This document contains information about marketing information systems (MIS) and marketing research. It defines MIS as consisting of people, equipment, and procedures to gather, analyze, and distribute market information to decision makers. It discusses the components of MIS, including internal records, marketing intelligence systems, and marketing research. It also provides details about key aspects of marketing research such as the problem definition, research design, data collection, sampling, data analysis, and application steps.

1. Answer from the pre-class reading only.
Negative marks will be applicable for wrong answers.
Answer in one or two sentences.
 Presidency Business School,
QUIZ no. 3
 Name : Date:
 Sem: 1(MKU) Marketing Management

2. Two marks each
 1.What is primary sources of data?
 2. What are the types of primary data?
 3.What is census?
 4.Why is census not suitable for many
market researches?
 5. What is the term given to the pie
taken from a population?

3. Product
 Product variety
 Quality
 Design
 Features
 Brand name
 Packaging
 Sizes
 Services
 Warranties
 Returns

4. Price
 List Price
 Discounts
 Allowances
 Payment period
 Credit terms

5. Promotion
 Sales promotion
 Advertising
 Sales force
 Public relations
 Direct marketing

6. Place
 Channels
 Coverage
 Assortments
 Locations
 Inventory
 Transport

7. MIS
A marketing information system consists
of people, equipment , procedures to
gather sort analyse evaluate distribute
needed, timely and accurate information
to marketing decision makers.

8. 􀂙 How do we gather information?
􀂙 Internal intelligence systems
􀂙 Analyse macro environment
􀂙 Understanding demographics
􀂙 Other macro environment like:
- Economic environment
- Social cultural environment
- Natural environment
- Technological environment
- Political legal environment

9. 􀂙 Components of MIS :
- Internal company records
- Marketing intelligence system
- Marketing research
􀂙 MIS provides information on:
- Buyer wants, preferences and behaviour
- Consumption patterns across geographic areas
Thus the companies can :
- Choose its markets better, develop better offerings,
and
execute better planning

10. 􀂙 Managers rely on
Order, sales, prices, costs, inventory levels,
receivables, payables
Let us now examine each of the components of
MIS.
1. Internal records :
- Order to payment cycle
- Sales information system
- Data base , data warehousing, data mining

11. 1.1 Order to payment cycle :
The heart of internal records is the order to payment cycle.
Sales representatives , dealers and customers send orders . The
sales department prepares an invoice and transmits to all in the
company. Out of stock items are back ordered . Shipped items
are accompanied by shipping and billing documents that are
sent to various department.
1.2 Sales information system:
Marketing managers need timely report from sales for further
actions. How much has been sold, stock pending at the
distributors, stock in transit , how a consumer promotion has
worked , these are some of the information that this system
gives.

12. 1.3 Database management :
Companies collect and organize data according
to customers, products, sales and then
combine all these to arrive at some decision
making point.
Data warehousing is storing data in one source
with multiple files so that retrieval is easy.
Data mining is extracting relevant information
from the warehouse and analyzing it
according to the needs of the situation.

13.  2. Marketing intelligence system
 It is a set of procedures and sources
managers use to obtain
 everyday information about developments in
the marketing
 environment.
- Information is got through reading
newspapers, books,
 journals, customers, suppliers

14. 􀂙 How can one obtain a good marketing
intelligence?
- Motivated sales force can spot new
developments
- Distributors, retailers and suppliers
- Stock holders meetings, published reports
- Customer advisory panel
- Govt. data resources
- Retail audit, consumer panel data
- Online customer feedback

15. 3. Marketing Research
1. What is marketing research?
“The systematic gathering , recording and
analysing of data about problems
related to the marketing of goods and
services”

16. 2. Purpose of research :
- Decision making tool
- facilitation
- Risk reduction
- Discovering profitable opportunities
3. Marketing research acts as a marketing tool in the following
areas of sales and marketing.
- Study of consumer behaviour
- Product design
- Designing distribution channels
- Advertising design – through consumer perception
- Social marketing

17. 4. Steps in marketing research
- Problem definition
- Research design
- Field work/Collect information
- Data Analysis
- Report presentation
Let us examine each of the steps with its sub activities
Problem definition –
- Define the issue on hand
- Give a correct overview of current scenario and future
objective

18.  Research Design
 - Data collection
 Observational research
 Focus group Research
 Survey research
 Behavioral data
 Experimental research( cause & effect
relationships)

19.  - Research instrument
 Questonairs:
Close-end
Open-end
 Mechanical instruments: like,
 Galvanometers-emotions
 Tachistoscopes flashes
 Eye cameras
 Audiometer-TV
 - Sampling plan

20.  Field work
 - Planning and supervision
 Data Analysis
 - Classifying raw data
 - Summarising data
 - Analytical methods to analyse and
then make an inference

21.  Application of research :
 - Sales and market analysis
 - Product research
 - Corporate research
 - Advertising research

22.  Barriers to the use of MR
 A narrow conception of Marketing
Research
 Uneven caliber of Marketing
researchers
 Late and erroneous findings by
marketing research
 Personality and presentational
differences.