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Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence

4.1 Marketing Information Systems

4.2 Steps in the Marketing Research Process

4.3 Marketing Research

 

 


Section 4.1 ‘Marketing Information Systems’ is an edited version of the chapter section titled ‘Marketing Information Systems’, used from ‘Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence’ of the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Created new title for Figure 4.1: Data mining; Created new title for Figure 4.2: Analytics software; Created new title for Figure 4.3: Search engines (Removed description); Created new title for Figure 4.4: Sorting garbage; Added learning objectives for section 4.1.

Section 4.2 ‘Marketing Research: an aid to decision making’ is edited from ‘Chapter 3 Marketing research: an aid to decision making’ from the textbook ‘Introducing Marketing, First Edition, 2011’ authored by John Burnett – this book was published under The Global Text Project, funded by the Jacobs Foundation, Zurich, Switzerland. No changes were made to the most recent edition (except adding learning objectives for section 4.2)

Section 4.3 ‘Steps in the Marketing Research Process’ is an edited version of the chapter section titled ‘Steps in the Marketing Research Process’, used from ‘Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence’ of the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Created new title for Figure 4.7: Secondary data; Created new title for Figure 4.9: Descriptive research; Created new title for Figure 4.10: Test Market; Created new title for Figure 4.11: Data collection; Added learning objectives for section 4.3.

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Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence Copyright © 2017 by Babu John Mariadoss. All Rights Reserved.

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