Market research

Marketing Information System

An information gathering process for a specific purpose.

Characterised by in-depth analysis

Provides a continuous data input.

Information collected on a regular and continuous basis regarding marketing data, as a basis for decision making.

Classification of information: Information must be classified and stored in an accessible manner.

  • Classification
  • Storage of data
  • Retrieval
  • System of feedback (so can adjust source)
  • e.g. Regular reports of - product sales
    • Market orientation
    • Stock levels
    • Record of sales force activity

Relies on speed of processing so can make quick decisions, rather than the methodology. Often sources of information are outside the organisation hence use of a market research agency.

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