Chapter 4

Table of Contents

Chapter 4

What is a Marketing Information System (MIS)?

The Marketing Information System (Fig. 4.1)

Functions of a MIS: Assessing Information Needs

Functions of a MIS: Developing Information

Functions of a MIS:Distributing Information

Discussion Connections

The Marketing Research Process (Fig. 4.2)

Marketing Research ProcessStep 1. Defining the Problem & Research Objectives

Marketing Research ProcessStep 2. Develop the Research Plan

Develop the Research PlanGathering Secondary Information

Develop the Research Plan Planning Primary Data Collection

Develop the Research Plan Planning Primary Data Collection

Develop the Research Plan Planning Primary Data Collection

Develop the Research Plan Planning Primary Data Collection

Develop the Research Plan Presenting the Research Plan

Marketing Research ProcessStep 3. Implementing the Research Plan

Marketing Research ProcessStep 4. Interpreting and ReportingFindings

Other Marketing Research Considerations

Review of Concept Connections

Email: lflynn@cob.fsu.edu

Home Page: http://garnet.ans.fsu.edu/~lflynn/3503.htm

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