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12 Cards in this Set
- Front
- Back
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managing marketing information |
the planning collection, and analysis of data relevant to marketing decision making |
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evidence base decision-making |
due diligence |
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basic information sources 4pt |
formal research projects : highly customised finite time horizon , formal process; includes survey research, observation,experimentation intelligence gathering happening data, everyday info, may or may not have the specific purpose in mind management /marketing information systems well defined issues reular data flow, standardized reports tracking big data |
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exploratory qualitative research |
soft data: usually undertaken to define problems, to develop a research approach, provide deeper insight , personal emotional depth interview Avante Garde techniques focus groups ethnographic research : testing |
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observational research |
mystery shoppers one way mirrors shopper patterns physical trace measures |
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machine observation |
traffic counters , scarnners camaras |
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experimental |
a method of gathering primary data in which the researchr is able to ovserve the result of chaning one variable in a situation while holding all others constant |
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intelligence gathering |
happening data procedures and sources used to obtain everyday can be formal or informal markets competitors technology |
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management information systems MIS |
the regular planned collection analysis and presentation of information for use in making management decisions financial records sale data advertising expenditures |
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CRM |
customer relationship management : stategic database management |
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BIG DATA |
EXCEED CAPACITIES OF STANDARD SOFTWARE TOOLS tracking: analytics : big data turn into info |
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appplication of big data |
optimize route delivery fraudulent detecting tailored info |
