2. 2
WHAT IS AN MIS?
An MIS stands for Marketing Information
System.
An MIS is an organized method of
collecting and storing important
information for marketers to use to make
necessary decisions for organizations.
An MIS can be as simple as a notebook
or as complex as technical computer
databases.
3. 3
TYPES OF MARKETING
QUESTIONS AN MIS
NEEDS TO ANSWER
W H E N
- D o c o n s u m e r s b u y ?
( a t th e e v e n t o r b e f o r e f ro m h o m e )
W H O
- C o n s u m e s o u r p r o d u c t?
- D e c id e s t o p u r c h a s e ?
- A t t e n d s w it h w h o m ?
W H Y
- D o c o n s u m e r s b u y o u r p r o d u c t?
- D o c e r t a in c lu s te r o f c u s t o m e r s o c c u r?
W H A T
- P r o d u c t s c o m p e t e w it h o u r s ?
- B e n e f it s d o e s c o n s u m e r s e e k ?
- F a c t o r s in flu e n c e d e m a n d ?
H O W
- D o c o n s u m e r s u s e o u r p r o d u c t?
- M u c h d o c u s t o m e r s b u y ?
W H E R E
- I s t h e d e c is io n m a d e t o b u y ?
- D o b u y e r s s e e k p r o d u c t in f o ?
- D o c u s t o m e rs b u y t h e p r o d u c t?
4. 4
RESEARCHING THE
GENERAL MARKET
There are important data needed from
the general market. Some are:
Critical Trading Radius--how far will customers
travel for your product?
Size of the market--Is the market big enough to
support your team?
Demographics
Psychographics
Level of spectatorship for each demographic
segment--how many women watch football?
Data on Future Trends--what is the trend for
changing uniforms?
5. 5
DATA SOURCES
FOR A Marketing
Information System
THERE ARE TWO GENERAL
SOURCES OF DATA FOR AN MIS:
INTERNAL
within-organization information
EXTERNAL
information from outside the company
7. 7
EXTERNAL
SOURCES
External Sources can be broken
down into two main categories:
1) Primary Data – Information that
we have
2) Secondary Data – Information
that we get from someone else
8. 8
TYPES OF
PRIMARY DATA
SOURCES
Personal Observation
Focus Groups
Personal Interviews
Community Intercepts
Panel of Experts
Mystery Shopper
On-Site Surveys
Mail Surveys
Telephone Surveys
Computerized
Surveys
Surveys and
Questionnaires*
* Used most frequently*
9. 9
TIPS FOR DESIGNING
A QUESTIONNAIRE
It should only contain questions for which the
marketer really needs answers.
Simple, objective, closed-ended questions should
be used most of the time.
Demographic questions should come at the end of
the survey.
Similar and related questions should be grouped
together and should flow from general to specific.
Try to vary the style of questions used to maintain
interest.
The questions should be free of ambiguities.
10. 10
SECONDARY DATA
EXAMPLES
Census Reports--every ten years
Census-Based Demographic Reports
State Agencies--Department of Recreation
Public Libraries
Chambers of Commerce
Trade Associations--player unions
Professional Research Services--Nielsen
Company
Trade Publications--print and online