Difference between Marketing Information System & Marketing Research
Following are the Difference between Marketing Information System & Marketing Research
| Marketing Information System (MIS) | Marketing Research (MR) |
| 1. Meaning MIS is a structure of people, equipment, and procedures to gather, sort, analyse and transmit. | MR is systematically collecting and analysing data to solve specific marketing problems. |
| 2. Components The components of MIS include: Internal records, marketing research, marketing intelligence, and MDSS | The elements of MR include: Consumer research, dealer research, product research, pricing research, place research, promotion research etc. |
| 3. Cost Factor MIS involves huge costs, as it involves maintaining lot of data base and marketing decision support system. | MR need less data as compared to marketing information system (MIS) as it tries to solve specific problem. |
| 4. Purpose MIS provides relevant information to make proactive and reactive decisions. | The basic purpose is to solve current marketing problems. |
| 5. Quality of data MIS need huge mounds of data. The data is collected, analysed and stored for future needs. | MR need less data as compare to marketing information system (MIS) as it tries to solve specific problem. |
| 6 Reports MIS provides four types of reports such as periodic reports, plan reports, demand reports and triggered reports. | In marketing research, the decisions to solve specific marketing problem is based on one specific report. |
| 7. Specific MIS is more general in nature. It can solve a wide range of problems. | MR is more specific in nature, as it is conducted to solve a specific problems. |
| 8. time factor MIS is a continuous activity. There is no definite time period to collect the data. | MR is a one time activity to solve a specific problem. There is defnite time limit to collect data. |
| 9. Past MIS is future oriented as it makes a firm to be proactive to solve problems that may arise in future. | MR is past and present oriented as it attempts to solve the problems that have already taken place or are taking place in current situation. |
| 10. Number of problems MIS collects and stores data that can solve a variety. | MR relates to one specific problem at a time. |
| 11. Frequency of Data collection MIS data is collected regularly. | MR is conducted as and when a specific problem arises. |
| 12. Nature of firms MIS is maintained by large firms, as it involves huge expenditure. | MR can be conducted by any firm large and small. |
