Marketing Research and Analytics

18MBAMM304

UNIT 2:
Marketing Research and MIS
MRA UNIT II - Shortcut.lnk

Dr.Vikrama DK
BE,MBA,Mcom,Mphil, PhD, KSET, LMISTE
Assistant Professor
MBA
JNN College of Engineering, Shimoga
vikramadk@jnnce.ac.in
Marketing Research and MIS
• Marketing Information System,
• Importance, Relevance of MkIS,
• Marketing Research (MR) and MkIS,
• The marketing information systems and its
subsystems,
• four components: user interfaces, application
software, databases, and system support.
• Advantages & disadvantages of marketing
information systems
• Internal reporting systems.
Information System
• Information is defined as meaningful data,
which is needed by the managers for taking
accurate decisions.
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.
Nature of MkIS
Environmen
t

Marketing
Marketing
Managemen
Research
t

MIS
Components of MIS
Relevance of MkIS
Marketing Research (MR) and MkIS,
The marketing information systems and its
subsystems
four components of MkIS
• MkIS systems are decomposed on four
components:
• (1) user interfaces,
• (2) application software,
• (3) databases, and
• (4) system support.
user interfaces
• The essential element of the MkIS is the
managers who will use the system and the
interface they need to effectively analyze and use
marketing information. The design of the system
will depend on what type of decision managers
need to make.
application software
• These are the programs
that marketing decision
makers use to collect,
analyze, and manage
data for the purpose of
developing the
information necessary
for marketing decisions.
databases
• A marketing database is a system in which
marketing data files are organized and stored.
system support
• This component consists of system managers
who manage and maintain the system assets
including software and hardware network,
monitor its activities and ensure compliance
with organizational policies.
Advantages of marketing information
systems
• Organized Data collection
• A broad perspective
• Storage of Important Data 
• Avoidance of Crisis
• Co-ordination
• Analysis and Planning
• Control 
Disadvantages of marketing information
systems
• a. Expensive in nature
• b. Need a lot of maintenance
• c. High skilled employee required
• Not built right then waste of resources
Internal reporting systems
• Organizational reporting systems are managed
internally or by a third party.
• They may use email, web based, telephone
hotline and other reporting methods or
combinations to facilitate submission of reports
from a vessel.