marketing research and mis
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Meaning and Definition
According
to Philip KotlarMarketing research is
the systematic problem analysis, model building and fact
finding for the purpose of improved decision-marketing
and control in the marketing of goods and services.
According To TheAmerican Marketing Association,..
Marketing research is the systematic gathering,recording and analyzing of data about problems relating to
marketing of goods and services .
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o Systematic process: Marketing Research is a systematic process to identifyand to solve marketing problems.
o Scope: Product Research
Promotion Research
Pricing Research
Place Research
o Continuous in Nature: Marketing Research is continuous in nature asthere is need for marketing research.
o Bridges Company-Customer Gap: Marketing research bridges the gap
between the producers and the consumers.
o MarketingMix Decisions: Effectives Marketing-mix enables the firmto achieve marketing objectives.
o Methods of Data Collection: Survey Method, Experimentation Method,Observation Method.
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Importance of Marketing Research
Marketing-mix Decisions.
Customer Satisfaction.
Competitive Advantage.
Corporate Image.
Forecasting Of Sales.
Brand Loyalty.
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According to Philip KotlarMarketing information
system (MIS) consists of people, equipment and procedures to
gather, sort analyses evaluate and distribute needed timely and
accurate information to marketing decision makers.
Marketing decision makers use the data to identify and solve
marketing related problems.
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Features of Marketing Information Systemo Systematic Process.o Component of MIS.
o Facilitates Decision Making.o Future Oriented.o Regular Supply of information.
Internal Records Marketing Intelligence System Marketing Research Marketing Decision Support System
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Importance of Marketing Information System
Helps to recognise Trends. Facilitates Marketing Planning and Control.
Quick Supply of Information.
Tapping of Business Opportunities.
Provide Marketing Intelligence.
Integration of Information.
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- By Mithun Kanojia