Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Ethnography, Test Market, Focus Group

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Michael Aloisio

Document Summary

Customer insights are the new revelations and the gained understandings of either the marketplace or the consumers that inhabit it. When organizations can not only develop these deep customer insights but also apply them, they can gain powerful, pro table, sustainable competitive advantages. Market research: process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities. Marketing information system (mis): a set of procedures and processes for collecting, sorting, analyzing, and summarizing marketing information on an ongoing basis. it ows from internal sources, marketing intelligence and market research. Marketing intelligence is the systemic collection and analysis of publicly available information about customers, competitors, and developments in the marketing environment. Internal sources of consumer data and market information exist within an organization and/or will be generated by an organization. Examples of internal information include sales data, customer purchasing patterns, inventory reports, operational information.