Marketing Information

Marketing Information

1. Marketing information and customer insights

2. Assessing Marketing information needs

3. Developing Marketing information

   • InternalData
   • Competitive Marketing Intelligence

4. Marketing Research

   • Defining the problem and research objectives
     • Exploratory Research
     • Descriptive Research
     • Casual Research
   • Developing the Research Plan
     • Primary Data
     • Secondary Data
   • Gathering secondary data
   • Primary data collection
     • Research
       • Observational
       • Ethnographic
       • Survey
       • Experimental
     • Contact Methods
       • Mail, telephone, personal interviewing
       • Focus group interviewing
       • Online marekting research
       • Online focus groups
     • Sampling plan
     • Research Instruments
       • Questionnaires
       • Mechanical instruments
   • Implementing the research plan
   • Interpreting and reporting the findings

5. Analyzing and using marketing information

   • Customer relationship manager
   • Distributing and using marketing information