The document discusses marketing research and marketing information systems. It defines marketing research as the systematic collection, analysis and reporting of data related to solving marketing problems and opportunities. Marketing research helps companies understand customers, markets, and competitors so they can make better business decisions. A marketing information system is described as an ongoing process that generates, analyzes, stores, and disseminates market data to support marketing decisions. Both marketing research and marketing information systems are important tools that provide accurate data and insights to help companies plan effectively and make informed decisions.

2. GAURAV JADHAV- 57
MAYURTHAKREY- 52
SHANTANU BHOPLE- 31
PRIYANKA AMIN- 2
KOKILA PATEL- 17

3.  “The systematic gathering , recording and analyzing of data about problems relating to the
marketing of goods and services.” -American Marketing Association[AMA].
 The term „Marketing Research‟(MR) is used extensively in modern marketing management. It acts
as a tool for accurate decision making as regards the production and marketing of goods and
services. It is also useful for studying and solving different marketing problems faced by a
marketing firm. MR is necessary for the survival and growth of a business enterprise under
competitive marketing environment.
 Research means detailed , systemic and comprehensive study of a problem. Here, the details of the
marketing problem are collected and analyzed, conclusions are drawn and suggestions are made to
solve the problems quickly , correctly and systematically.
 In Marketing research, major marketing problems are studied in depth by collecting and analyzing
all relevant problems. MR can solve the problems relating to consumers , products , market
competition and sales promotion.
 MR is used by manufacturers/exporters/distributers and service organizations to collect
information on various aspects of marketing. The information collected is analysed and used for
decision-making in the marketing management.
 Marketing management is a specialized activity. Naturally, an expert with necessary
qualifications, qualities, experience and maturity is suitable for the conduct of the marketing
research project.
 Marketing research is not a job which can be performed by any manager working within the
organization. Appointment of a competent research organization is always better for higher quality
and result oriented research work.

4.  Solving Marketing Problems
 Essential role in Business management
 Helps in planning Marketing operations

5.  Systematic and continuous process
 Wide scope
 Emphasizes on accurate data collection and critical analysis
 Offers benefits to the company and consumers
 Commercial equivalent of military intelligence
 Tool for managerial decisions

6.  Indicates current market trends
 Pinpoints deficiencies in marketing policies
 Explains customer resistance
 Suggests sales promotion techniques
 Guides marketing executives
 Facilitates business expansion

7.  Product Research
 Sales Research
 Consumer Research
 Promotion Research
 Price Research
 Product Research

8.  “Marketing information system is an ongoing, organized set of procedures
and methods design to generate, analyze, disseminate, store and retrieve
information for use in making marketing decisions.” -WILLIAM STANTON
 MIS is an essential support system for marketing decision making. It is a part
of Management Information System.
 Marketing information system includes all facts , estimates, opinions and
other data use in marketing decision-making.
 The marketing manager takes marketing decisions in light of information
supplied through MIS. It provides updated information in an uninterrupted
manner. In fact, information is the glue that holds organization together.
Every organization needs efficient MIS.

9.  Continuous operated process
 Operates with speed and accuracy
 Needs cooperation of departments and executives
 Facilitates prompt and correct decision-making
 Future oriented

10.  Assembling information
 Processing of information
 Analyzing the data collected
 Storing of data collected
 Evaluating the data
 Disseminating relevant information
 Updating the information collected
 Introducing updated information technology

11.  Essential supplement of business management
 Helps in decision-making
 Provides information feedback
 Provides accurate and timely information
 Provides information on business environment

12.  Marketing research is one of the tools to develop the
business
 Sometimes it may fail due to inadequate data, lack of
quality in data, marketing research doesn't use an
appropriate statistical or econometric methods to analyze
the data and many other reasons.
 Inan competitive world, every firm must do the market
research inorder to know their strengths and weaknesses.

13. Thank you.