COMM 296 Chapter Notes -Focus Group
Document Summary
Chapter 9: marketin search and information systems g re. Techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas. Researching the past and present to help judgement about the future. Everyone: corporate and retail, not-for-profit, government + politics. What message to present to each demographic. How to gather marketing research: marketing information system ( Ex ample out which incentives to offer customer at online checkout. Overstock. com collects attributes during shopping sessions online to find. Example: burger king wants to know what to promote in two areas. Takes revenue data, divides up on how much was spent on what item, what is popular, what should be promoted in that area. Data warehouse where data is kept in a computer file(s) Data mining using statistical analysis tools to find out patterns in the data and relationships between variables.
