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PROF.S.N.MURTHY & DR.BHOJANNA
BUSINESS RESEARCH METHODS
19
Chapter
Excel Books
Market InformationSystem
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Bhojanna
Copyright 2007, S N Murthy & U Bhojanna
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Market
Information
System
Market Information System (MIS)
Marketinformation consistsofpeople, equipment andprocedureto
gather, sort, analyze, evaluate anddistributetheneededtimely
informationtomarketingdecisionmakers.
Marketing intelligence system
Thisrefersto a setofprocedures andsourcesusedby Managersto
obtaineverydayinformation aboutdevelopmentsinthemarketing
environment.
Importance of Data Base in M.R Interaction with current
andpotential customers
Helpsinplanning a promotionprogramme
Helptoprovide what customerwants.
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Market
Information
System
Type of Data Base
Active customerdata base
Inactive customerdata Base
Benefits of Data Base Marketing
Toretainofcustomer
Toestimatethelifetimevalueofa customer
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Market
Information
System
Distinction between Marketing Intelligence and
Marketing Research
Market Intelligence Market Research
It is a continuous process It is project based,
It doesnt provide immediate
solution to the problem.
MR provides solutions to the immediate
problem of the company.
No specific methodology to
gather the data
Specific methodology is followed
Not a high expensive system Highly expensive system.
Data collection is not specific. Specific data only be
collected
Research design is not requiredfor this system
Research design is very important inmarketing research
