ADMS 2200 Chapter Notes - Chapter 7: Environics, Decision Support System, Regional Policy Of The European Union

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Chapter 7: marketing research, decision support systems, and sales. Marketing research the process of collecting and using information for marketing decision-making. Chapter objective 1: describe the development of the marketing research function and its major activities. Research is central to understanding effective customer satisfaction and customer relationship programs. First organized marketing research conducted in 1879. Research methods grew more sophisticated in 1930s. Computer technology has significantly advanced market research. Syndicated services: provides standardized data to all customers, e. g. Full-service research suppliers: contracts with clients to conduct complete marketing research projects, e. g. Limited-service research suppliers: specializes in a limited number of research activities, conducting field interviews or performing data processing. Customer satisfaction measurement programs: firms often focus on tracking satisfaction levels of current customers, analyze partial or complete dissatisfaction to identify problem areas that need attention. Chapter objective 3:distinguish between primary and secondary data, and identify the sources of each type.