MARK301 Lecture Notes - Lecture 5: W. M. Keck Observatory, Coca-Cola, Complete Control
17 Apr 2015
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Document Summary
Learning objectives: understand importance of information to make decision, marketing research and a. Marketing information system defined: marketing research process, different types of marketing. Marketing research: the process of systematically gathering and analyzing (new) information, related to marketing problems, who needs research? producers of products and services, advertising agencies, marketing research companies, non-profit organizations all need to conduct research. Marketing information system: a system consisting of people, equipment, and procedures, continually gathers, sorts, analyzes, evaluates and distributes, relevant and timely data to management and decision makers, tuning data into knowledge. Why good marketing research is difficult: consumers may not know their own preferences, consumers may be unwilling to reveal answer. (purchase) intention may not equal actual behaviour. Types of data: secondary data - data that has already been collected for a different purpose, examples: internal databases, commercial data services, government sources, primary data - information collected for the specific purpose at hand, observation, survey, experiment.
