MKTG 101 Chapter Notes - Chapter 4: Customer Insight, Scale-Invariant Feature Transform
Document Summary
To get good customer insight, you need to manage marketing information from a wide range of sources (email, texting, social media: managers are often overwhelmed from too much information, customer insight fresh understandings of customer and the marketplace derived from marketing information that become the basis for creating customer value and relationship, companies create customer insights teams that use traditional marketing research studies and monitor social media conversations to gain customer insight, marketing information system (mis, mis interacts with information users to assess information needs. 3 types of research objectives: explanatory research gather preliminary information that will help define problems and suggest hypotheses; often start with this and then follow with the other 2 research types, descriptive research better describe marketing situations, such as the market, casual research test hypotheses about cause and effect relationships potential or demographics/attitudes of consumers who buy products.
