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Capturing marketing insight is essential for each and every company before developing the marketing programs. Marketing managers must understand what is happening inside and outside the company. Company can gain the information regarding the marketing environment through the following methods. i) Marketing information system (MIS) ii) Marketing intelligence system iii) Marketing research iv) Consumer research v) Decision support system. i) A marketing information system consists of people and procedures for assessing informational needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. A MIS consists of people, equipment and procedures to gather, sort, evaluate needed, timely and accurate information and disseminate the information to the decision makers on an ongoing basis. ii) | Marketing intelligence system: Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace. The goal of marketing intelligence is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors’ actions and providing early warnings of opportunities and threats. Good intelligence can help marketers to gain insights into how consumers talk about and connect with their brands. Many companies send out teams of trained observers to mix and mingle with customers as they use and talk about the company’s products. The internal records system supplies results data, but the marketing intelligence system supplies happening data. A marketing intelligence system is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. Marketing managers collect marketing intelligence by reading books, newspapers and trade publications; talking to customers, suppliers and distributors and meeting with other company managers. iii) Marketing research: In addition to marketing intelligence information about general consumer, competitor and marketplace happenings, marketers often need formal studies that provide customer and market insights for specific marketing situations and decisions. Marketing research is the systematic and objective identification, collection, analysis, dissemination and use of information for the purpose of assisting management in decision making related to the identification and solution of problems in marketing. Some large companies have their own research departments that work with marketing managers on marketing research projects. Sometimes firms simply purchase data collected by outside firms to aid in their decision making. The marketing research process consists of six steps. i) Problem definition ii) Development of an approach to the problem iii) Research design formulation iv) Field work or data collection v) Data analysis and data preparation vi) Report preparation and presentation iv) Consumer research: Consumer research is a part of marketing research. Consumer research just passes through the process. By studying the consumers, we are able to understand the consumers. Marketing managers are able to collect information by conducting the consumer research. The consumer research process \ v) Decision support system (DSS): There are some limitations of MIS, a new system arises. Developed to overcome the limitations of an MIS, decision support system enables decision makers to interact directly with databases and analysis models. Decision support system are integrated system including hardware, communication network, database, model base, software base. and the DSS user that collect and interpret information for decision making. Marketing research contributes research data to programs for analyzing marketing data to the software base. A DSS differs from an MIS in various ways. A DSS combines the use of models or analytical techniques with the traditional access and retrieval functions of an MIS. A DSS is easier to use in an interactive mode and can adapt to changes in the environment as well as to the decision-making approach of the user. In addition to improving efficiency, a DSS can also enhance decision making effectiveness by using what if analysis. DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment.