ADMS 4260 Lecture Notes - Lecture 1: Decision-Making, Expert System, Ipsos
15 Oct 2015
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Document Summary
In the text, churchill, brown & suter distinguish between the two sources of marketing intelligence (i. e. , information about marketing problems/opportunities) depicted below. Systems-based intelligence (e. g. , information) is recurring in nature and can be gathered by. Project-based intelligence, on the other hand, refers to non-recurring information that relates to a specific, "one off" marketing problem/opportunity. Marketing research is defined as a process (e. g. , 1) specification, collection, analysis, interpretation, reporting) that describes how data is obtained and transformed into research information. Most of the information needed to make information customized to marketing decisions is predictable, can be problems/opportunities harvested from databases that capture data from normal business operations immediately available, Current information is available at low cost when managers need it. Useful for unusual situations where information from normal operations is. Information may not be relevant for unusual relevant problems/opportunities not. Causal research for gathering & interpreting marketing information. Mis on steroids, like siri, ask a question and it responds.
