Marketing Information and Research
• Identify appropriate information and marketing research requirements for marketing decision-making
• Evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions
• Review the processes involved in establishing an effective database
• Explain the nature and scope of the research industry and discuss the importance of working in line with the industry’s code of conduct
• Explain the process for selecting a marketing research supplier in domestic and international markets, developing the criteria to support that selection
• Explain the process for collecting marketing and customer information, utilising appropriate primary and secondary sources
• Appraise the suitability of different qualitative and quantitative research methodologies to serve different research situations
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