Managing Marketing

Information

Chapter 4
 Marketing Information
System
• Marketing Information System (MIS)
 Consists of people, equipment, and
procedures that gather, sort, analyze,
evaluate, and distribute timely, and
accurate information to marketing
decision makers.

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 Marketing Info. System
Developing • Internal data is gathered via
customer databases,
Information financial records/reports.
• Advantages of internal data
1. Internal data include quick/easy access
to information.
2. Marketing • Disadvantages stem from
intelligence the incompleteness or
inappropriateness of data to
3. Marketing a particular situation.
research
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 Marketing Info. System
• Marketing intelligence is
Developing the systematic collection
Information and analysis of publicly
available information about
competitors and trends in
1. Internal data the marketing environment.
• Competitive intelligence
2. Marketing gathering activities have
grown dramatically.
intelligence • Many sources of
3. Marketing competitive information
exist.
research
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 Marketing Info. System

Sources of
Competitive Intelligence
• Company • Competitor’s
employees employees
• Internet/Published • Trade shows
information
• Channel members
• Garbage and key customers

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 Marketing Info. System
• Marketing research is
Developing the systematic design,
Information collection, analysis, and
reporting of data
• Internal data relevant to a specific
marketing situation
• Marketing facing an organization.
intelligence • Steps in the marketing
• Marketing research process are
mentioned in later slide
research
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Cont.

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 Marketing Info. System
• Step 1: Defining the problem and
research objectives
 Don’t confuse the symptoms of the
problem with its cause when defining the
problem.

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 Marketing Info. System
• Step 2: Developing the Research Plan
 Research objectives guide the determination of
specific information needs.
 Research proposals outline the type of data
needed and the research plan.
 Secondary data: Information collected which
already exists.
 Primary data: Information collected for the specific
purpose at hand
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 Marketing Info. System
Types of Data • Secondary data sources:
 Government information
 Internal, commercial, and
online databases
• Secondary data  Publications
• Advantages:
• Primary data  Obtained quickly
 Less expensive than primary
data
• Disadvantages:
 Information may not exist or
may not be usable.
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 Marketing Info. System

Evaluate the Following When Judging

Data Quality
• Relevance(fit • Current(up to date )
research needs) • Impartiality(not bias)
• Accuracy(reliable)

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 Marketing Info. System
Types of Data • Planning primary research:
 Research approaches:
 Observation, survey,
experiment
• Secondary data  Contact methods:
 Mail, telephone, online,
• Primary data personal
 Sampling plan:
 Sampling unit, sample size,
sampling procedure
 Research instruments:
 Questionnaire, mechanical
instruments

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 Marketing Info. System
• Research approaches:
i)Observation research using people or
machines
 Mystery shoppers, web site “cookies” are
some examples.
 Discovers behavior but not motivations.

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 Marketing Info. System
• Research approaches:
 ii)Survey research is widely used to
gather descriptive information.
 Single source data systems gather
information from consumer panels
 Survey research faces many problems

 iii)Experimental research investigates

cause and effect relationships.

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 Marketing Info. System
• Key Contact Methods Include:
 Mail surveys
 Telephone surveys
 Personal interviewing:
 Individual or focus group
 Structured , semi structured ,not structured

 Online (Internet) research

• Each contact method has strengths and weaknesses

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 Marketing Info. System
Strengths and Weaknesses of Contact
Methods Relate to:
• Flexibility • Interviewer
effects
• Sample control
• Speed of data
• Data quantity collection
• Cost • Response rate
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 Marketing Info. System
• Sample: subgroup of population from whom
information will be collected
• Sampling Plan Decisions:
 Sampling unit
 Sample size
 Sampling procedure:
 Probability samples
 Non-probability samples
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 Marketing Info. System
• Research Instruments:
 Questionnaires
 Include open-ended and closed-ended
questions
 Phrasing and question order are key
Self administered/non self administered

 Mechanical instruments

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 Marketing Info. System
• Step 3 of the Research Process:
Implementing the Research Plan
 Involves collecting, processing, and
analyzing information.
• Step 4 of the Research Process:
Interpreting and Reporting the Findings

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 Marketing Info. System
• Distributing and Using Marketing
Information
 Routine reporting makes information available
in a timely manner.
 databases ,data ware houses , data mining
allow for special queries.
 Intranets and extranets help distribute
information to company employees and value-
network members.

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 Other Considerations
• Marketing research in small businesses
and not-for-profit organizations
• International marketing research
• Public policy and ethics
 Consumer privacy issues
• Misuse of research findings

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