科特勒营销管苹理14.pptVIP

Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast Defining the Problem Research Objectives Research Approaches Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information The Marketing Research Process Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models data Acknowledges the cost value of information Maintains “healthy” skeptic