It is essential to clarify the difference between Marketing Information System (MIS) and Marketing Research.
Marketing Information System: It consist of people equipment and procedure to gather, sort, analyze, evaluate and distribute needed timely and accurate information for decision makers.
Marketing Research: It is systematic process of collecting and analyzing of data to solve marketing problems.
Marketing Information System: The aim of MIS if to provide the required information for effective decision making.
Marketing Research: The purpose is to solve specific marketing problem.
Marketing Information System: MIS has wider scope than marketing research as the information collected if used not only for problem solving but also for prevention of problem.
Marketing Research: Marketing research has a narrow scope than MIS as marketing research is a part of MIS and is used to solve the problem.
4. Specific / General
Marketing Information System: MIS is general in nature as it is useful to solve wide range of problems.
Marketing Research: Marketing research is specific in nature as it is used to solve a specific problem only
Marketing Information System: MIS provides various reports such as periodic reports, plan reports, demand report and triggered reports.
Marketing Research: In marketing research there is only one report.
Marketing Information System: Information collected frequently some times may be even every day.
Marketing Research: Marketing research is conducted less frequently. It is conducted only to solve specific problem.
7. Number of Problems
Marketing Information System: Data collected by MIS can be used to solve number of problems it can collect information on various problems at a time.
Marketing Research: Marketing research relates to one problem at a time.
Marketing Information System: MIS is the lifeblood of marketing and it is essential for all business units.
Marketing Research: Every business unit may or may not maintain a marketing research dept.