The Marketing Information System This CTR corresponds to Figure 5-1 on p. 147 and relates to the material on pp. 147-155. Discussion Note: The MIS Concept is one of those exciting new areas for marketing careers you may wish to discuss with your students. Components of the Marketing Information System The MIS consists of people, equipment, and procedures to gather, sort, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Key components and functions include: Assessing Information Needs. Knowing what is needed or likely to be needed is a key feature of the MIS that underscores the importance of information. Quantity alone is not the answer as too much information can obscure important details. Also, not all desirable information is available. Competitors seldom volunteer information on their results. Distributing Information. This function requires organizing the MIS in a flexible and responsive manner that allows each user access to the combinations of information they need to make better decisions. Internal Records. An effective MIS organizes and summaries balance sheets, orders, schedules, shipments, and inventories into trends that can be linked to management decisions on marketing mix changes. Information Analysis. This function requires that the MIS director anticipate how the information is to be used. For example, if users from all business functions use the MIS on-line for short deadline decisions, then the analytical tools each area needs must be available on demand. Marketing Intelligence. This function provides the everyday information about environmental variables that managers need as the implement and adjust marketing plans. Marketing Research. This function links the consumer, customer, and public to the marketer through an exchange of information. Research is often project oriented and discussed in more detail on the following CTR.
Business Research Methods MKT3001 Tourism Research Methods MKT2011
You are instructed to review the course specification for the course online. This is our contract with you in relation to assignment due dates, assignment extensions, requirements to pass the course etc.
Why is information needed? Market/ Environment Strategic planning Customers needs Competition Business managers need information on…
The Management Information System Marketing Information System Management Info System Developing Information Information analysis Internal records Research Bus/Tourism Market intelligence Distributing Information Assessing information needs Business Manager Business Environment Management decisions and communications
Systematic and organised effort to investigate a specific problem or opportunity with the goal of finding answers to the issues
Marketing/Tourism research and business research should be considered one and the same
Marketing / Tourism research is different in the focus but not in the process or outcomes from developing rigor and balance in the research process.
Client Needs – Colmar Brunton
Business/Tourism Research Business/Tourism research is an organised, systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem or issue with the purpose of finding solutions to it or clarifying it.
Characteristics of scientific research : Factors to evaluate research
Research must be conducted with:
Quality – Accurate, Reliable & Valid
Limitations of scientific research in behavioural areas
Types of Business/Tourism Research Applied – done with the intention of applying results to specific problems in the business Basic/Pure – to enhance the understanding of problems that commonly occur across a range of organisations. Undertaken to extend knowledge
A document provided by the client to the research agency that describes the business decision problem and the expectations of a research study design to collect information to make the decision.
Includes: purpose, background, any previous research, need for research, research objectives, target audience, level of reporting, budget, timeline, expectations of proposal/selection criteria, professional membership/quality assurance information, contact details
Ethical Research Practices: those practices and procedures that lead to:
protection of human & non-human subjects
inferences, conclusions & recom. based on actual findings; &
complete & accurate research reports
Ethics: Interaction of Rights and Obligations Subject Researcher Client Researcher’s Obligation Researcher’s Obligation Researcher’s Rights Researcher’s Rights Subject’s Obligation Client’s Obligation Subject’s Rights Client’s Obligations Subject’s Rights Client’s Rights