Marketing Information System & Marketing Research

Question 1

What is a marketing Information system ?

Answer 1

A key element to the strategic planning
- it’s a tool that helps companies gather and analyse information about their customers, competitors and market trends.
- helps companies make informed decisions about their mix marketing strategic and products

Question 2

What does the MIS includes ?

Answer 2

It includes :
- a collection of procedures that are designed to generate a systematic collection, analysis, interpretation, storage and dissemination of the market decisions and information

Question 3

What is the MIS structure ?

Answer 3

Permit to filter data according to rigorous rules to generate accurate information, useful and on time

Question 4

What are the 5 components of a Marketing Information System ?

Answer 4

1- People,
2- Business processes
3- Data
4- Hardware
5- Software

Question 5

What is the MIS evolution ?

Answer 5

Originally : marketing research was a link >< the company and its market by information
Today : Marketing research is combined to other company’s systems : production, sales, HR, finance in order to strenghten the value chain

Question 6

What is the MIS in action ?

Answer 6

Availbility of appropriate environmental information and use of it at the most appropriate time

Question 7

What is the information system of an MIS ?

Answer 7

Slide 6 Class 3

Question 8

What are the 3 key elements to consider ?

Answer 8

1- Macroenvironment
2- Kind of information to collect
3- Decision critera’s

Question 9

What is marketing inforamtion system in practice ?

Answer 9

Elements to monitor PESTEL :
demograpic, sociocultural, economic, natural, scientific and politics factors linked to customer’s behavior, decision maker (B2B, B2C or B2I markets)
- Insights and rumors
- Strategic marketing planning

Question 10

What are the 3 under system that the MIS consider ?

Answer 10

1- Internal accounting system
2- Marketing Intelligence System
3- Marketing research system

Question 11

What is Internal accounting system ?

Answer 11

transactional data such as orders, sales, stocks, account receivable

Question 12

What is Marketing Intelligence System ?

Answer 12

Accounting system data linked to external data from macroenvironment

Question 13

What is Marketing research system ?

Answer 13

Observations and insights about the external environment

Question 14

What is Marketing research (MR) ?

Answer 14

A strategic complement to the MIS
- helps managers and companies understand the commercial results of their mix marketing
- understanding consumer and decision maker behavior and decision process

Question 15

What are the answers that Marketing research bring to these fundamental questions ?

Answer 15

• Why dont we get the expected results according to our mkg strategic plan, mix marketing (5P)
• Is there a potential market for this new product / service ?
• What would be the price ?
• By which distribution channel do you have to use to go to market ?
• What information do we have to communicate ?

Question 16

Marketing R and scientific method ?

Answer 16

Creativity and subjectivity when it is time to formulate assumptions
Scientific aspects when it is time to do marketing research

Question 17

What are the 7 criteria for scientific validation ?

Answer 17

Objectivity : true to realitu
Irrefutability : methodology and control
Rigor and precision : validating the measuremetn taken
Communicability : complete and ccurate presentation for reproduction
Analytical character : validating the measurements taken
Critical attitude : demonstrate critical thinking
Structured character : defined, measurable and linked methods

Question 18

What are the 3 survey approaches ?

Answer 18

1- Exploratory research
2- Descriptive research
4 Causal research

Question 19

What is an exploratory research survey ?

Answer 19

Literature search and qualitative research

Question 20

What is an Descriptive research survey ?

Answer 20

quantitive research (exact assumption)
data research to explain the phenomenon (complete and accurate description at the exact moment)
case report and sample survey

Question 21

What is an Causal research survey ?

Answer 21

most complex of the 3 approaches
search for cause of effects relationship >< 2 components of the mix marketing
by experimentation : market survey or laboratory test

Question 22

Today companies dispose of what to collect data and information on their customers and archive them in a data base ?

Answer 22

internal and external marketing information system

Question 23

Information on ?

Answer 23

sociodemographic profile
behavior information
customer relationship history

Question 24

What is the company commercial memory ?

Answer 24

Business intelligence
Data mining

Question 25

What is Business intelligence ?

Answer 25

technology-driven process for analyzing data and delivering actionable actions

Question 26

What is Data mining ? (IA)

Answer 26

process of sorting through large data set to identify patterns and relationship that can help solve business problems through data analysis

Question 27

What are the types of error of MR ?

Answer 27

systematic error (bias)
Random error (not bias)

Question 28

What is the most efficient approach to eliminate errors ?

Answer 28

to adopt a rigorous method in mkg research