Marketing Research

Marketing Information System

(MIS)
 Defining MIS
► Marketing Information System or
Management Information System
► A computerized network
► Gather, Stores, analyze and distribute
information
► Support decision making
 Definition
A structured, interacting complex of persons,
machines and procedures designed to
generate an orderly flow of pertinent
information, collected from various
resources, for use as the bases for decision
making in specified areas of marketing
management.
 Need for MIS
► Developing marketing plans
► Tracking customers
► Evaluating Product performance
► Analyzing the demand
► Evaluating marketing effectiveness
► Monitoring
► Managing the flow of information
Process of MIS
 Components of MIS

Data Bank

Statistical Display Marketing

MKIS
Bank unit Manager

Model
Bank
 Components contd..
► Data bank - raw data e.g historical sales
data, secondary data
► Statistical bank - programmes to carry-out
sales forecasts, spending projections
► A model bank - stores marketing models e.g
Ansoff’s matrix, Boston Matrix
► Display unit - VDU and keyboard
 Types of information

►Recurrent infom.
►Monitoring infom.
►Requested infom.
 Recurrent information.
► That is provided on a periodic basis.
► Particularly useful for indicating problems and
opportunities.
► Determine the effect of solution to potential problems.
► Examples;--
► Market share by region.
► Customer purchase intention.
► Customer satisfaction with the firm product.
► Customer awareness of the firm advertising.