BUSI 2204 Chapter Notes -Global Marketing, Ob River, User Friendly
Document Summary
Samsung vs apple - company can obtain lots of info from suppliers and competitors. Should gather info from job posting, advertising nand blogs. Companies must take into account all available public info, however, must not break the law to get good intelligence - maintain code of justice. Marketers need formal insights to new situations and decisions. It is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organisation. Can hire outside research specialists or pay for existing research / data. Managers and researchers must work closely together. Gathering secondary data: begin by gathering secondary data, begins with internal database i. Can also purchase from outside suppliers: can be too costly to conduct primary data, researchers must evaluate the 2ndary data carefully, to see if its accurate and. Long term or infrequent behaviour can be difficult to observe. Shifting to over the phone or email surveys i.
