Marketing research is quite pervasive in nature and can be used by the marketing managers in various marketing decision areas.

 Ascertain the Information Required by the Marketing Managers: The very first thing to be kept in mind while designing an efficient marketing information system is to determine information needs required by marketing managers to make decisions.

It is a very crucial task to ascertain the information need because too much information can be difficult to handle and less information can be insufficient for the marketing managers.

Also, the system should be able to deliver timely and appropiate information required by the marketing managers for efficient decision-making.

It should be able to provide information requi for making strategic and tactical decisions. Decisions which have long-term implications and require large investments are called strategic decisions like decisions relating to enter the new market, to target a market segment and to position the product in the market.

Decisions which have short-term implications and do not require large investments are called tactical decisions relating to change in price, competition in market etc.

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