c.MKIS and MR 3

                      
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 Marketing Information Systems

https://members.cj.com/member/publisher/creative/11249463.gif•Marketing Research

•What is Marketing Research?

•Process

•Terminology

•Techniques

•What is MKIS

•MKIS - Marketing Information Systems

Components of an electronic MKIS




          Marketing Research

‘the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’

American Marketing Association

The Marketing Research Process

Set objectives

Define research Problem

Assess the value of the research

Construct a research proposal

Specify data collection method

Specify techniques of measurement

Select the sample

Data collection

Analysis of results

Present in a final report

Terminology of Marketing Research

•Primary data - collected firsthand

•Secondary data - already exists, desk research

•Quantitative research - statistical basis

•Qualitative research - subjective and personal

•sampling - studying part of a ‘population’ to learn about the whole

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 

• Liker scale

•strongly agree

•agree

•neither agree nor disagree

•disagree

•strongly disagree

•Semantic differential scales - differences between words e.g.  practical v impractical

•Projective techniques

•sentence completion

•psychodrama (yourself as a product)

•friendly martian (what someone else might do)

•Group discussion and focus group

•Postal research questionnaires

•Diary panels - sources of continuous data

•In-home scanning - hand-held light pen to scan barcodes

•Telephone research

•Observation

•home audit

•direct observation

•In-store testing

What is MKIS?

American Marketing Association

                                                                            MKIS (MIS) is a set of procedures and methods for the regular, planned collectionanalysis and presentation of information for use in marketing decisions’

The components of a computerised 

MKIS

•Data bank - raw data e.g historical sales data,

 secondary data•Statistical bank -  programmes to carry-out sales forecasts, spending projections

•A model bank - stores marketing models e.g 

Ansoff’s matrix, Boston Matrix

•Display unit - VDU and keyboard

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