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  • Lect 10-Marketing Research and Information Systems

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    noorehahmad
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    This document discusses various types of marketing information systems such as marketing research studies, standardized information services, management information systems, and customer relationship management systems. It also outlines strategies for obtaining internal and external information, including collecting existing data, using subscription or single-purchase standardized research services, and conducting exploratory or full-scale research studies. Finally, it addresses the impact of the internet in making marketing surveys faster, less expensive, and easing resistance to communications while enabling customer feedback and peer-to-peer interactions.

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    This document discusses various types of marketing information systems such as marketing research studies, standardized information services, management information systems, and customer relationship management systems. It also outlines strategies for obtaining internal and external information, including collecting existing data, using subscription or single-purchase standardized research services, and conducting exploratory or full-scale research studies. Finally, it addresses the impact of the internet in making marketing surveys faster, less expensive, and easing resistance to communications while enabling customer feedback and peer-to-peer interactions.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    5 views5 pages

    Lect 10-Marketing Research and Information Systems

    Uploaded by

    noorehahmad
    This document discusses various types of marketing information systems such as marketing research studies, standardized information services, management information systems, and customer relationship management systems. It also outlines strategies for obtaining internal and external information, including collecting existing data, using subscription or single-purchase standardized research services, and conducting exploratory or full-scale research studies. Finally, it addresses the impact of the internet in making marketing surveys faster, less expensive, and easing resistance to communications while enabling customer feedback and peer-to-peer interactions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    Marketing Research and

    Information Systems
    Types of Marketing Information

    4 Marketing research studies


    4 Standardized information services
    4 Management information systems
    4 Database systems
    4 Decision support systems
    4 Customer relationship management (CRM)
    systems
    4 Competitor intelligence systems
    Strategies for Obtaining Information

    Internal Data
    Collect existing
    information Published information

    Subscription
    Strategy Use standardized
    alternatives research services Single purchase

    Exploratory
    Conduct
    research study Full-scale
    Special Research Studies
    Problem
    Definition
    Information
    Required
    Research
    Method
    Sampling
    Plan
    Questionnaire
    Design
    Data
    Collection
    Analysis and
    Report
    Impact of the Internet on Marketing Costs and
    Availability

    • Online Surveys
    – Fast
    – Inexpensive
    – Resistance to excessive Web communications
    • Customer feedback and peer-to-peer Web communications

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