BUSMKT 1411 Chapter Notes - Chapter 1: Scientific Method, Global Positioning System, Mobile Marketing
23 Dec 2018
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Document Summary
Involves the identification, collection, analysis, dissemination, and use of information. Involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and some qualitative research, such as focus groups: step 2: development of an approach to the problem. Methods of collecting quantitative data (survey, observation, and experimentation: 5. Plan of data analysis: step 4: fieldwork or data collection. 9/3/18: proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors, step 5: data preparation and analysis. Information obtained through marketing research becomes an integral part of the firm"s marketing information systems (mis) and decision support system (dss) 9/3/18: competitive intelligence (ci): the process of enhancing marketplace competitiveness through a greater understanding of a firm"s competitors and the competitive environment. Involves the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors, conducted by using information databases and other open sources and through ethical marketing research inquiry.
