Data and information are the same thing
Data are used to create information
Information is used to create data
Data and information are not related
Primary
Secondary
Irrelevant
Economic
Timeliness
Accessibility
Cost-effectiveness
Relevancy
Timeliness
Accessibility
Cost-effectiveness
Relvancy
Data processing
Information reporting
Data gathering
Marketing research
Commercial Internet databases
Professional marketing research firms
Government planning agencies
Enterprise resource planning systems
Trade journals
Inventory records
Customer complaints
Sales forecasts
Marketing research is a component of marketing-information management
Marketing-information management is a component of marketing research
Marketing research occurs on an ongoing basis and never ends
Marketing research and marketing intelligence are the same thing
Quantitative data
Economic data
Marketing intelligence
Emotional intelligence
Data processing
Information reporting
Data gethering
Marketing research
Data processing
Information reporting
Data gethering
Marketing research
Marketing researcher
Salesperson
Computer operator
Individual business
Collect, process, and store data
Be used by all personnel
Operate only when needed
Discard data after they are analyzed
Does not need to be stored
Is presented in an organized fashion
Provides a narrow perspective of the market
Will probably be used only once
Motivate employees
Discover employee potential
Practice good business ethics
Discover new markets
Current economic information
Marketing intelligence
Next quarter's sales forecast
Personal interviews with customers
Competitor's products
Marketing intelligence
Market opportunities
Promotional strategies
Sales forecasting
A situation analysis
An enterprise research plan
Risk Management
Sales forecast
Situation analysis
Profitability
Competition
Evaluate current promotional strategies
Reduce the risk of product failure
Determine the competitor's market share
Develop a sales forecast for the company
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