MKT 3401 Chapter Notes - Chapter 9: Original Equipment Manufacturer, Http Cookie, Behavioral Targeting
Document Summary
: is the process of planning, collecting, and analyzing data relevant. Function that links the consumer, customer, and public to marketers through information. Provides decision makers with data on effectiveness of current marketing mix and insight on necessary changes. Main data source for management information systems. Three major roles: descriptive: gathering and presenting factual data, diagnostic: explain data, determine impact, predictive: addresses what if questions. Improves quality of decision making allows marketers to explore the desirability of various alternatives. Help managers serve customers accurately and efficiently. Gauge perceived value of goods and services as well as level of satisfaction. Marketing research problem information can be obtained e. : determining what information is needed and how that. Marketing research objective research problem; the objective should be to provide insightful decision- making information. : the speci c information needed to solve a marketing. Management decision problem order for managers to take proper actions. : a broad-based problem that uses marketing research in.