COMM 223 Study Guide - Midterm Guide: Focus Group, Multiple Choice, Sampling Error
31 Jan 2015
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Document Summary
Marketing research: what is marketing research, to identify and refine problems, to solve marketing and other business problems, to identify and to define marketing opportunities, to evaluate marketing actions. Information: input for making better decisions, important strategic asset and marketing tool, it can be a sustainable advantage. Information overload: marketing managers don"t need more information, they need better information. Assessing and developing information needs: balance is important in assessing the information needs, three different sources of information: Internal data: sources: accounting department, customer service department, etc, advantages: can be accessed more quickly and cheaply, disadvantages: may be incomplete or in the wrong form, keeping database current is expensive, marketing intelligence. The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment: sources: employees, customers, websites, suppliers, resellers, dumpster diving, marketing research. The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.
