MARKETING INFORMATION

SYSTEM

By:-Sarath
Manasa
Pankaj
12/16/09 1
What is Marketing Information
System?

Marketing Information System is a set

of procedures and methods for the
regular planned collection, analysis
and presentation of information for
use in marketing decisions.

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Marketing Research is the main tool to


gather marketing information.



 What is marketing research?

- The systematic gathering, recording


and analysing of data about problems

relating to the marketing of goods
and services.

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Steps involve in marketing research.


1.Set objectives
2.Define research Problem
3.Select the sample
4.Data collection
5.Analysis of results
6.Present in a final report
7.

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 Source for marketing research.


Primary data - collected firsthand

Secondary data - already exists, desk
research
Quantitative research - statistical
basis
Sampling - studying part of a
‘population’ to learn about the
whole


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 Marketing Research Techniques


Interviews
 face-to-face
telephone
postal questionnaire/through email
Attitude measurement
cognitive component (know/believe about
an act/object)
affective component (feel about an
act/object)
conative component (behave towards an
object or act)

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 

Likert scale
strongly agree
agree
neither agree nor disagree
disagree
strongly disagree

Semantic differential scales -
differences between words e.g.
practical v impractical


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REFERENCES


www.sticky-market.net
Marketing management by Philip
Kotler


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

 THANK YOU

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