BUS 343 Chapter Notes - Chapter 3: Computer-Assisted Web Interviewing, Quota Sampling, Simple Random Sample
23 Oct 2012
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Document Summary
Marketers must be very clear when they work with research respondents about how they will use the data and give respondents full disclosure on their options for confidentiality and anonymity. The marketing information system: many firms use marketing information systems to collect information. Various sources feed the mis with data and then the system"s software digests it. The mis analysts use the output to generate a series of regular reports for various decision makers. Intranets are secured so that only authorized employees have access. The reports can provide an important source of information to upper management on changes in sales patterns or on new sales opportunities. Marketing managers can view monthly sales reports to measure progress toward sales goals and market share objectives. Marketing intelligence: nearly all the information companies need about their environment is available by monitoring everyday sources.
