Chapter 6 Global Management Information Systems and Marketing Research. Introduction. Understand the importance of information technology and marketing information systems Utilise a framework for information scanning and opportunity identification Understand the formal market research process
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Chapter 6Global Management Information Systems and Marketing Research
The major thing is, “One size fits all” is not true. CRM is designed to support the sales process, and if I develop a system that works in the United States, it might not work in Europe.
—Jim Dickie, Insight Technology Group
Using people or cameras
Clean the data
Tabulate the data using statistical techniques—ANOVA, regression, factor analysis, cluster analysis
Perceptual mapping, Conjoint analysis
Ethnographic in nature
Studies culture from within
Uses culture’s own meanings and values
From the outside
Detached perspective that is used in multi-country studies
Enhances comparability but minimizes precision