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Marketing Research & Marketing Information System (Marketing Research,…
Marketing Research & Marketing Information System
Marketing Research
Advantages
Types
By Methodology
Qualitative
Quantitative
By Objectives
Exploratory
Descriptive
Causal
By Source
Primary
Secondary
Marketing Research Process
Define problem and set objectives
Design the research plan
Collect Data
Data analysis and interpretation
Present findings of research
Potential Value of a Marketing Research Effort
Marketing Information Systems
Internal Records+ Marketing Intelligence + Marketing Research
Main Sources Information are Gathered
Marketing Intelligence
Marketing Research
Internal Company information
Main Steps
Developing Information
Distributing and using information
Assessing Information Needs
Advantages
