Chapter 6: Marketing Information and Research

Learning Objectives

  • Why It Matters: Marketing Information and Research
  • Explain the role of marketing information in helping firms understand and reach consumers
  • Describe the key types of marketing information including internal data, competitive intelligence and marketing research
  • Outline a standard process for using marketing research to address an organization’s strategic questions
  • Recognize alternative methods for conducting marketing research, including primary and secondary research methods
  • Identify major sources of available market data
  • Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
  • Use marketing information to inform the marketing strategy

 

License

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Introduction to Marketing I 2e (MKTG 1010) by NSCC & Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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