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Marketing Research

Marketing Research. Marketing Information Systems. MKIS What is MKIS? ‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’ American Marketing Association Components of a MKIS Manual

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Marketing Research

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  1. Marketing Research

  2. Marketing Information Systems • MKIS • What is MKIS? ‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’ American Marketing Association • Components of a MKIS • Manual • Electronic

  3. Marketing Research • Marketing Research • What is it? “The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services.” American Marketing Association

  4. Marketing Research Process • Set objectives • Define problem • Secondary research • Already exists • Primary research • Information collected firsthand • Analysis of results • Quantitative • Qualitative • Presentation of findings

  5. Research Tools • Interviews • Online • Telephone • Person to person • Observation • Focus Groups • Experiments

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