Section outline

  • ResearchUnit Objectives

    1. Understand the meaning of Customer Insights and the Value of Data
    2. Distinguish Marketing Research vs. Mktg. Information Systems and Marketing Databases vs. Customer Relationship Mgt. Systems
    3. Identify Sources of Data: Internal/External; Primary/Secondary
    4. Differentiate the Types of Marketing Research and Types of Data
    5. Comprehend the Marketing Research Process and Sampling Methods
    6. Disucss Primary Data Collection Methods
    • Marketing Information System Page
      Students must
      Mark as done

      Here is an example of a marketing information system. Check the definition in the Glossary.

      ...and by the way all the data in the chart are examples of descriptive statistics.
    • Focus Group Research (4:46 Min) URL

      This video explains how Focus Groups work and what are their limitations. The results of this method are qualitative or explorative.

      Recently Online focus groups provide an effective alternative to traditional face to face groups. Instead of one-way mirrors, online platforms allow clients to watch the online discussion from a "virtual back room."

    • Literature research URL

      Link to the Online Tutorial "How to search the Library catalogue".

    • Purchasing Power URL
      Students must
      Mark as done

    • ♦ ♦ ♦ Did You Understand? ♦ ♦ ♦

    • Multiple Choice Questions to Section 4 Quiz
    • In-class Exercise: Developing a Short Questionnaire Assignment
      Opened: Sunday, 9 November 2025, 12:00 AM
    • Essay Question Page
      Students must
      Mark as done
    • Sample Solution Page
      Students must
      Mark as done