MKG 300 Chapter Notes - Chapter 7: Procter & Gamble, Snickers, Contingency Table
13 Sep 2016
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Document Summary
Two sources marketing managers utilize for information to help them make better decisions: marketing research: procedures that develop and analyze new information about a market. Involves a wide range of techniques including internet searches, customer surveys, experiments, direct observation of customers: role of research specialists, scientific method, steps in marketing research, define problem, analyze situation, gather problem-specific data. Interpret the data: solve the problem, marketing information system (mis): an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions, multimedia data, data warehouses, decision support systems, marketing models. Large companies rely on outside specialists to carry out work on particular projects. Smaller companies usually don"t have separate marketing research departments. They depend on their salespeople and managers to conduct research. Nonprofits are beginning to see the value of market research. Organizations process 1000 times as much data as they did in 2000. The amount of data collected doubles each year.
