c.MKIS and MR 3

c.MKIS and MR 3 - Marketing Information Systems Marketing...

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Marketing Information Systems Marketing Research What is Marketing Research? Process Terminology Techniques MKIS - Marketing Information Systems What is MKIS Components of an electronic MKIS
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Marketing Research ‘the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’ American Marketing Association
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The Marketing Research Process Set objectives Define research Problem Assess the value of the research Construct a research proposal Specify data collection method Specify techniques of measurement Select the sample Data collection Analysis of results Present in a final report
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Terminology of Marketing Research Primary data - collected firsthand Secondary data - already exists, desk research Quantitative research - statistical basis Qualitative research - subjective and personal sampling - studying part of a ‘population’ to learn about the whole
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This note was uploaded on 11/15/2011 for the course I SYS 201 taught by Professor Meservy during the Winter '11 term at BYU.

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c.MKIS and MR 3 - Marketing Information Systems Marketing...

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