Marketing 101: Primary Data Collection - Research

In this edition of the Marketing 101 series we will take a quick look at Primary Data collection.  So far we have been discussing data that is considered secondary.  Secondary data was collected by someone else.  Whether it was your sales department, or a comScore research report that you purchased, it was created by someone else other than your department.  It did not involve any of your department interacting with existing...

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Marketing 101: Marketing Intelligence: External Data Sources

When conducting Marketing Intelligence you will need to explore External Data sources.  Here is a list of popular paid and free external data sources. ACNielsen Corporation www.nielsen.com/us/ In 100 countries around the world, Nielsen provides clients the most complete understanding of what consumers watch and buy.  Provides television audience data along with supermarket scanner data on sales, market share, retail prices, and household...

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Marketing 101: Developing Marketing Information

Next in our discussion of Marketing Information Systems, we're going to explore Developing Marketing Information.  Marketing Information Systems rely on multiple types of marketing data.  As a Marketing Manager, you need to stay on top of creating and maintaining these data sources that are vital to your ability to make strategic marketing decisions.  You can obtain the data you need from internal databases, marketing intelligence,...

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Marketing 101: Managing Marketing Information: An Overview

Now that we have finished our overview of the Marketing Micro-environment, it's time to begin looking at Managing Marketing Information. Why do we care about marketing information?  Marketing Information allows the Marketing Manager to do their job; it allows them to make real strategic decisions involving a business's brand, it's products, and the messages communicated to it's Publics.  Marketing Information provides a business with...

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