Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast @2000 Prentice Hall
©2000 Prentice Hall Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast
A marketing information system(MIs)consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment @2000 Prentice Hall
©2000 Prentice Hall A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment
Research Approaches Observational Focus-group Survey Behavioral Experimental @2000 Prentice Hall
©2000 Prentice Hall Research Approaches Behavioral Focus-group Survey Experimental Observational
Secondary-Data Sources Internal sources Government Publications Periodicals and books Commercial data On-Line Associations Business Information @2000 Prentice Hall
©2000 Prentice Hall Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information
Good Marketing research s scientific Is creative Uses multiple methods Realizes the interdependence of models data Acknowledges the cost value of information Maintains healthy skepticism Is ethical @2000 Prentice Hall
©2000 Prentice Hall Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical