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Mostafa Ewees
Mostafa Ewees
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Managing Marketing Information The PowerPoint slides were developed by Mus Khairy (PhD), Stanford University at California. Educational ,Social Psychologists at German University at Cairo (GUC) unless otherwise noted on specific slides.
Learning Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],4 -
Case Study New Coke ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 -
Marketing Info. System ,[object Object],[object Object],4 - Goal 2: Define the Marketing Information System
Marketing Info. System ,[object Object],[object Object],[object Object],[object Object],[object Object],4 - Goal 2: Define the Marketing Information System
Assessing Marketing Information Needs ,[object Object],[object Object],[object Object],[object Object],4 - Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],[object Object],[object Object],4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],[object Object],[object Object],4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Sources of Competitive Intelligence Goal 2: Define the Marketing Information System
Developing Marketing Information ,[object Object],4 - Internal data Marketing intelligence Marketing research Sources of Info Goal 2: Define the Marketing Information System
Steps in the Marketing Research Process: ,[object Object],[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
Step 1: Defining the problem and research objectives ,[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
What would you do? ,[object Object],4 - Goal 3: Outline the steps in the market research process
Step 2: Developing the Research Plan ,[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
Secondary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
[object Object],[object Object],[object Object],[object Object],Secondary Data 4 - Evaluate the Following When Judging Data Quality Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Marketing Info. System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Strengths and Weaknesses of Contact Methods Relate to: Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Primary Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 - Research Approach Contact Method Sampling Plan Research Instrument Decisions Goal 3: Outline the steps in the market research process
Step 3: Implementing the Research Plan ,[object Object],[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
Step 4: Interpreting and Reporting the Findings ,[object Object],[object Object],4 - Goal 3: Outline the steps in the market research process
Analyzing Marketing Information ,[object Object],[object Object],[object Object],4 - Goal 4: Explain how companies analyze/distribute marketing information
Distributing and Using Marketing Information ,[object Object],[object Object],[object Object],4 - Goal 4: Explain how companies analyze/distribute marketing information
Other Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],4 - Goal 5: Discuss Special Issues Facing Market Researchers

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