Marketing Research and MIS
Marketing Research and MIS
Marketing Research and MIS
Marketing Research is "the process or set of processes that links the consumers, customers, and end users to the marketer through information. Marketing Research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process. It is the systematic gathering, recording, and Analysis of Qualitative And Quantitative Data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the Marketing Mix impacts Customer Behavior.
Marketing Association,..
Marketing research is the systematic gathering, recording and analyzing of data about problems relating to marketing of goods and services .
In this first step the researcher has to identify the problem that needs to be investigated.
Defining a marketing research problem can be difficult. A novice researcher could easily interpret symptoms or causes as a problem.
The research design is the blueprint of a marketing research project. The research design considers what research methods are best for collecting data and which are most suitable for analyzing the data collected. There are two broad types of research: a. Quantitative. b. Qualitative.
The final stage of the marketing research process involves transcribing, coding, organizing, interpreting and verifying the data collected.
The final report should clearly state the research problem and outline research objectives.
o Scope:
o Marketing Mix Decisions: Effectives Marketing-mix enables the firm o Methods of Data Collection: Survey Method, Experimentation Method,
Observation Method.
According to Philip
Kotlar
Marketing information system (MIS) consists of people, equipment and procedures to gather, sort analyses evaluate and distribute needed timely and accurate information to marketing decision makers. Marketing decision makers use the data to identify and solve marketing related problems.
Component of MIS: The MIS can be designed with the involvement of the
following elements. Internal company records. Marketing intelligence system. Marketing research etc.
Information, the marketing managers can make quick and effective decisions.
Marketing communications
- By Mithun Kanojia