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Chapter 4 - Coggle Diagram
Chapter 4
Marketing Research
Developing + research plan: Secondary data ,Primary data
Implementing the plan
Collecting data
Processing the information
Analyzing the information
Defining the problem + research objectives
Interpreting + reporting the findings
Assessing Marketing Information Needs
Analyze information +Distribute information
The information needs +develop information
(MIS) = people, equipment, and procedures+ gather, sort, analyze, evaluate
Developing Marketing Information
Marketing intelligence
Assess +track competitors’ actions
Provide early warning of opportunities and threats
Improve strategic decision making
Marketing research: the systematic design+ collection+ reporting of data relevant
Internal data: electronic collections + consumer + market information
Distributing and Using Marketing Information
Extranet: provides information + customers and suppliers
Intranet: provides information + other stakeholders.
Other Marketing Information Considerations
International Marketing Research
Marketing Research: Small Businesses + Nonprofit Organizations
Analyzing Marketing Information
Customer Relationship Management (CRM): Data warehouses +Touch points