ABSTRACT
Information for the marketing manager 260 Definition of information Management information system 73(MIS) and decision support systems (DSS) General purposes served by information
Stages in marketing research 272 Setting objectives Problem diagnosis Research design Establishing evaluative criteria Data collection
Data analysis and techniques of analysis 294 Editing, coding, tabulating, and interpreting Mathematical! statistical techniques of analysis International aspects The report
This chapter deals with the problem of providing marketing management with the marketing information it requires. And information is required since marketing cannot be conducted without plenty of it. Information is critical to decision-making since the quality of the decision depends vitallyon the validity of the information on which it is based. This chapter describes the role of information in marketing and reviews the procedures and methods of marketing research to understand its techniques and limitations.
