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Marketing information system
Chapter 7

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Marketing information system
* A marketing information system (MIS) is an information system that is commonly used by marketing
management to analyse and view information pertaining to marketing activities.
*
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Marketing information system consists of:
* Internal processes system
* Marketing intelligence system – monitoring
* Marketing research system
•
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Competitive intelligence
* Competitive intelligence (CI)
*
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Types of marketing research:
•Marketing research, as a sub-set aspect of marketing activities, can be divided into the following
parts:
* Primary research (also known as field research), which involves the conduction and compilation of
research for the purpose it was intended.
* Secondary research (also referred to as desk research), is initially conducted for one purpose,
but often used to support another purpose or end goal.
•
•Primary data – secondary data
•Harddata – softdata.
*
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Quantitative marketing research
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Qualitative marketing research
information is obtained from a relatively small group of respondents and not analyzed with
statistics
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