Chapter 9 – Data Gathering
Introduction
Similar to other business areas (or other industries), it is critical to have all the necessary information to plan marketing strategies and approaches. Extensive data collections need to be analyzed to strategically plan for the future and decide on the best marketing initiatives (and where to spend the money).
In this chapter, we distinguish between evaluating data from:
- Internal systems – customer databases, product performances, inventory, and accounting.
- External systems – primary sources (e.g., focus groups, surveys, and competitor data) and secondary sources (e.g., literature reviews).
Marketing research results can be added to marketing information systems (MIS) to inform strategic decisions.
Readings
10.1 Marketing Information Systems from Principles of Marketing – H5P Edition (2022).- 10.2 Steps in the Marketing Research Process from Principles of Marketing – H5P Edition (2022).
- All of Chapter 6 (Marketing Research and Market Intelligence), starting with:
- 6.1 Marketing Research and Big Data from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
Media Attributions
- H5P Image 10: Modified Person in blue shirt writing on white paper (https://unsplash.com/photos/person-in-blue-shirt-writing-on-white-paper-8mikJ83LmSQ) by UX Indonesia [uxindo], via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
- H5P Image 11: People sitting on chair in front of table while holding pens during daytime (https://unsplash.com/photos/people-sitting-on-chair-in-front-of-table-while-holding-pens-during-daytime-KdeqA3aTnBY) by Dylan Gillis, via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Gillis, D. (2018). People sitting on chair in front of table while holding pens during daytime [Image]. Unsplash. https://unsplash.com/photos/people-sitting-on-chair-in-front-of-table-while-holding-pens-during-daytime-KdeqA3aTnBY.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
UX Indonesia. (2020). Person in blue shirt writing on white paper [Image]. Unsplash. https://unsplash.com/photos/person-in-blue-shirt-writing-on-white-paper-8mikJ83LmSQ.
