procedures that develop and analyze new information about a market.
which is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
management information systems
a place where databases are stored so that they are available when needed. MIS organizes the incoming information in this
is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.
Decision support system (DSS)
displays up-to-the-minute marketing data in an easy-to-read format—much like a car’s dashboard
a statement of relationships among marketing variables. It enables a manager to look at the sales (and costs) expected with different types of promotion and select the marketing mix that is best for a particular target market
describe the 5 step marketing research process
Defining the problem, Analyzing the situation., Getting problem-specific data, Interpreting the data, Solving the problem.
in the marketing research process you may be introduced to a solution before completeing all the steps
Effective research usually requires
an informal study of what information is already available in the problem area. It can help define the problem and specify what additional information, if any, is needed.
information that has been collected or published already. outside and inside the company
information specifically collected to solve a current problem. qustioning and observing
open-ended with a hidden purpose. no yes or no answer. gain depth
interviewing 6 to 10 people in an informal group setting.
focus group interview
problem with focus group interviews
t it’s hard to measure the results objectively. The results seem to depend largely on the viewpoint of the researcher.
an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
Marketing information systems:
Defining the problem and objectives helps ensure
an appropriate research design.
A statement of objectives helps to define
the type and level of information needed.