MKTG101 Lecture Notes - Lecture 4: Colmar Brunton, Affinity Analysis, Roy Morgan Research
30 Aug 2018
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Document Summary
A business activity that discovers information of use in making marketing decisions (market research is often outsourced to a specialist company roy morgan, colmar brunton, etc. Marketers often need to provide a brief to market research agencies). Market research is an essential component of understanding the market (problem solving, identifying future o & t, ideas of how greater value can be offered to customers, which products, how to communicate, evaluating effectiveness). Market research is only of value if the information it provides can contribute to improved performance (market research a process that links the consumer, customer, clients, partners and public to the marketer through information). The components of a marketing information system (mis) Secondary data: data originally gathered or recorded for a purpose other than to address the current market research problem, information that is already available (sales records or customer profiles from business documents or information from abs). Primary data: data collected specifically for the current market research project.
