ADMS 2200 Chapter Notes - Chapter 8: Decision Support System, Curtis Publishing Company, Delphi Method

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Adms 2200 chapter 8 marketing research, decision support system, sales forecasting. Marketing research process of collecting and using information for marketing decision and making. Marketing research function: development of marketing research function. 32 years later commercial research department organized at. Marketing function tied to structure of company. Many firms outsource their research needs: depend on independent marketing research firms. Outsource or not, usually depends on: cost, reliability, accuracy. No bias and hold expertise not in the organization. From sole proprietorship to international firms: can be syndicate services, full service suppliers, or limited-service suppliers, some full service suppliers take on limited service. Organization that regularly provides standardized set of data to all customers: base their reports on. J. d power and associates: surveys consumer satisfaction, product quality, and buyer. Organization that contracts with clients to conduct: beco(cid:373)es clie(cid:374)t"s (cid:373)arketi(cid:374)g research ar(cid:373), perfor(cid:373)i(cid:374)g all steps in marketing research process. Marketing research firm that specializes in limited number of activities: ex.