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Marketing Information System Mis
Steve Pavis
Finding Good Marketing Information
Good marketing information
is essential in making a success out of a business venture.
There are a lot of sources of marketing information. The marketing information you use may come
from trend data and general statistics for your type of product or service.
The general source of good and accurate marketing information, however, is your clients.
Product Assessment
Marketing information may vary from
product specifications such as outlet location product need
and a multitude of other aspects. This information is very important especially if you’re
just starting your business. Certain information will be needed on certain situations.
For example, if you are planning to introduce a product in the market for the first time,
it is essential that you have marketing information that will reveal where you will be able to
make the product sell. It is also important to have information on which you can base your
marketing campaign. How would you make people feel a need for you product
if you don’t have a basis for your marketing thrust?
Survey the Source of Sales
Different marketing information
needed varies across different situations.
However, your best source of information is your target market. How would you know what your
target clients are thinking? The answer is to simply ask them through straightforward surveys.
Analyse your product properly and formulate questions that would help you answer your marketing issues.
After you have your pertinent questions ready, select a sample from your market base and
conduct the survey.
Survey Methods
There are a lot of ways for you to conduct your surveys. You can do an online survey,
phone survey or paper survey. Just make sure that your chosen method is efficient and
cost-effective. Remember that the cost of conducting this marketing information gathering
campaign will be an added overhead cost. An online survey is sometimes the best option for doing this.
It is important that you get enough responses to formulate an analysis.
At this point, you have to motivate people to participate in your survey.
People don’t usually have the time to answer surveys. It is best if you give your survey respondents
an incentive or reward for answering your survey. Survey participation rewards may come in
different forms. An example of a good reward is a free sample of your product or a discount
stub for future services. Maybe you can give them information that they could use in return.
Processing Marketing Information
Once you have collected enough answers, all you need to do is process the information.
Processing the information takes a lot of effort as well as brain power. Be sure to be
very open-minded when processing your data. You must check whether the results of your
survey are sufficient for a firm conclusion. Do not rely on a passing percentile to decide
upon a certain issue. Try to base conclusions on a high occurrence rate rather than on a passing mark.
It is also advisable to do a resurvey if you think that the information you have gathered is
invalid or insufficient for reaching an accurate conclusion. Multiple trials will likely
eliminate more errors from your final result.
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