Marketing 101 Chapter 4

marketing information system (MIS)
a set of procedures and methods for the regular, planned collection, analysis, distribution, and storage of information for use in making marking decisions
commercial data bases
conatin information on population traits, the business environment, economic forecasts, industry and companies’ performance, and other items
data mining
an in-depth, computerized search of avaiable information to find profitable marketing opportunities that may otherwise be hidden
marketing research
involves systematically gathering, recording, and analyzing information about specific issues realted to the marketing of goods, services, organizations, people, places, and ideas
exploratory research
used when a researcher is uncertain about the precise topic to be investigated or wants to informally study an issue. it is also called “qualitative research”
conclusive research
the structured collection and analysis of data about a specific issue or problem
secondary data
consist of information not collected for the issue or problem at hand but for some other purpose. the two types of secondary data are internal and external
primary data
consist of information gathered to address a specific issue or problem at hand.

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