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Lecture 22

MGMT 2402 Lecture Notes - Lecture 22: Target MarketPremium


Department
Management
Course Code
MGMT 2402
Professor
Nan Clory
Lecture
22

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MGMT 2402- LECTURE 22- MARKETING RESEARCH
Key in marketing success is the research conducted on the specific issue
Market search allows information to be generated, which then allows markets to make
decisions and strategies in their campaigns
The information collected in a research can help with many different types of decisions,
such as:
Sale performance
Improvements
Product
Distribution
Target market
Attitudes and behaviours
Organizations use marketing information system (MIS) to collect data of everyday
activity
MIS key is to manage information gathered during the operation of the organization
The information called in the MIS can be used create and plan a future marketing
decision
The main stages during a research
Involves 5 major stages
Research problem
Research methodology
Data collection regarding research problem
Analysis data and overall research findings
making changes to the organization with the overall findings
The main research process is designed to lead into a successful course of action,
monitoring the system is important to ensure the organization is on track
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