MARK 201 Lecture Notes - Lecture 5: Customer Relationship Management, Consumer Privacy, Simple Random Sample

• School: Concordia University
• Department: Marketing
• Course: MARK 201
• Professor: Robby D.Saks

Document Summary

Chapter 5--managing marketing information to gain customer insights. Basis for creating customer value and relationship. Walkman (only one cd) ipod, download music + itunes. September 23, 2016: accessing marketing information needs. A good mis balances information wants, needs, and feasibility: an mis has limitations determine possibility, an mis is costly must consider roi, develop marketing information. I(cid:374)for(cid:373)atio(cid:374) fro(cid:373) sour(cid:272)es withi(cid:374) the (cid:272)o(cid:373)pa(cid:374)(cid:455: a(cid:272)(cid:272)essed (cid:373)ore effi(cid:272)ie(cid:374)tl(cid:455, pro(cid:374)e to gaps i(cid:374) k(cid:374)owledge analysis, environmental, publically available information, ethical issues raised, used when new problem exists, systematic collection, analysis, and reporting of data. Marketing research process: defining the problem and research objectives. Exploratory: gathers information to help define the problem. September 23, 2016: developing the research plan for collecting information. Must be relevant, accurate, current and unbiased: secondary (existing) data: Rarely provides all necessary information: e(cid:454). Observational: gathers data by observing relevant people, actions, situations. Impossible to observe feelings: ethnographic yields deeper observation.