Marketing Information Systems

Marketing Information System is defined as an assembly of inter-related information subsystems: receiving, processing and disseminating information on a continued basis to help make marketing decision.

Type of Research Primary Research Objectives 
Mystery shoppingTo measure individual employee performance for evaluation , recognition and rewardsTo identify systemic strengths and weaknesses in customer-contact services
Customer panelsTo monitor changing customer expectationsTo provide a forum for customers to suggest and evaluate new service ideas
Lost customer researchTo identify reasons for customer defection
Database marketing researchTo identify the individual requirements of customers using information technology and database information
Future expectations researchTo forecast future expectations of customersTo develop and test new service ideas

 

 
Complaint solicitationTo identify/attend to dissatisfied customersTo identify common service failure points
Critical incident studiesTo identify “best practices” at transaction levelTo identify customers requirements as input for qualitative studiesTo identify common service failure points

To identify systemic strengths and weaknesses in customer-contact services

RequirementsresearchTo identify customer requirements as input for qualitative research
Trailer callsTo obtain immediate feedback on performance of service transactionsTo measure effectiveness of changes in service deliveryTo assess service performance of individuals and teams

To use as input for process improvements

To identify common service failure points

Service expectation meetings and reviewsTo create dialogue with important customersTo identify what individual large customers expect and then to assure that it is deliveredTo close the loop with important customers
Process checkpoint evaluationsTo determine customer perceptions of long term professional services during service provisionTo identify service problems and solve them early in the service relationship
Market –oriented ethnographyTo research customers in natural settingsTo study customers from cultures other than your home country
Avatar
Was this article helpful?
YesNo

Discuss