Marketing Information System
Marketing Information System
Marketing Information System
GOODS
GOODS
MANUFACTURERS CUSTOMERS
PROCESSED
INFORMATION
MARKETING
INFORMATION
SYSTEMS
DIFFERENCES B/W MKIS V/S MARKETING RESEARCH :
MKIS :
It is future oriented
MKIS is continuous
It is post mortem
1. Market research
2. Sales research
3. Product research
4. Packaging research
5. Advertising research
6. Business economic research
7. Export marketing research
8. Media research
9. Distribution research
ADVANTAGES OF MARKETING RESEARCH :
1. Problem formulation
2. Decision on fact
3. Data collection
4. The marketing sample
5. Data evaluation
6. Interpreting the data
7. Report preparation
Executive report
Technical report
Data report
Popular report
8. Designing questionnaire
9. Interviewing
CREATING A RESEARCH DESIGN :
SOURCES OF DATA :
1. Internal sources
• Product analysis
• Territorial analysis
• Customer analysis
2. External sources
• Primary sources
• Secondary sources
SAMPLING
SAMPLING METHODS :
1. Probability or random
Systematic sampling
Stratified sampling
Cluster & area sampling
Multi stage
Segmental sampling
METHODS :
1. Survey method
• Personal interview
• Mail survey
• Telephone
• Questionnaire
2. Experimental method
• Product testing
• Psychological techniques
• Consumer panels
SOURCES OF SECONDARY DATA :
1. Government reports.
6. By – products of administration.
WHY IS IT HAPPENING ?
Performance diagnosis
1. Sales analysis
4. Financial analysis
Advertising efficiency
Distribution efficiency
IV. STRATEGIC CONTROL :