Marketing information system

Improving Decisions with
Marketing Information
MARKETING MANAGEMENT
PRESENTED BY: AUGUSTINE P. JOLO
CUTTINGTON GRADUATE SCHOOL
MONROVIA, LIBERIA
ID #: GP-15023
PRESENTED TO: JAMES N. SAMOKAH
LECTURER
DATE: FEBRUARY 17, 2016
04/05/16AUGUSTINE P. JOLO,SON OF A FARMER

∗ Know about marketing information systems.
∗ Understand the scientific approach to marketing
research.
∗ Know about methods for collecting secondary and
primary data.
∗ Understand the role of observing, questioning, and
using experimental methods in marketing research.
After my presentation, you should be
able to understand MIS

INFORMATION FOR MARKETING
DECISIONS
Marketing Information Inputs to
Marketing Strategy Planning Decisions
BASIC ISSUE
∗ MIS
∗ Accessing
multimedia data
∗ Data warehouse
∗ DSS
∗ Marketing models
∗ Marketing research
∗ Role of research
specialist
∗ Scientific method
∗ Steps in marketing
research

∗ An organized way of continually gathering, accessing, and
analyzing information that marketing managers need to
make decisions.
∗ Get more information – faster & easier
MARKETING INFORMATION SYSTEM
(MIS)
Information
sources
Questions
&
Answers
Decision
maker Results

ACCESSING MULTIMEDIA DATA
Marketing Information System
(MIS)
+
Intranet
+
DSS
The continual flow of information

Data Warehouse
A place where databases are stored so that they are
available when needed for analysis.
Computer storage device which store data that can be used

Is a computer program that makes it easy for a
marketing manager to instantly access and use decision
making information.
∗A computer program that helps a marketing manager
find information that is needed.
DECISION SUPPORT SYSTEM (DSS)

∗ Focuses on the statement of relationships among
marketing variables. Example 8Ps, external
environment, mission statement, etc.
∗ Information for planning, implementation, and
control
∗ New questions require new answers
MARKETING MODELS

∗ Procedures to develop and analyze information to
help marketing managers make an informed
decisions. A bridge to the consumer.
1.To get the facts
2.Who does the work
3.Effective research requires cooperation
Marketing Research

Scientific Method is a decision making approach that focuses
on being objective and orderly in testing ideas before
accepting them. They include:
Defining the problem
Analyzing the situation
Getting problem-specific data
Interpreting the data
Solving the problem
SCIENTIFIC METHOD

STEPS IN MARKETING RESEARCH
Early
identification
of solution
Defining the
problem
Analyzing the
situation
Getting
Problem-
Specific data
Interpreting
the data
Solving the
problem
Feedback to previous steps

∗Finding the right problem level almost solves the
problem
∗Don’t confuse problems with symptoms
∗Setting research objectives may require more
understanding
Step 1- Defining the Problem

Available information on hand currently
Secondary data & Primary data
Search engines by using internet
Government data & Private sources
Determine what else is needed – research proposal
Step 2 – Analyzing the Situation

Gathering primary data. there are two basic methods
for obtaining information about customers ：
Questioning and Observing
Questioning focuses on range of qualitative to
quantitative research.
Observing looks at many kinds of observation
that are possible.
Step3
Getting Problem Specific Data

Statistical Packages-easy to use computer programs
that analyze data.
Cross-tabulation
∗Random samples tend to be representative
∗Validity problems can destroy research
∗Poor interpretation can destroy research
∗Marketing manager and researcher should work
together.
STEP 4 INTERPRETING THE DATA

This final step evolves problem solving and their
implication on an institution survival.
Actionable Results
The results should have an Impact
Managers need to know about research
Quality of Suppliers Is Variable
Needed: Time, Forethought, Money
STEP 5 SOLVING THE PROBLEM

Qualitative Research
Seeks in depth, open ended responses, not yes or no
answers.
Qualitative questioning
Open ended with a hidden purpose
Interview ex ： mall intercept
Qualitative Research
VS
Quantitative Research

Observing
∗ Focuses on a well defined problem
∗ Observing is common in advertising research
∗ Checkout scanners see a lot
∗ Experimental method controls conditions

Focus Group
∗ which involves interviewing 6 to 10 people in an
informal group setting
∗ The focus group also uses open ended questions, but
here the interviewer wants to get group interaction
to stimulate thinking and get
immediate reactions.

∗ Quantitative Research focuses on structured responses that can be
summarized in numbers like percentages, averages, or statistics.
∗ Fixed responses speed answering and analysis very well.
∗ Quantitative measures of attitudes too.
∗ Surveys come in many forms for example; A researcher wants to study
2,000 consumers and needs information about a lot of personal and
sensitive issues. Which of the following would be the best way to
gather this information?
A. Mail survey , B. Focus group C. Telephone survey
D. Face-to-face interview
E. Experiment

Personal interview ：
Strength ： can be in depth
weakness ： people won’t give an answer because
culture or they consider embarrassing
E-mail ： strength ： fast ,convenient ,24hours
weakness ： the information is true or not

Research
Representative
group of
customers
Half of the
people see
TJJ #1
Half of the
people see
A PJ #2
Mean for group
who saw
TJJ#1=3.2
1 2 3 4 5
Mean for group who
saw APJ#2=4.7
Difference in Response
between
the two
groups
Average product interest rating by groupGroups of people are
similar except for the
APJ they see

∗ Research contributes to international success
∗ Avoid mistakes with local researchers
∗ Some coordination and standardization makes sense
International Marketing Research

Questions
&
Answers
∗ An organized way of continually gathering, accessing, and
analyzing information.
∗ Get more information – faster & easier
MIS - Marketing Information System
Information
sources
Decision
maker
Results

Marketing information system

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