BUS 343 Lecture Notes - Simple Random Sample, Data Quality, Contingency Table
23 Oct 2012
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Document Summary
To understand consumer"s needs, marketers need to conduct marketing research. Marketing research ethics = taking an ethical and above-board approach to conduct marketing research that does no harm to the participant in the process of conducting the research. It is a process that determines what information marketing managers need and then gathers sorts, analyzes stores and distributes relevant and timely marketing information to system users. Marketing information system (analyzes data from variety of sources and turns data into useful marketing decision making) Information for marketing decisions: internal company data = uses inf. from within the org. to produce reports on the results of sales and marketing activities. (how much buy, who buy, how items left) They are also useful to predict future trends. Staycation = people do not go vacations: marketing research = process of collecting, analyzing, interpreting data about customers, competitors, and business environment in order to improve marketing effectiveness.
