WHAT IS AN MIS?
An MIS stands for Marketing Information
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
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?
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?
Level of spectatorship for each demographic
segment--how many women watch football?
Data on Future Trends--what is the trend for
FOR A Marketing
THERE ARE TWO GENERAL
SOURCES OF DATA FOR AN MIS:
information from outside the company
Inquiries from customers or fans
Letters or Phone Calls of Complaint
Web Site Interaction
External Sources can be broken
down into two main categories:
1) Primary Data – Information that
2) Secondary Data – Information
that we get from someone else
Panel of Experts
* Used most frequently*
TIPS FOR DESIGNING
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
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
The questions should be free of ambiguities.
Census Reports--every ten years
Census-Based Demographic Reports
State Agencies--Department of Recreation
Chambers of Commerce
Trade Associations--player unions
Professional Research Services--Nielsen
Trade Publications--print and online