ADMS 2200 Chapter Notes - Chapter 8: Trend Analysis, Data Mining, Competitive Intelligence

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Chapter 8 markeing research, decision support systems, and sales forecasing. The process of collecing and using informaion for markeing decision making. Syndicated service an organizaion that regularly provides a standardized set of data to all customers. Full-service research supplier an organizaion that contracts with clients to conduct complete markeing research projects. Limited-service research supplier a markeing research irm that specializes in a limited number of aciviies, such as conducing ield interviews or performing data processing. Exploratory research process of discussing a markeing problem with informed sources both within and outside the irm and examining informaion from secondary sources. Markeing researchers must direct their reports toward management and not to other researchers. They should spell out their conclusions in cleat and concise terms that can be put into acion. Internal data includes sales records, product performance reviews, sales force acivity reports, and markeing cost reports. External data come from government records, syndicated research services, and industry publicaions.