09/12/2019 Using Marketing Information Systems (MIS)

MARKET RESEARCH COMPETITIVE ANALYSIS

Using Marketing Information Systems (MIS)

BY GIGI DEVAULT Updated January 06, 2019

A few rounds of market research can produce tons of information that must be managed in a
way that ensures it has value to decision makers. The use of a Marketing Information System
(MIS) is one approach for dealing with the volumes of market research data created for clients
or even to support the use of research data by a small business owner. 

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A Marketing Information System consists of three components: 

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1. The computer hardware and software needed to analyze data and generate reports

2. An output system for marketing and advertising decision makers

3. Four types of data that can be analyzed by the MIS

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Functions of a Marketing Information System Perform

A Marketing Information System or MIS is a highly desirable tool for market researcher
professionals since it o ers a comprehensive suite of functions. An MIS can be used to
identify the type of information that marketing and advertising decision makers need, which
is a very significant function. The more common functions of an MIS include the capacity to
collect data and then sort it for future access. An MIS stores the information that it collects
and can be used to analyze the data it collects, as well. Finally, an MIS can be used to
distribute relevant data to managers who will use it for product or service promotion. And
since the use of an MIS is under the direction of a market researcher, the information will be
disseminated to clients in a timely manner. 

What Types of Data Can a Marketing Information System Utilize?

Since an MIS is designed to be a multifunctional system, it can handle several types of data.
Several sources provide the MIS with data, and these can be classified as follows:
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• Acquired databases

• Internal company data

• Marketing intelligence

• Marketing research

The MIS can be set to generate a report series for di erent categories of decision makers. 

Frito-Lay's MIS produces daily sales data reports according to region and product line. The
decision makers at Frito-Lay use the reports to assess the current market share of
products, both across product lines and compared to the competitors in the snack foods
space in each region where Frito-Lay does business.

Needs Met by a Marketing Information System

• Acquired databases: A truly enormous amount of information is available in the form of

databases, and a surprising body of data can be accessed without cost to
companies. Government databases, for instance, contain economic and demographic
information on individuals, groups, and companies. 

• Internal company data: Data from sales and marketing activities are sent to the MIS,
and the articulation across the databases enables the production of reports. Also,
integration of the MIS with the company intranet platform can enable access to
di erent business units, departmental databases, and even employees. An intranet is
an internal corporate communications network. 

• Marketing intelligence: All of the relevant information about the target market
environment can be accessed through smart intelligence activities that monitor
competitors' websites, industry trade publications, and marketplace observations by
people in the trenches. Other avenues for market intelligence include trade shows,
talking with customers and prospective customers, conversing with distributors as
they go about their business, and engaging in activities such as hiring mystery
shoppers and purchasing and testing competitors products.

• Marketing research: The marketing research and data integrated into the MIS includes
information from syndicated research reports and custom research reports, which may
be derived from secondary research or new primary research. The more specific and
unique the market research data is about the business environment, competitors, and
customers, generally the more value it has to the company.

Sources
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Solomon, M.R., Marshall, G. W., Stuart, E. W., Smith, J. B. Charlebois, S., & Shah,
B. (2013). Marketing: Real people, real choices (4th Canadian ed.). Pearson Canada Inc.

ADVERTISING COMPETITIVE ANALYSIS

When Is Market Research Really Di erences Between Primary and

Marketing Research? Secondary Market Research

TECHNIQUES ADVERTISING

Gathering Competitive Intelligence Revolutionary Technology-Based

Trends in Market Research

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FOCUS GROUPS COMPETITIVE ANALYSIS

Tame Your Focus Groups and Get Learn About Syndicated Market
Useful Insights Research and If It's Worth the Money

ACCOUNTING BASICS USING METRICS

A Beginner's Guide to Accounting Choose the Best Method for Dealing

Information Systems for Business With Your Data

GETTING STARTED STRATEGY & PLANNING

What to Think About for an Export Why Marketing Research and Market
Marketing Plan Research Is Important

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USING METRICS PROVIDING SERVICES

Tips for Preparing Data for Analysis Building A Cloud Real Estate
and Triangulation Brokerage

TECHNIQUES BUSINESS PLANS

Here Are the Advantages and How to Write the Market Analysis
Disadvantages of Quantitative Section of a Business Plan
Research

GLOSSARY

Find out Which Marketing Career

Best Fits Your Personality

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