Escolar Documentos
Profissional Documentos
Cultura Documentos
4-5
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Today’s “Big Data”
4-6
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Marketing Information and
Customer Insights
Customer insights
• Fresh and deep insights into customer needs
and wants
• Important but difficult to obtain
4-8
Copyright © 2017 Pearson Education, Ltd.
B. Assessing Marketing
Information Needs
• A good marketing information system
balances the information users would like to
have against what they really need and what is
feasible to offer.
• By itself, information has no worth; its value
comes from its use.
Exploratory research
Descriptive research
Causal research
• To test hypotheses about cause-and-effect
relationships.
• Need a dependent variable and independent
variable(s) in order to set-up research project
Secondary data
• Information that already exists somewhere,
having been collected for another purpose
Primary data
• Information collected for the specific
purpose at hand
Advantages Disadvantages
Biased
4 - 20
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Gathering Secondary Data
4 - 23
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3.Implementing the Research Plan