BUSINESS RESEARCH METHODS
Chapter
19
Market Information
System
19-1 PROF.S.N.MURTHY & DR.BHOJANN Excel Books
A
Market
Information
System
Market Information System (MIS)
Market information consists of people, equipment and procedure to
gather, sort, analyze, evaluate and distribute the needed timely
information to marketing decision makers.
Marketing intelligence system
This refers to a set of procedures and sources used by Managers to
obtain everyday information about developments in the marketing
environment.
Importance of Data Base in M.R
Interaction with current and potential customers
Helps in planning a promotion programme
Help to provide what customer wants.
Copyright © 2007, S N Murthy & U Bhojanna
19-2 Business Research Methods, S N Murthy & U Bhojanna Excel Books
Market
Information
System
Type of Data Base
Active customer data base
Inactive customer data Base
Benefits of Data Base Marketing
To retain of customer
To estimate the lifetime value of a customer
Copyright © 2007, S N Murthy & U Bhojanna
19-3 Business Research Methods, S N Murthy & U Bhojanna Excel Books
Market
Information
System
Distinction between Marketing Intelligence and
Marketing Research
Market Intelligence Market Research
It is a continuous process It is project based,
It doesn’t provide immediate MR provides solutions to the immediate
solution to the problem. problem of the company.
No specific methodology to Specific methodology is followed
gather the data
Not a high expensive system Highly expensive system.
Data collection is not specific. Specific data only be collected
Research design is not required Research design is very important in
for this system marketing research
Copyright © 2007, S N Murthy & U Bhojanna
19-4 Business Research Methods, S N Murthy & U Bhojanna Excel Books
