Marketing information system is closely connected with marketing research. In fact, it is one of the sub-systems included within the scope of MIS. Thus, marketing research is one component of MIS. MR conducts studies on specific marketing problems and reports its findings to marketing management. Such studies are undertaken by qualified persons within the company or by an outside agency. Marketing ‘ research offers information and guidance to marketing managers while dealing with specific marketing problems and difficulties.
Marketing research needs detailed information from different internal sources, which can be used easily and conveniently through the MIS. Problems relating to consumer behavior, product or brand preferences, advertising awareness, sales promotion, etc. can be studied with the help of information available through MIS. In brief, MIS provides data required for different marketing research projects.
The basic objectives of MIS and MR are identical. Both offer information to marketing executives and enable them to take quick and correct marketing decisions. Both are interrelated. Large-scale manufacturing/marketing companies maintain up-to-date MIS and also maintain independent marketing research department. In addition, both supply ready reference regarding marketing activities and facilitate correct decision-making in the marketing field.
MR and MIS are closely related functions. The basic purpose of both is to collect relevant information in order to facilitate marketing ^decisions quickly and correctly. Both these functions offer guidance to marketing managers in the conduct of their marketing activities. However, MR generates information but MIS concentrates on the storage and flow of information to marketing managers for decision-making. Both the functions are interrelated as both the functions aim at making marketing decisions more effective.In this sense, it is said that MIS is a computer-based extension of MR.
MR is one vital component of MIS. It provides properly processed information on a specific marketing problem and guides the marketing manager in finalizing plan to deal with such problem. The information supplied by the MIS is of a general nature and needs to be analyzed properly for drawing conclusions and for using the information for taking decisions regarding marketing activities. This purpose is achieved through MR. Similarly, both functions are treated as important functions for promoting sales, for promoting consumer satisfaction and finally for effective planning and decision-making in the field of marketing.Thus MIS and MR are closely interrelated and complementary concepts. MR is some sort of marketing information system without any responsibility of decision-making.
MR and MIS are supporting functions as both deal with the management of information. In addition, they offer guidance to marketing managers in the conduct of their marketing activities. Along with this, there are some basic points, which indicate the difference between MR and MIS. For example, the job of MIS is to supply marketing information whereas MR is concerned with problem analysis. MR uses marketing information but its purpose is problem solving through appropriate marketing decisions.
3 Comments