MARKETING INFORMATION SYSTEM AND RESEARCH MARKETING

MARKETING INFORMATION SYSTEM

Is a structure that continues and interrelated than men, equipment and procedures to collect, select, analyze, evaluate, and distribute the information needed, timely and accurate information for marketing decision makers.

Assessing Information Needs
A good marketing system will always develop between wantid information held by managers with what they need and what should be a decent offer.

Developing Information.
Information needed by the marketing menajer be presented from internal data, intelligence and marketing research. The system analyzes the information and then process that information intuk make it more useful for managers.
a. Internal Data
Is a collection of computerized information obtained from data sources within the company.

b. Marketing Intelligence
Daily information about the development of the marketing environment that helps managers prepare and adjust their marketing plans.
c. Marketing Research
Design, correction, analysis, collection, and systematic data reporting in accordance with the marketing situation facing an organization.

d. Information Analysis
Data already collected by the company's marketing intelligence and marketing research systems often require further analysis and managers often need more help in using the information to their marketing problems and decisions.
e. Distribute Information
Information collected by the marketing intelligence and marketing research should be distributed to the right marketing manager at the right time.


MARKETING RESEARCH PROCESS
Marketing research process has four (4) steps:
1. Define the problem and research objectives.
a. Eksploratoris research, marketing research to gather preliminary information that will help define the problem and offer a hypothesis.
b. Descriptive research, marketing research that aims to better describe the problem, the marketing situation, would the market, such as market potential of a product or their demographics and consumer behavior.
c. Causal research, marketing research to test the hypothesis of a causal hubunhan.

2. Develop a research plan to gather information.
a. Determine the specific information needs.
b. Gather secondary information.
c. Planning primary data collection.
- Research observation, primary data collection dedngan observing people, actions and situations that are relevant.
- Survey Research, data collection activities by asking questions to people about the knowledge, attitudes, preferences and their buying behavior.
- Focus group interviews, personal interviews involving six to ten people for a few hours to talk about products, services or organization.
- Presenting research planning, at this stage of planning marketing researcher should summarize in a written proposal.

3. Implement the research plan.
This process includes pemgumpulan, processing and analyzing information. Data collection can be conducted by marketing research staff or other companies.

4. Implement and report findings.
Researchers then implement the findings, draw conclusions and report them to management.


CONSIDERATION OF OTHER MARKETING RESEARCH

1. Marketing research on Small Business and Nonprofit Organizations.
2. International Marketing Research.
3. Public policy and ethics and Marketing Research.
a. Disruption of Consumer Privacy.
b. Misuse of research results.