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 shopping | To measure individual employee performance for evaluation , recognition and rewardsTo identify systemic strengths and weaknesses in customer-contact services |
| Customer panels | To monitor changing customer expectationsTo provide a forum for customers to suggest and evaluate new service ideas |
| Lost customer research | To identify reasons for customer defection |
| Database marketing research | To identify the individual requirements of customers using information technology and database information |
| Future expectations research | To forecast future expectations of customersTo develop and test new service ideas |
| Complaint solicitation | To identify/attend to dissatisfied customersTo identify common service failure points |
| Critical incident studies | To 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 |
| Requirementsresearch | To identify customer requirements as input for qualitative research |
| Trailer calls | To 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 reviews | To 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 evaluations | To determine customer perceptions of long term professional services during service provisionTo identify service problems and solve them early in the service relationship |
| Market –oriented ethnography | To research customers in natural settingsTo study customers from cultures other than your home country |
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