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MKIS - Marketing Information Systems
What is Marketing information systems
What are the different Components of an electronic
MKIS
Marketing Research
What is Marketing Research?
Process Terminology used
Techniques of conducting Market research
Marketing Information Systems&
Marketing Research
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What is Marketing InformationSystem?
Marketing Information System is a set of
procedures and methods for the regular,
planned collection, analysis andpresentation of information for use in
marketing decisions
American Marketing Association
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The components of a computerised
MKIS
Model
Bank
Data Bank
Statistical
BankMKIS
Display
unit
Marketing
Manager
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Marketing Research
The systematic gathering, recording and
analysing of data about problems relating
to the marketing of goods and services
American Marketing Association
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The Marketing Research Process
a. Set objectives
b. Define research Problem
c. Assess the value of the research
d. Construct a research proposale. Specify data collection method
f. Specify techniques of measurement
g. Select the sample
h. Data collection
i. Analysis of results
j. Present in a final report
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Can be broken down to five major
steps
a. Setting objectives of the research
b. Research Design
c. Data collectiond. Data Analysis
e. Report presentation
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Terminology of Marketing Research
Primary data - collected firsthand
Secondary data - already exists,
Quantitative research Based on statisticalapproach
Qualitative research subjective & personal
sampling - studying part of a population tolearn about the whole
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Marketing Research Techniques
Interviews
face-to-face
telephone
postal questionnaire
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 disagreeEx: The food served in the canteen is hygienic and
nutritious.
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Semantic differential scales
A Seven point scale:
To find out the attitude of respondents on anyissue:
For example:
Excellent V poor
3 2 1 0 -1 -2 -3
Severe Leneiant
Sociable Unsociable
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Projective techniques
Projective techniques
sentence completion
psychodrama (yourself as a product) friendly martian (what someone else
might do)
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Telephone research
Observation
home audit
direct observation
In-store testing
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Group discussion and focus group
Postal research questionnaires
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to
scan barcodes