Purpose

By completing this module you will be able to:

• identify and use sources of marketing information

• identify and distinguish between primary and secondary sources of information

• identify and distinguish between qualitative and quantitative data

• describe the components of a marketing information system (MkIS)

• evaluate the usefulness of external marketing research agencies.

Benefits

The quality of marketing decisions is often based on the quality of the information available. The system which derives and delivers that information is therefore key. This activity provides an opportunity to test the effectiveness of your existing system and provides pointers of how to ensure it is more effective.

Related Solutions

Audience

For those who wish to develop or refine their marketing skills.

Learning method

Four part activity based on a case study and exercises which focus on identifying the sources of marketing and competitor information, and assess the effectiveness of your organisation's current marketing information system.

Time to Complete

Length

pages

Participants

Price

(inc. VAT)