MKT 500 Study Guide - Midterm Guide: Computer-Assisted Telephone Interviewing, Qualitative Marketing Research, Micromarketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

1-1 marketing research is part of marketing: marketing: meeting needs profitably. 1-3 what are the uses of marketing research: identifying market opportunities and problems, generating, refining, and evaluating potential market actions. Basic research: aim is to expand our knowledge rather than to solve a specific problem. Applied research: research conducted to solve specific problems: marketing research can be wrong sometimes. E. g. , coca cola vs pepsi blind taste test, seinfeld research on plot indicated it would flop. 1-4 the marketing information system: marketing information system (mis): structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers, components of an mis: Internal reports system: gathers information generated within a firm, including orders, billing, receivables, inventory levels, stockouts, and so on. Marketing intelligence system: set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.