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CHAPTER 6 Marketing Research and Information Systems OVERVIEW: This chapter focuses on the ways of gathering information needed for marketing decisions. First, we discuss the role of marketing research in decisionmaking and problem solving. We also identify a set of steps to follow in conducting a marketing research project: 1) locating and defining problems or research issues, 2) designing the research project, 3) collecting data, 4) interpreting research findings, and 5) reporting research findings. Then we turn to the methods of gathering marketing research data. We describe various sources of secondary data. We explore primary data collection methods in detail, focusing on sampling, survey methods, observation methods, and experimentation. We discuss how new technologies, such as the Internet, aid marketers in collecting, organizing, and interpreting marketing research data. Finally, we consider ethical and international issues in marketing research. OBJECTIVES: 1.Define marketing research and understand its importance.
2.Describe the basic steps in conducting marketing research.
3.Explore the fundamental methods of gathering data for marketing research.
4.Describe how tools such as databases, decision support systems, and the Internet facilitate marketing information systems and research.
5.Identify key ethical and international considerations in marketing research.
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Class Prep: Read Chapter 6 |
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