tailieunhanh - Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice

Lecture Marketing research (12th edition) - Chapter 2: Marketing research in practice. In this chapter, the following content will be discussed: Information system, databases, decision support systems, marketing decision support systems,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Two Marketing Research in Practice 2 Marketing Research 12th Edition Marketing Research in Practice 3 Marketing Research 12th Edition Information System A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. 4 Marketing Research 12th Edition Databases Contain 3 types of information: Recurring day-to-day information Intelligence relevant to the future strategy of the business Research studies that are not of a recurring nature 5 Marketing Research 12th Edition Decision Support Systems (DSS) DSS models are developed and adapted to support each firm’s own decision problems Used to retrieve data, transform it into usable information, and disseminate it to users Allow managers to interact directly with database Provides a modeling function to . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Two Marketing Research in Practice 2 Marketing Research 12th Edition Marketing Research in Practice 3 Marketing Research 12th Edition Information System A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. 4 Marketing Research 12th Edition Databases Contain 3 types of information: Recurring day-to-day information Intelligence relevant to the future strategy of the business Research studies that are not of a recurring nature 5 Marketing Research 12th Edition Decision Support Systems (DSS) DSS models are developed and adapted to support each firm’s own decision problems Used to retrieve data, transform it into usable information, and disseminate it to users Allow managers to interact directly with database Provides a modeling function to help interpret retrieved information 6 Marketing Research 12th Edition Marketing Decision Support Systems Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information 7 Marketing Research 12th Edition Marketing Decision Support Systems (Cont.) 8 Managers’ need for decision-relevant information: Marketing Research 12th Edition Characteristics of MDSS 9 Marketing Research 12th Edition Components of MDSS 10 Marketing Research 12th Edition Components of MDSS (Contd.) 11 Manager Modeling Analysis Display Database Environment Marketing Research 12th Edition Comparison of Brand Performance with Industry Trend 12 Marketing Research 12th Edition Gaining Insights from a MDSS 13 Marketing Research 12th Edition Participants in Marketing Research Activities 14 Information Users Information Suppliers: Inside the Company Information Suppliers: Outside the Company .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Data analysis
• Marketing intelligence
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures