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