This course involves gathering information which is meant to create a link among consumers, producers, and sellers. It seeks to identify opportunities and problems in the market. The information gathered is then used to reorganize business plans and come up with better solutions that will promote the success of the business. This information is also used in strategic meetings which seek to evaluate and redefine the goals of a business.
- understand the importance of marketing information to the management and to the entire business.
- understand different methods of collecting, recording, and analyzing data both qualitative and quantitative
- understand the various types of marketing research techniques such as brand testing, positioning research and demand estimation.