Module 6 - Marketing Information and Research
Why It Matters: Marketing Information and Research
Why use marketing information and research to develop marketing strategies for organizations? ...
Importance of Marketing Information
What you’ll learn to do: explain the role of marketing information in helping organizations under...
The Importance of Marketing Information and Research
Fresh Customer Insights Effective marketing starts with a strong knowledge of your customers: th...
Case Study: Juicy Fruit Gum
Discovering Why They Chew Back in the nineties, Juicy Fruit Gum, the oldest brand of the Wm. W...
Types of Marketing Information
What you’ll learn to do: describe key types of marketing information including internal data, com...
Types of Marketing Information
Illuminating the Marketing Picture There are three primary types of marketing information market...
The Marketing Research Process
What you’ll learn to do: outline a standard process for using marketing information and research ...
The Marketing Research Process
A Standard Approach to Research Inquiries Marketing research is a useful and necessary tool for ...
Marketing Research Techniques
What you’ll learn to do: recognize alternative techniques for conducting marketing research, incl...
Secondary Marketing Research
Tapping Existing Sources of Information Before diving into primary research for a marketing rese...
Primary Marketing Research Methods
Choosing the Right Primary Research Method When secondary research doesn’t provide...
Marketing Data Sources
What you’ll learn to do: Identify major sources of available marketing data Marketing informatio...
Marketing Data Sources
Marketing Information: Where the Data Is? Earlier sections of this module alluded to excellent...
Customer Relationship Management (CRM) Systems
What you’ll learn to do: explain how customer relationship management (CRM) systems can help orga...
Customer Relationship Management Systems
Marketing Information and Customer Relationship Management (CRM) Earlier in this course, we ci...
Using Marketing Information
What you’ll learn to do: use marketing information to inform the marketing strategy After you wo...
Using Marketing Information
Translating Marketing Information into Action With marketing information and research results co...
Putting It Together: Marketing Information and Research
Back to Bookends Let’s pay Uncle Dan and his bookstore another visit, now that you’re a little f...
Questions
1. Which marketing process is a systematic way to link collected and analyzed marketing informati...
Glossary
A/B testing: A method of comparing two versions of a product or marketing campaign to determine...