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Chapter 5 notes 3-15-04


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MIS - People, equipment, and procedure to gather, sort, angalyza, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

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Internal Databases - Electronic collections of information obtained from data sources within the company.

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Marketing Intelligence - The systematic collection and analysis of publicy available information about competitors and developements in the marketing enviroment.

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Marketing research - The systematic design, collection, analysis, and reporting of data relevant to a specific maketing situation facing an organization.

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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 !!!

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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

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Observation research - The gathering of primary data by observing relevant people, actions, and situations.

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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.

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Online marketing research - Collecting primary data through Internet surveys and online focus groups

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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

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Customer relationship management (CRM) - Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty

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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

HOMEWORK

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Answer 2 and 3 for tuesday 3-16-04