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Marketing research

Marketing information system

o Assess information needs
o Develop needed information
o Internal database (secondary data)- inside
company, customer info, sales, operation
o Marketing intelligence (secondary data)- outside
company( external data)(competitive marketing
intelligence) ,private, internet, news,
government
o Marketing research (primary data)Primary data Research approaches- 3
Observation- keeping up to date on the Internet,
camera monitoring, watching in person,
ethnographic research
Survey- questioning people in a structured way
using a questionnaire, questioning the right
people, questionnaire design needs to work,
sampling plan

 Qualities of a good questionnaire- not too

long in length, wording of the
questions( nothing biased), not misleading
questions, type of questions, order of the
questions,
Experiment- explains cause and effect
relationship. Select matched groups of subjects,
give different treatments to groups, check
difference in group responses.
3-observation limitations1. Somethings cannot be observed(will)
2. Long term and infrequent behavior is hard to
observe
3. Observations can be hard to interpret