ABSTRACT
Marketing research and information systems are key approaches in the collection of marketing data. They provide in sights into customer requirements and an awareness of the changing marketing environment, and help to inform better decision-making about all aspects of marketing strategies. This chapter:
• explores the role of marketing research and marketing information systems; • identifies marketing research questions and approaches to marketing
research studies; • discusses the collection of primary and secondary marketing research data; • reviews the issues associated with the collection of secondary data; • explores data collection methods for primary research; and • explains the role and types of marketing information systems.
