MKT 100 Lecture Notes - Lecture 10: Management Information System, Knowledge Management

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Management information systems (mis) : internal information specific to the company and is sourced from its management information system. Related to the overall operations of the company (sales, inventory, hr, project management, supply chain, customer relationships and knowledge management). This info is useful to marketers: tracking sales overtime, tracking sales by retail outlet, tracking sales by product. About customer preferences, overall market trends, sales locations and need for product development. Secondary research : refers to data collected for another purpose by someone else. (e. g. census. Data is public and available and aggregate to anyone. Further analysis of census data is controlled however because of the possiblity of identifying individuals if the unit of analysis is very limited. Another form of secondary data: information collected for propreitary reasons but results are made available to the public. (eg. Environics did a study of aboriginals living in urban areas. Other marketing research firms did political polls during election campaigns.

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