The document discusses marketing information systems and how they are used to gain customer insights. It defines a marketing information system as people and processes for assessing information needs, developing needed data, and helping decision-makers use the information to understand customers and markets. It describes how marketing research is used to collect both secondary and primary data to inform these insights. Secondary data involves using existing information, while primary data like surveys, observations, and experiments are collected specifically for a given purpose. The key steps in marketing research are defining problems and objectives, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings back to decision-makers.

1. MIS
Marketing Information System

2. Contents.
•MKTG Research

3. Do You Remember ?
“Marketing is The Process Which Customers Do to
Create Value For customers, Build strong
customer relationships and to capture value in
return”

4. But how could we create value ??
How could we build that strong relationship ?

5. To create value for customers
and to build strong relationships
marketers must first
Gain Fresh, Deep insights
into what customers
need and want.

6. •Walkman !

7. People Need something that’s small enough to
hold,
has enough space for many songs

8. • IPod

9. Customer insights
• Fresh understanding of customers and the marketplace
derived from marketing information that become the basis
for creating customer value and relationships .
‫ايه‬ ‫عاوز‬ ‫هو‬ ‫اعرف‬ ‫و‬ ‫الزبون‬ ‫عقل‬ ‫جوة‬ ‫ادخل‬

10. Read your customer’s mind

11. And this is the mission of the …
Marketing
information
system

12. Marketing Information System
• People and procedures for assessing info. Needs,
developing the needed info. And helping decision
makers to use the info. To generate and check
customer and market insights .

14. Assessing info. Needs
Getting this info by
MKTG research
MKTG intelligence
Internal Database
Analyzing and using info.

15. • A good MIS balances the info. Users would like to have against what
they really need and what is feasible to offer .
“Too much Info. Can be as harmful as too little”

16. Marketing research
“The systemic design, Collection, analysis and reporting
of data relevant to a specific marketing situation facing
and organization”
‫ركزززز‬

17. Defining the problem
and research
objectives
Developing the
research plan For
Collecting info
Implementing the
research plan,
Collecting and
analyzing data
Interpreting and
reporting the
findings

18. Defining The Problem and research objectives
Defining the Problem and
research Objectives is often
the hardest step in the research
Process.
The managers may know that
something is wrong,
without knowing the specific reasons.

19. • After knowing exactly what Your Problem “situation” is ,, managers
have to define The objective of the research,
• A marketing Research Project might have one of the three types of
objectives
 Exploratory Research objective
 Descriptive Research objective
 Casual Research objective

20. Exploratory Research
• Marketing Research To gather
preliminary Information that
will help define problems and
suggest ways to respond .

21. Descriptive research
• Marketing research to better
describe marketing Problems,
situation, or markets such as
market potential for a product
or the demographics and
attitudes of consumers .

22. Casual research
• Marketing research
to test hypothesis
about
“cause-and-effect”
relationships .

23. The statement of the problem and research objectives guides
the entire research process . It should be “written”.

24. Defining the problem
and research
objectives
Developing the
research plan For
Collecting info
Implementing the
research plan,
Collecting and
analyzing data
Interpreting and
reporting the
findings

25. Developing the research plan
• After the problem and the objectives are defined, researchers must
determine the Exact info. Needed , develop a plan to gather it
efficiently and present the plan to management .

27. To collect this info.
• To meet the manager’s info. Needs the research plan can call
for gathering secondary data, Primary data Or both.
Secondary Primary

28. Secondary data
• Info that already exists somewhere,
having been collected for
another purpose .

29. Primary data
• Info collected for a specific purpose at hand .

30. •Danone can go and buy
Ready-made retail audit info.
From one of the available
marketing research companies.

31. Advantages and disadvantages of Secondary data
1. Can be obtained so
quickly
2. Lower cost
3. Provide data that an
individual
companies can’t
obtain
• Needed info may
not exist
• Info might not be so
usable

32. How to collect Primary data ???

34. Observation Research
• Gathering primary data by observing relevant people, actions and
situations.

35. Survey Research
• Gathering primary data by asking people questions about their
knowledge, attitudes, preferences and buying behavior .
• This is the most widely used method for primary data collection.
• It’s flexible
• It can be conducted by mail, phone or in person

36. You can use
survey monkey
website to make
online surveys

37. Experimental research
• Gathering Primary data by selecting matched groups, Giving
them different treatment, Controlling related factors and
checking for differences in group responses .

40. Contact method
• Info can be collected by mail, telephone , personal or
Online .

41. Focus Group interviewing
• Personal interviewing that involves inviting 6 to ten people
to gather for a few hours with a trained interviewer to talk
about a product, service Or organization .. The interviewer
focuses the group discussion on important issues

42. Online Marketing research
• Collecting Primary data online through internet surveys,
Online focus group Or tracking consumers online behavior.

43. These are the most important points of how to conduct
a marketing research

44. Defining the problem
and research
objectives
Developing the
research plan For
Collecting info
Implementing the
research plan,
Collecting and
analyzing data
Interpreting and
reporting the
findings

45. Implementing the plan
• It means collecting, Processing and analyzing the
information.
• Data collecting phase is the most expensive phase.

46. Defining the problem
and research
objectives
Developing the
research plan For
Collecting info
Implementing the
research plan,
Collecting and
analyzing data
Interpreting and
reporting the
findings

47. Interpreting and reporting the findings.
• Researchers must now interpret the findings, draw
conclusions and report them to management then put it into
a report

48. And now raise your hands

49. “People and procedures for assessing info. Needs,
developing the needed info. And helping decision
makers to use the Info. To generate and check customer
and market insights”
A. Marketing Research
B. Marketing Information system
C. Marketing Process

50. “Gathering primary data by observing relevant
people, actions and situations”
A. Observational Research
B. Experimental Research
C. Casual Research

51. “The Hardest step of the marketing
research is”
A. Defining the problem and objectives
B. Developing a research plan
C. Implementing the plan
D. Reporting the findings

52. “Data that was already collected before”
A.Secondary data
B.Primary data

53. • Marketing is the ……………. That companies use to
……………………… For customers and build
………………………………. In Order to ……………………………….. In
return.

54. SPEEEEEEEEEEEEEEEEEEEEED QUESTION

55. •Ready ?

56. The systemic design, Collection, analysis and reporting
of data relevant to a specific marketing situation facing
and organization is the definition Of
…………………………………..

57. Case

58. Thank You Guys 