Lecture 4: International Marketing Information Systems: Marketing Research

1. Lecture 4:International Marketing Information Systems: Marketing Research Topics • Marketing Information System • Role of marketing research: linkage to marketing decision-making • Secondary research: sources of market data • Primary research: field research • Role and organization of international marketing research • Structure of marketing research agencies industry • Government help for international marketing research • Implementation of international marketing research

2. Lecture 4:International Marketing Information Systems: Marketing Research Learning Objectives:- • Show the role of the MIS within international marketing • Demonstrate sources of information, both secondary and primary, that can be used within the MIS • Highlight the role and organization of the international marketing research industry • Identify criteria for selecting an international marketing research agency • Highlight sources of government help available for international marketing research • Evaluate approaches to implementing international marketing research