L5-Managing Marketing Information

L5-Managing Marketing Information - marketing problems,...

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Developing Marketing Information Marketers can obtain the needed information from internal data, marketing intelligence and marketing research: Internal Databases Marketing Intelligence Marketing Research
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Internal databases: Electronic collections of information obtained from data sources within the company Marketing intelligence: The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment Marketing research: The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.
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Marketing Research Exploratory research: to gather preliminary information that will help define problems and suggest hypotheses Descriptive research: to better describe
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Unformatted text preview: marketing problems, situations or markets, such as the market potential for a product or the demographics and attitudes of consumers • Casual research: To test hypotheses about cause and effect relationships • Primary data : Information colleted for the specific purpose at hand • Secondary data: Information that already exists somewhere, having been collected for another purpose • Online databases: Computerized collections of information available from online commercial sources or via the Internet Primary Research Observational research Survey research Experimental research Questionnaire Focus group interviewing Sampling Online research Secondary Research Magazine Newspaper Info from Internet Books Journals...
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This note was uploaded on 10/04/2011 for the course FINANCE FINANCE taught by Professor Don'tknow during the Spring '09 term at American Internation College.

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L5-Managing Marketing Information - marketing problems,...

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