Marketing Research and Information Systems PDF
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This document provides an overview of marketing research and information systems. It explains what marketing research is, its importance, and different types. It also describes marketing information systems (MIS) and the components of such a system, as well as the steps in a marketing research process. Ethical considerations in conducting research are highlighted.
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MARKETING RESEARCH AND INFORMATION SYSTEMS Reporters : Ms. Jennifer Orense Mr. Caloy Mojares Mr. Dan Primo Ms. Angel Sanchez What is Marketing Research? Marketing research is like a detective investigating the market. It helps businesses unders...
MARKETING RESEARCH AND INFORMATION SYSTEMS Reporters : Ms. Jennifer Orense Mr. Caloy Mojares Mr. Dan Primo Ms. Angel Sanchez What is Marketing Research? Marketing research is like a detective investigating the market. It helps businesses understand their customers, competitors, and the overall market environment. Why is it important? It helps businesses make informed decisions about: 1. Products: What to sell, how to design them, and what features to include. 2. Pricing: How much to charge for products and services. 3. Promotion: How to reach and persuade customers. 4. Distribution: Where to sell products and how to get them to customers. Types of Marketing Research Exploratory Research- Exploring new ideas and understanding a problem better. Descriptive Research- Describing the characteristics of a market or a group of consumers. Causal Research- Testing cause-and-effect relationships. Marketing Information Systems (MIS) An MIS is like a central hub for all marketing information. It collects, stores, analyzes, and distributes data to help businesses make decisions Components of an MIS: Internal Data: Sales records, customer databases, etc. - Marketing Intelligence: Information gathered from competitors, industry trends, etc. - Marketing Research: Data collected through surveys, focus groups, etc. - Marketing Analytics: Tools and techniques used to analyze data and gain insights. The Marketing Research Process: Step 1: Define the Problem: Clearly state what needs to be investigated. Step 2: Develop a Research Plan: Decide on the research methods, data collection techniques, and budget. Step 3: Collect Data: Gather information through surveys, interviews, experiments, etc. Step 4: Analyze Data: Organize and interpret the collected data. Ethical Considerations in Marketing Research Privacy: Protect the privacy of research participants. Honesty: Be truthful and transparent in data collection and analysis. Confidentiality: Keep information confidential and only use it for the intended purpose Conclusion 1. Marketing research and information systems are essential tools for successful marketing. - By understanding the market and using data- driven insights, businesses can make better decisions and achieve their marketing goals. THANK YOU
