Chapter 5 notes 3-15-04
MIS - People, equipment, and procedure to gather, sort, angalyza, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Internal Databases - Electronic collections of information obtained from data sources within the company.
Marketing Intelligence - The systematic collection and analysis of publicy available information about competitors and developements in the marketing enviroment.
Marketing research - The systematic design, collection, analysis, and reporting of data relevant to a specific maketing situation facing an organization.
Explatory research - Marketing research to gather preliminary information that will help define problems and suggest hypotheses
Descriptive resaerch - Marketing research to better decribe makrting problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
Casual research - Marketing research to test hypotheses about cause-and-effect relationships.
Determine the exact information needed
Develope Plan for gathering information effiviently
Present a plan to management.
Figure 5.2 is very important !!!
Secondary data - Information that already exists somewhere, having been collected for another purpose.
Primary data - Information collected for the specific purpose at hand.
Online database - Computerized collections of information available from onlince commercial sources or via Internet
Observation research - The gathering of primary data by observing relevant people, actions, and situations.
Focus group Interviewing - Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. Ther interviewer "focuses" the group discussion on important issues.
Online marketing research - Collecting primary data through Internet surveys and online focus groups
Sample - A segment of the population selected for marketing research to represent the population as a whole.
1) Who is to be surveyed
2) How many people should be surveyed
3) How should the people be choosen
Customer relationship management (CRM) - Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty
Marketing research in small businesses and Not-for-profit Organizations - Research based on questionaires do not have a lot of money to do the same thing as the big business so they conduct research differently
Answer 2 and 3 for tuesday 3-16-04