MIS Marketing Information System

Contents.

•MKTG Research

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”

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

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

•Walkman !

People Need something that’s small enough to hold,

has enough space for many songs

• IPod

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

Read your customer’s mind

And this is the mission of the …

Marketing information

system

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 .

Assessing info. Needs

Getting this info by MKTG research MKTG intelligence Internal Database

Analyzing and using info.

• 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”

Marketing research

“The systemic design, Collection, analysis and reporting of data relevant to a specific marketing situation facing

and organization”

ركزززز

Defining the problem and research

objectives

Developing the research plan For

Collecting infoImplementing the

research plan, Collecting and analyzing data

Interpreting and reporting the

findings

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.

• 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

Exploratory Research

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

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 .

Casual research

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

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

Defining the problem and research

objectives

Developing the research plan For

Collecting infoImplementing the

research plan, Collecting and analyzing data

Interpreting and reporting the

findings

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 .

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

Secondary data

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

Primary data

• Info collected for a specific purpose at hand .

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

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

How to collect Primary data ???

Observation Research

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

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

You can use survey monkey

website to make online surveys

Experimental research

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

Contact method

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

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

Online Marketing research

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

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

Defining the problem and research

objectives

Developing the research plan For

Collecting infoImplementing the

research plan, Collecting and analyzing data

Interpreting and reporting the

findings

Implementing the plan

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

Defining the problem and research

objectives

Developing the research plan For

Collecting infoImplementing the

research plan, Collecting and analyzing data

Interpreting and reporting the

findings

Interpreting and reporting the findings.• Researchers must now interpret the findings, draw

conclusions and report them to management then put it into a report

And now raise your hands

“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 systemC. Marketing Process

“Gathering primary data by observing relevant people, actions and situations”

A. Observational Research B. Experimental ResearchC. Casual Research

“The Hardest step of the marketing research is”

A. Defining the problem and objectives B. Developing a research planC. Implementing the planD. Reporting the findings

“Data that was already collected before”

A.Secondary data B.Primary data

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

SPEEEEEEEEEEEEEEEEEEEEED QUESTION

•Ready ?

The systemic design, Collection, analysis and reporting of data relevant to a specific marketing situation facing

and organization is the definition Of

…………………………………..

Case

Thank You Guys