Research_350_Notes_Feb_09

Research_350_Notes_Feb_09 - Marketing Research Marketing...

Info icon This preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Research
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Marketing Research Old School Approach = gut/intuition rules New School Approach = information rules Information enables marketers : to make better decisions to tap into consumers’ hidden needs & wants
Image of page 2
Marketing Information System (MIS) MIS = series of steps that include collection, analysis, and presentation of information for use in marketing decisions MIS converts raw data into standard reports (e.g., internal company data, marketing intelligence, CRM) MIS makes data accessible, but beware :   data may be difficult to interpret   data overload is possible
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Decision Support System (DSS) DSS = is software and associated infrastructure that connect marketing activity to company databases DSS enables marketers : to conduct “what if analysis” = ability to adjust variables to reveal marketing relationships = allows for prediction Warning DSS can make marketers hungry for more info!
Image of page 4
What Is Marketing Research?
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern