecasts;
• price analysis;
• competitors' activities analysis etc.
Structure of marketing analytical system
The main components of marketing
analytical system
• Statistic bank is a set of data processing
statistical methods that allows to identify
the most important information;
• Bank of models is a set of mathematical
models that helps marketers to make
optimal marketing decisions.
Process of marketing research
Define the problem and research
objectives

Collect and analyze secondary

data

Develop the plan of primary data

collecting

Collect and analyze primary data

Present the findings

 Research objectives
• exploratory;
• descriptive;
• causal.
Types of marketing information
• Secondary data
• Primary data
 Advantages and disadvantages of
secondary data
• Advantages • Disadvantages
– low price – incompleteness of data
– availability – low reliability of some data
– promptness of obtaining sources
– opportunity to compare – some data can be out-of-
from different sources date
– some of this data is – possible contradiction of
impossible to get data from different sources
independently – the methodology of data
collecting and processing
is often unknown.
 Advantages and disadvantages of
primary data
• Advantages
– collected for the specific
purposes of a research
– data is not out-of-date
– methodology of data
collecting is controlled by
the company
– access for research results
is limited for competitors
• Disadvantages
– data collecting consumes a
lot of time
– connected with huge
expenditures
– not all necessary data can
be obtain in such a way
– in the case of insufficient
qualification of researches
information can be
incorrect
 Plan of primary data collecting
should define:
• method of research;
• sampling plan;
• research instruments;
• contact methods.
 Methods of preliminary data
collecting
• observation;
• experiment;
• survey;
• simulation;
• panel.
 Decisions to prepare sampling
plan:
• Sampling unit: Who is to be surveyed?
• Sample size: How many people should be
surveyed?
• Sampling procedure: How should the
respondents be chosen?
 Research instruments
• questionnaires;
• qualitative measures and mechanical
devices.
 Types of questions
• Open-end Questions:
– Completely unstructured;
– Word association;
– Sentence completion;
– Story completion;
– Picture;
– Thematic Apperception Test (TAT).
 Types of questions
• Closed-end Questions:
– Dichotomous;
– Multiple choice;
– Likert scale;
– Semantic differential;
– Importance scale;
– Rating scale;
– Intention-to-buy scale.
 Contact methods
• mail questionnaire;
• telephone interview;
• personal interview;
• online interview.