3305 SP08 Bb - ch08 dss and marketing research

3305 SP08 Bb - ch08 dss and marketing research - exploiting...

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© Christopher P. Blocker, PhD exploiting information decision support systems and marketing research
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1 | 3 big ideas - decision support systems - marketing research, process - data types, collection - other issues
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decision support systems & apollo 13
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marketing decision support systems
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marketing research: process of planning, collecting, and analyzing data relevant to a marketing decision. descriptive : factual statements diagnostic :explaining data predictive : what if?
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1 | 7 benefits of marketing research - sense-making! - strategic planning - assess opportunities and threats - forecasting - diagnose problems - decision making - determine feasibility
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1 | 8 marketing research process collect data specify sampling plan design/ primary data define problem analyze data present report follow up 1 2 3 4 5 6 7
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data types - secondary compiled both inside and outside the organization for some purpose other than the current investigation - primary observed/recorded or collected directly from participants http://www.globaledge.msu.edu
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This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

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3305 SP08 Bb - ch08 dss and marketing research - exploiting...

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