INTERNATIONAL JOURNAL OF INTERDISCIPLINARITY IN THEORY AND PRACTICE ITPB - NR.: 5, YAR: 2014 – (ISSN 2344 - 2409)
SOURCES OF MARKETING INFORMATION SYSTEM Naqibullah Daneshjo 1 – Michal Kravec 2 Abstract: In practice, an application of marketing research can differ in ways when it may involve a plethora of incremental research and thus approaches. Distribution of data searching secondary and primary can be considered for basic sorting. Primary data should be collected in a field, are current and relevant. Secondary data is known data, which often also have been used where appropriate for other purposes and are usually available in statistical offices, archives, and similar organizations. They are often outdated and less relevant. Their informative value is not guaranteed, yet they are used in research. K e y w o r d s: MIS, Marketing intelligence, Marketing Research
1 INTRODUCTION situation in a market, customer behavior and of potential risks. It is specification, collection, subsequent analysis and submission of data to enable:
Sources of marketing information system are internal company data. These are data that is generated and stored within the company, for example data from accounting, sales, activities of sales personnel, supplies, financial liabilities and solvency customers. They provide marketers data on revenues and costs, which are used to assess profitability of individual products. This cycle is the heart of the internal information system. Sales representatives, dealers and customers send firm orders. Department of orders makes an invoice and its send copy to expedition. Items that are not in stock, must be backordered. Goods is sent by shipping and billing documents.
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Understand a particular market.
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Identify risks and problems related to the segment and to identify potential opportunities.
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Formulate trends of marketing activities and evaluate results.
2 RESOURCES FOR MARKETING INFORMATION SYSTEM (MIS)
a. Information inside the company: information is drawn in a form of financial results, customer data, distribution, competition and other specific and additional data. A source of this data tend to be company records, accounting records, management staff, all available information, which is fairly readily available, their disadvantage, however, is questionable timeliness and relevance. It can be obtained faster and cheaper than from other sources.
We look for information both inside the company, both in the outer stakeholders. Internal records provide information on sales, costs, inventories, production timetable, the reactions of intermediaries, etc.. It can be obtained from statistical and accounting records. Information from internal sources can normally get faster and cheaper than information from other sources, but also not without problems. It may be incomplete or unsuitable for marketing decision-making. Many areas of large companies produce large quantities of information to keep track of all is too difficult. MIS must collect, organize, process and sort the amount of information so that managers can easily find them and quickly get them. Marketing intelligence represents everyday information about developments in the marketing environment that help managers prepare and adjust marketing plans. Marketing news can be gathered from multiple sources. Many of them are obtained from company's own employees - executives, managers, engineers, scientists, buyers and sales staff. A company must also obtain suppliers, intermediaries and customers for providing valuable reports. Information on competitors can be obtained from annual reports, speeches, press releases, advertising, literature and sales promotions. Intelligence can also be bought from
b. Marketing intelligence: It is a valuable source of information obtained from various sources, usually from external channels which might be specialized agencies acquiring large volumes of data for different purposes. An overview of the competition, monitor production volume, price movements, sales methods, methods of promotion can be obtained using them. Such information may also be obtained from websites of electronic media database systems. c. Marketing Research: The highest and most effective form of obtaining necessary information specifies the information necessary for the specification of marketing problems. Marketing research consists of obtaining objective facts of
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external suppliers. External sources of marketing information. Amount of current knowledge of the world is now stored in databases that are publicly available, on a commercial basis. Databases are accessible example through dialog information services. The essential point is that the data (information) collected in a data base is available 24 hours a day on so-called host computers. Connection with these builds user computers for their work via terminal, personal computers and telecommunications. They provide even greater comfort databases stored on compact discs (CD-ROM). Managers can not always wait for information which gradually come from marketing intelligence system. Marketing research gathers information that businesses need to know to most effectively regulate its activity in the market and that not obtained from other parts of its information system. This includes information about: •
Consumers.
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Products.
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Competition.
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Suppliers.
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Own production possibilities.
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Technological development.
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External conditions of consumption.
underlying data. Most often they operate near the business services market research and specialized research institutions. Own self-service marketing research processes studies for which it is equipped with the personnel and qualifications, formulates tasks of marketing researches, selects an appropriate external contractor and it keeps in touch with them continuously. When marketing research is executed, it is appropriate to follow a project, which includes: • • • • • •
Formulation of the problem and research objectives. Processing of the research agenda. Sampling. Data collection. Data processing. Research report processing (outcomes that a research team concluded, description of used methods, financial quantification, etc.).
3 INFORMATION IN MARKETING They are mainly information leading to rational management of production in relation to the quick satisfaction to market demands. Without comprehensive, high quality and within the required time information provided, we cannot speak of production producing what a consumer requests. This is not just about market survey information, but information about the complex nature of economic and information needed to manage and streamline work. A basic division of data sources is shown in the following diagram:
Each marketer needs research. Marketing research can be executed by a firm internally or externally. Research agencies normally have a considerably wider and more detailed records of
Primary sources
Sources of data
Own research in marketing
Secondary sources
External
General statistics
Internal
Periodicals, newspapers, books
Data about marketing inputs
Annual reports of enterprises
Data about outcomes of marketing
Standardized data sources
Customer relations
Fig. 1 Basic division of data sources
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We usually work with two data sources: primary and secondary in marketing research projects. A basic difference between them is based on a purpose for which information was collected. Primary data is collected data from original sources for the study. This type of data is important if exhaustive analysis of secondary data does not provide satisfactory information regarding marketing decisions to be taken. It is a time consuming process in order to obtain it cost of collection can be high. Secondary data is a result of investigations untargeted research on the problem. Being secondary is given by re-use. It is very important to examine them in detail and verify their reliability. Secondary data is available in a company (internal) or outside an company (external). Secondary data sources are further divided into internal (internal) and external (external).
management marketing information and results of marketing studies.
REFERENCES [1] SCHNIEDERJANS, D.G.: Outsourcing management information systems. IGI: Idea Group Inc., 2007. 383s. ISBN: 1599041960. [2] LEE, S. – KIM, K.J. – Factors affecting the implementation success of Internet-based information systems. In: Computers in Human Behavior, 23/4, 07/2007. Amsterdam: Elsevier Science Publishers s.1853-1880. ISSN: 07475632 [3] TIWANA A. 2000. The knowledge management toolkit : practical techniques for building a knowledge management system. New Jersey : Prentice Hall, 2000. ISBN 0-13-012853-8.
Internal information of corporate entity: quality of information related to quality of management system and methodology for undertaking their creation should be known. Currently medium-sized and large firms´ concentration dominates into an electronic information system, which speeds up work with them. These include sales data in greater detail by products, customers, territory, further information of a financial nature, data on corporate logistics and others.
[4] PARK, H. – RIBIÉRE, V. – SCHULTE, W. D. 2004. Critical attributes of organizational culture that promote knowledge management technology implementation success. In Journal of Knowledge Management [online]. 2004, vol.8, n.3, s.106-117. [cit.2012-11-05]
. ISSN 1367-3270.
External information of corporate entity: This information is collected organizations for different purposes, thus are very diverse. These include: •
Standard statistical reports.
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Research agency.
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Database.
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Other sources.
AUTHORS ADDRESSES 1
E-mail: [email protected] 2
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Doc. Ing. Nagibulah Daneshjo, PhD. Department of Commercial Business University of Economics in Bratislava Faculty of Business Economy with seat in Košice Tajovského 13, 041 30 Košice
CONCLUSION
Standard statistical reports are an outcome of methodological and implementation work of Slovak Statistical Office and ministries. Important place is a family budget survey, which provides valuable information for marketing research. Information is collected under an assumption of initial use in marketing projects in the agency's research. The best known are panels. These are samples of providers that the agency is provided certain information repeatedly. Database information is related to use of computer technology and computer information processing. Other sources include corporate annual reports, research reports, literature, legislation, technical standards and others. Sharp increase in information requirements is currently sufficiently supplied with new, high efficiency, information technology. Although only a relatively few companies have built a modern marketing information systems that provide complete
Ing. Michal Kravec, PhD. University of Economics in Bratislava Faculty of Business Economy with seat in Košice Tajovského 13, 041 30 Košice E-mail: [email protected]
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