Distinguish between a marketing information system and marketing research.
Strategies are monitored and evaluated through marketing research and marketing information systems, which store and process internal and external data and produce reports in a form that aids marketing decision making.
A marketing information system manages marketing information that is gathered continually from internal and external sources.
Marketing research is the process of systematically gathering, recording, and analyzing data concerning a particular marketing problem.
Technology is making information for marketing decisions more accessible. Electronic communication tools can be very useful for accumulating accurate and affordable information. Information technologies that are changing the way marketers obtain and use information are databases, online information services, and the Internet.
Many companies are using social media to obtain research data and feedback from customers.
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