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Ünite 5: Marketing Information Systems — Veri Tablosu

Comparison of Marketing Information Systems (MKIS) and Marketing Research (MR)

FeatureMarketing Information Systems (MKIS)Marketing Research (MR)
ContinuityContinuous and permanent processAd-hoc, project-based activity
Time OrientationFuture-oriented, ongoing environmental scanningPast and present-oriented for immediate problems
ScopeBroad system that encompasses marketing researchNarrow focus on a specific, unique situation
Data FlowContinuous stream of informationIntermittent, study-specific data collection
PurposeGeneral decision support and planningSolving a particular, concrete problem
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