Chapter 6: Marketing Information and Research

Learning Objectives

  • Understand the value of marketing information and research
  • Explain the role of marketing information in helping firms understand and reach consumers
  • Describe the key types of marketing information including internal data, competitive intelligence and marketing research
  • Outline a standard process for using marketing research to address an organization’s strategic questions
  • Recognize alternative methods for conducting marketing research, including primary and secondary research methods
  • Identify major sources of available market data
  • Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
  • Use marketing information to inform the marketing strategy

 

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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.