MIS Lesson 2

8/3/2019 MIS Lesson 2

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Marketing Information Systems

(MIS) & Marketing Research


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The marketing information system (MIS)

Assessing information needs

Developing information

Marketing research processing

Information analysis

Distributing information

Outline


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Marketing Information SystemConsists of people, equipment, and procedures togather, sort, analyze, evaluate, and distributeneeded, timely, and accurate information tomarketing decision makers.

1. Assessing information needs: a good MIS system

balances information that we would like to haveagainst that which is really needed and feasible toobtain.

2.Developing information: four main sources/types.

1. Internal Records Information2. Marketing Intelligence

3. Marketing Research

4. Information Analysis

3. Distributing information to decision makers.


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The Marketing Information

System


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Assessing Information Needs

Pizza Hut wants to launch a new pizza but needs

feedback from the customers.

Treasure Island wants to evaluate its market position

.

Burger King develops two TV commercials and

wonder which one would be more effective.

You are going to start your own business in aparticular city and you have to make concept and

location decisions.


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Developing Information

Main Sources and Types

1.Internal records information

2. Marketing intelligence

3. Marketing research

Information analysis


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Internal Records

Information gathered from sources within the company to

evaluate marketing performance and to identify

marketing problems and opportunities

Internal databaseInternal database (Financial and nonfinancial data

from PMS)

Data warehousesData warehouses (Customer data in the corporate

office Ex. Wyndham Hotels)

Guest history informationGuest history information (information gathered

from guest records)



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Internal Records

Guest information trendsGuest information trends (booking patterns,cancellations, occupancy patterns)

Guest information managementGuest information management (e.g., guestcomment cards, listening to and speaking with

guests, mystery shoppers, P.O.S. information

Example: Las Vegas Hilton) Corporate customer and marketing intermediaryCorporate customer and marketing intermediary

informationinformation (e.g., customer and prospective customer

databases)



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Marketing IntelligenceEveryday information from internal and external sources about

developments in the marketing environment that helps managers to

prepare and adjust marketing plans and short-run tactics.

Internal sources of marketing intelligenceInternal sources of marketing intelligence- Gathered by company executives, and other employees

External sources of marketing intelligenceExternal sources of marketing intelligence

- Macromarket information, competitive, new innovation and trends

Sources of competitive informationSources of competitive information- Annual reports, trade magazines, press releases, andadvertisements

Commercial sources of marketing informationCommercial sources of marketing information- On-line databases of information services, electronic yellow pages



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Marketing Rese

arch

A process used to identify and define marketing opportunitiesand problems, to monitor and evaluate marketing actionsand performance, and to communicate research findings tomanagement.

Example: When McDonalds decided to add salads to its menu, its planners

needed to research customers preferences for types of vegetables

and dressings.

Most common activities: market share analysis, market potentialssales analysis, business trends, short-range forecasting, competitive

Product studies, long-range forecasting, testing of existing products.

1. Own researchers

2. Outside researchers



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Interpretingand reporting

the findings

Implementingthe researchplan -- collecting

and analyzingthe data

Developing theresearch planfor collecting

information

Defining theproblem andresearch

objectives

Marketing Research Process

Steps in the Marketing Research Process:

Objectives:Exploratory

Descriptive

Causal

Secondary data vs.primary data

Sample vs.

population

Research

Approaches

Put the plan intoaction collect and

analyze the data

Interpret thefindings-draw

conclusions

and report to

management


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Exploratory Research Descriptive Research Causal Research

(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)

Our sales are declining and What kind of people are buying Will buyers purchase more of

we dont know why. our product? Who buys our our products in a new package?

competitors product?

Would people be interested Which of two advertising

in our new product idea? What features do buyers prefer campaigns is more effective?in our product?

Defining the Problem and Research Objectives



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Information ThatAlready Exists

Somewhere.

+ Obtained More

Quickly, Lower Cost.- Might Not be

Usable Data.

Develop the Research Plan

Secondar

y vs. Primar

yDa

ta

Both MustBe:

Relevant

Accurate

Current

Impartial

Information

Collected for the

Specific Purpose

at Hand.


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Mail Telephone Personal Internet

Flexibility Poor Good Excellent Good

Quantity of Data

Collected

Good Fair Excellent Good

Control of

Interviewer

Excellent Fair Poor Fair

Control of

Sample

Fair Excellent Fair Poor

Speed of Data

Collection

Poor Excellent Good Excellent

Response Rate Fair Good Good Good

Cost Good Fair Poor Excellent

Develop the Research PlanContact Methods


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Research Instruments

Structured or Unstructured

Interview (structured or unstructured)

Mechanical Devices (Tape record, video) Structured (Questionnaire)

Presenting the Research Plan

Summarize the plan in a written proposal



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Information Analysis

This involves further and more detailed analysis of

marketing intelligence and marketing research

data (sometimes this is called secondary

analysis of primary data) through:

1.Advanced statistical analysis

2. Mathematical models


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Distributing Information

Information has no value until managers use it to

make better decisions.

It must reach the appropriate managers at the right

time.

Often information arrives too late to be useful.

MIS Lesson 2

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Transcript of MIS Lesson 2