Marketing Information System (mis)
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Marketing information system (MIS) consists of people and procedures for assessing informational needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights. The steps are:
1)Assessing the information needs
2)Developing needed information from internal company databases, marketing intelligence activities & marketing research
3)Analyzing and using information to develop customer insights, make marketing decisions and manage customer relationships
MIS provides information to the companys marketing and other managers and external partners such as suppliers, resellers, & marketing service agencies. Companies need information to produce superior customer value and satisfaction as inaccurate and untimely information will lead to poor marketing programs.
Characteristics of a good MIS balances the information users would like to have against what they need and what is feasible to offer
MIS primarily serves the companys marketing and other managers.
MIS may also provide information to external partners such as suppliers, resellers or marketing services agencies.
MIS must monitor the marketing environment in order to provide decision makers with information they should have in order to better understand customers and make key marketing decisions.
Developing the Research Plan
Research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather new data.
Research plan is a written proposal that includes:
Management problems addressed
Research objectives