Mar 3023 Lecture Notes - Lecture 5: Decision Support System, Stopwatch, Toothpaste
9 Feb 2019
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Document Summary
Chapter 8: marketing research: from customer insights to actions. {neurological} is used to see how our brains react to the advertisement when viewed) Marketing information system (mis: definition: an integrated, ongoing decision support system, mis data classification. Sources of data outside of the org. can be accessed for their purposes (syndicated [anyone can purchase]- Quality rating system and census data) (big data) When developing new product ideas (e. g. menu suggestions. Primary from thos dealing w/ the customers, not the actual customers; foodi) the marketplace) Causal (attempt to conduct research that gets at the causes of marketplace behavior) Retailers use a lot most people spend 21 mins in a grocery store and only cover 23% of the store (used a stopwatch: electronic, e. g. University of florida students (55,000 people: sample, e. g. Subset of overall population (500 students: response rate, e. g. How many of the sample responds (this is key: representativeness, e. g.
