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Gathering Information and Measuring Market Demand

Marketing information systems gather data through internal records, market intelligence, and research to inform decisions. They consist of people, equipment, and processes for collecting, analyzing, and distributing timely and accurate data. Common data collection methods include questionnaires with closed-ended questions like rating scales or open-ended questions requiring text responses. The information is organized into databases that can be mined for insights to guide marketing strategies.

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Erienne Ibanez
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87 views

Gathering Information and Measuring Market Demand

Marketing information systems gather data through internal records, market intelligence, and research to inform decisions. They consist of people, equipment, and processes for collecting, analyzing, and distributing timely and accurate data. Common data collection methods include questionnaires with closed-ended questions like rating scales or open-ended questions requiring text responses. The information is organized into databases that can be mined for insights to guide marketing strategies.

Uploaded by

Erienne Ibanez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Gathering Information and Measuring Market • Analyze the information

Demand
• Present the findings
Marketing is becoming a battle based more on
information than on sales power.”-Kotler • Make the decision

The Components of a Modern Marketing Questionnaire


Information System
- Consists of a set of questions presented to
A Marketing Information System (MIS) consists of respondents.
people, equipment, and procedures to gather, sort,
CLOSE –END QUESTIONS
analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers. Dichotomous -a question with two possible
answers.
Internal Records System (IRS)
Multiple Choice -a question with three or more
Marketing managers rely on internal reports on
answers.
orders, sales, prices, costs, inventory levels,
receivables, payables, and so on. Likert Scale -a statement with which the
respondent shows the amount of
 The Order-To-Payment Cycle
agreement/disagreement
 The sales department-invoices
/transmits copies to various Semantic Differential –A scale connecting two
departments. bipolar words. The respondent selects the point that
 Out-of-stock items-back ordered. represents his or her opinion.
 Shipped items-accompanied by
shipping and billing documents/sent to Importance Scale-A scale that rates the importance
various departments. of some attribute.
 Sales Information System
Rating scale -a scale that rates the some
 Marketing managers-timely and
attribute from “poor” to “excellent”.
accurate reports on current sales.
 Companies-interpret sales data Intention to buy scale - a scale that describes the
respondent’s intention to buy
databases, data warehouses, and data-mining
OPEN –END QUESTIONS
Companies organize their information in databases
Completely unstructured - respondents can answer
*customer databases, product databases,
in an almost unlimited number of ways
sales person databases, etc.
Word Association -Words are presented one
…and then combine data from different databases.
at a time, and respondents mention the first word
data ---easily accessible to decision-makers. that comes to mind.

“mine” the data and garner fresh insights. Sentence completion- incomplete sentence;
respondents complete the sentence.
Marketing Intelligence System
Story completion- incomplete story is presented ;
It is a set of procedures and sources used by respondents complete it.
managers to obtain everyday information about
developments in marketing environment. Picture - two character is presented with one
making a statement .
Marketing Research System
Thematic Apperception Test- respondents are asked
Marketing research is the systematic design, to make up a story about they think is happening in
collection, analysis, and reporting of data findings the picture.
relevant to a specific marketing situation facing the
company. MAIL QUESTIONNAIRE

The Marketing Research Process Best way to reach people who would not give
personal interviews
• Define the problem and research objectives

• Develop the research plan

• Collect the information

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