Kotler12e_im_04_pog - Professors on the Go Chapter 4 Managing Marketing Information 1 Key Concepts Where to get marketing information Marketing

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Professors on the Go! Chapter 4 Managing Marketing Information 1. Key Concepts Where to get marketing information Marketing research Interview a businessperson who is in or uses marketing research or information system management. Ask him or her about the field, its future, its advantages and problems, and why he or she thinks the field is important. Write up the comments and your thoughts, and deliver them to your instructor or discuss them in class. There is currently a tremendous amount of secondary information available, much of it for free. Discuss why a firm would want to spend money to do primary research. How can a company use an internal database in its marketing efforts? For a company of your own choosing, locate at least one source of secondary information that the company might use to conduct research. How is marketing research different from marketing intelligence? What is the difference between exploratory, descriptive, and causal research?
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This note was uploaded on 04/23/2011 for the course MARKETING 40 taught by Professor Nagwa during the Spring '11 term at Alexandria University.

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