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Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
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ITC Used Extensive Market Research Sunfeast range of biscuits
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Marketing Information Systems (MIS)
Marketing information system (MIS) consists of people and procedures for:
– Assessing informational needs– Developing needed information– Helping decision makers use the information to
generate customer insights
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MIS Systems Provide Massive Information DuPont's Pillow Study
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DuPont's Pillow Study
Pillow Segments
• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers
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Marketing Information Systems (MIS)
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Marketing Information System
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Marketing Information System
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Developing Marketing Information
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Internal Data
Internal databases
These are electronic collections of consumer and market information obtained from data sources within the company network
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Internal Data
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Marketing intelligence
Marketing intelligence
It is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
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Marketing intelligence
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Marketing research
Marketing research
This is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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Marketing research
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
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Steps in the Marketing Research Process
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Defining the Problem and Research Objectives
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Developing the Research Plan
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Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
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Research Approach
• Based on Internal data
• Based on MIS
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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?
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
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Contact Methods
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Contact Methods
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Research Instruments
Questionnaires
Technological Devices
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Research Instruments
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
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Galvanometer
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GPS
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Barriers Limiting the Use of Marketing Research
• A narrow conception of the research
• Uneven caliber of researchers
• Poor framing of the problem
• Late and occasionally erroneous findings
• Personality and presentational differences