Chapter 7

Marketing information system –a system, in which marketing information is formally gathered, stored, analyzed and distributed to manage in accord with their informational needs on a regular basis. Data are derived from the marketing environment and transferred into the information. MkIS comprises:

- Internal continuous data

- Internal ad hoc data (information, used for a special purpose)

- Environmental scanning (focus on general situation)

- Marketing research (more immediate situation)

MkIS Internal continuous data Internal ad hoc data Environmental scanning Marketing research - external ad hoc - external continuous

Marketing decision-making Strategic - New products and markets - Competitive strategy Tactic - Marketing mix planning Operational - salesforce monitoring - advertising copy

Marketing environment The company Customers suppliers Distributors Economic Social Legal Technological

A marketing information system

Types of marketing research:

1. Ad hoc research

- Customer designed studies (tailored for specific needs of customers)

- Omnibus studies (more general)

2. Continuous research

- Consumer panels (recruiting large numbers of HH, which provide information on their purchases over time)

- Retail audits (cooperation with retailers, with the help of bar-codes)

- television viewership panels

- Marketing databases

- Customer relationship management system

- Website analysis

Main quantitative data collection - descriptive research - experimental research - the sampling process - the survey method - questionnaire design

Exploratory research - secondary research - qualitative research - consultation with experts - observation

Research planning - initial contact - research brief - research proposal

Marketing research process

Data analysis and interpretation

Report writing and presentation

Qualitative research does not equal to Quantitative research

Basic ethical concerns of marketing research:

1. Intrusions on privacy

2. The misuse of marketing research foundings

3. Competitive information gathering

4. Selling under the guise of marketing research

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