Marketing information systems consist of people and procedures for assessing information needs, developing needed information, and helping decision makers use information to generate customer insights. Marketing research involves systematically designing, collecting, analyzing, and reporting data relevant to a specific marketing situation. It follows steps such as defining the problem, developing a research plan, collecting and analyzing information, and presenting findings. Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and marketplace developments.

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3. Marketing information system (MIS)
consists of people and procedures for:
– Assessing informational needs
– Developing needed information
– Helping decision makers use the information to
generate customer insights

5. Pillow Segments
• 23% - stackers
• 20% - plumpers
• 16% - rollers or folders
• 16% - cuddlers
• 10% - smashers

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10. Internal databases
These are electronic collections of consumer
and market information obtained from data
sources within the company network

12. Marketing intelligence
It is the systematic collection and analysis of
publicly available information about
consumers, competitors, and developments in
the marketplace

14. Marketing research
This is the systematic
design, collection, analysis, and reporting of
data relevant to a specific marketing situation
facing an organization

16. .
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. Define the problem
Develop research plan
Collect information Make
decision
Analyze information
Present findings

20. Step 2: Develop . Research Plan
the
.
Data Research
Sources Approach
Research Sampling
Instruments Plan
Contact
Methods

21. • Based on Internal data
• Based on MIS

22. • Sampling unit:
Who is to be surveyed?
• Sample size:
How many people should be surveyed?
• Sampling procedure:
How should the respondents be chosen?

23. .
. Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview

26. .
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Questionnaires
Technological Devices

27. .
. Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS

30. • A narrow conception of the research
• Uneven caliber of researchers
• Poor framing of the problem
• Late and occasionally erroneous findings
• Personality and presentational differences