Marketing Information Collection
Marketing Information System:
Internal records
marketing intelligence system
marketing research
defining problem and research objectives
developing the research plan
collecting information
analyzing information
presenting findings
marketing decision support system
**Discussion Topic: Assess the impact of the web on the area of data gathering.
Primary research: Data gathering.
Example surveys:
Stanford Web-site Survey
Wharton Matric Survey
**Discussion Topic: After reviewing the Wharton and Stanford surveys, discuss the goals of the surveys, in terms of what each school is trying to learn. Comment on the effectiveness of each survey.
Note: Zoomerang is a great resource for designing online surveys.
Balance between data gathering and the need for privacy.
Junkbusters.com: A great site to explore your privacy rights/issues.
Some useful secondary resource sites on the web:
Business Information
Cyberatlas.com, CommerceNet, American Marketing Association, A Business Researchers Interests, Bloomberg, C/Net, EDGAR, Hoover's, National Trade Data Bank, Public Register's Annual Report Service
Government
Census Bureau, FedWorld, Thomas
International
The Electronic Embassy, I-Trade, The United Nations
Non Profit
Idealist.org, Internet Non Profit Center, Nonprofit Resource Center
Importance of demand analysis, market demand, product demand, expansible markets.
|
