Improving Decisions with Marketing InformationJournal: Romanian Distribution Committee Magazine Volume 7 Issue 1
George Cosmin Tanase
Romanian Distribution Committee Magazine, 2016, vol. 7, issue 1, 18-21
To make good marketing decisions, managers need accurate information about what is happening in the market. They usually can’t get all of the information that they’d like, but part of their job is to find cost-effective ways to get the information that they really must have. One source is marketing research —procedures that develop and analyze new information about a market. Marketing research may involve use of questionnaires, interviews with customers, directly observing customers, experiments, and many other approaches. But most marketing managers have some information needs that would take too long, or cost too much, to address with one-at-a-time marketing research projects. So, in many companies, marketing managers also routinely get help from a marketing information system (MIS) —which is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
Keywords: Marketing research; information technology; communication; coordination; marketing information systems; consumer; responses; scientific methods (search for similar items in EconPapers)
JEL-codes: D83 L86 M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:7:y:2016:i:1:p:18-21
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