CH05-MarketResearchandInformationSystems

CH05-MarketResearchandInformationSystems - C hapter 6...

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Chapter 6: Consumer Behavior Marketing research is a set of techniques and principals for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas Using Marketing Information Systems to Create Better Value Marketing information system (MIS) is a set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions. Information about their customer's, allow them to segment these mofos. Data mining is the use of a variety of statistical analysis tools to uncover previously unknown patterns in the data stored in databases or relationships among variables. For example, that someone who buys a pencil might also commonly buy paper. The Ethics of Using Customer Information Basically don't use the information for anything other then to produce unbiased, factual information. The Marketing Research Process Marketing research can very expensive, and if the results won't be useful or management does not abide by the findings, it represents a waste of money. Finding out that guys don't like pink shirts, and still selling them pink shirts regardless. The type of marketing research should depend on what information they need. Will questionnaires get what they need, interviews? There are five steps in marketing research, however they don't have to be strictly in order.
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