INSTITUTE OF INNOVATION IN TECHNOLOGY & MANAGEMENT

PRESENTATION ON MARKETING RESEARCH VS MARKETING INFORMATION SYSTEM

SUBMITTED TO; Mr. Sukhvinder Assistant Professor

SUBMITTED BY; M. GEORGE ABRAHAM BBA-III (E1) Enrollment. No. 05924401710

MARKETING RESEARCH Vs MARKETING INFORMATION SYSTEM

INTRODUCTION
Marketing Research has been evolved from the 2 terms: Marketing and Research. Marketing is the task of creating, promoting and delivering goods and services to the consumers and businesses. The word Research, on the other hand, is derived from the French word Recherch which means to search closely whereas the word cherche means to search and its literal meaning is to investigate thoroughly. Early graphic models of MKIS (Marketing Information System also known as MIS) had helped in providing a basis for organizing all functional information systems. The model structure consists of input subsystems that gather data and information from inside the firm and from its environment; a database where the data is kept; and output subsystems that transform the data into information. Managers in large firms changed their preferences for marketing during the 1980s and today MKIS provides more balanced decision support than earlier versions.

MARKETING RESEARCH
A systematic process of gathering, recording and analyzing data about problems relating to marketing of goods and services under essentially non-recurring conditions. It is not directly concerned with the fundamental problems in marketing but with those of immediate short-term concern. A branch of marketing intelligence that conducts specific enquiries into problems in order to guide decisions and is mainly concerned with applied research. Acc. to AMA,A function which links the consumer, customer and public to the marketer through information and is used to identify and define marketing opportunities and problems, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process.

MARKETING INFORMATION SYSTEM (MKIS)

A formalized procedure for generating, analyzing, storing and distributing information to market decision-makers on a continuous basis. A computer-based system intended for use by particular marketing personnel at any functional level for the purpose of solving marketing problems. It is designed for specific research problems to support individual marketing problems. It provides information to facilitate a specific decision and is designed to focus on narrow problems such as facilitating the design of sales territories, evaluating outcomes of new product or brand launches, or specific target markets for marketing actions.

EVOLUTION OF MKIS CONCEPT

In 1966, Prof. Philip Kotler of northwestern University used the terms marketing nerve centre to describe a new unit within marketing to gather and process marketing information. Acc. to him, there are 3 types of marketing information which are mentioned below:a. Marketing intelligence. Information that flows into the firm from the environment. b. Internal marketing information. Information which is gathered within the firm. c. Marketing communication. Information that flows from the firm outward to the environment. Acc. to Kotler, this system involved complex marketing decisions such as dropping a price, revising sales territories, or increasing the advertising expenditure level which can be pre-evaluated and post-evaluated through the scientific analysis of available data.

Marketing intelligence Firm Marketing communications Environment

Internal Marketing Information

Kotlers Information Flows

DIFFERENCE BETWEEN MARKETING RESEARCH AND MKIS

MARKETING RESEARCH MARKETING INFORMATION SYSTEM 1. MR is concerned with solving problems only. 1. MKIS is concerned with preventing complaints and solving problems. 2. MR operates on a specific problem. 3. MR focuses on past information. 3. MKIS tends to be futureoriented. 4. Its emphasis is on handling the external data. 5. It need not be computer-based. 4. It handles both internal as well as external data. 5. It needs to be computer-based. For example, Information resource planning system. 2. MKIS is a continuous process.