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Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Business intelligence, for example, can collect highly accurate, timely, granular data, but often requires IT support to build and edit custom reports. Organizationally, marketing intelligence can be the name of the department that performs both the market intelligence and competitor analysis roles.
Customer data or consumer data refers to all personal, behavioural, and demographic data that is collected by marketing companies and departments from their customer base. [1] To some extent, data collection from customers intrudes into customer privacy , the exact limits to the type and amount of data collected need to be regulated.
Companies with large databases of customer information risk being "data rich and information poor." As a result, a considerable amount of attention is paid to the analysis of data. For instance, companies often segment their customers based on the analysis of differences in behavior, needs, or attitudes of their customers.
In with Birn(2004), " internal data is a part of the data that is needed to be collect and handled by the marketing information system. Further more, managers regard this as a command to make effective operation.But getting the information that is really needed from a marketing information system depends on what the information is and how it is ...
Data collection or data gathering is the process of gathering and measuring information on targeted variables in an established system, which then enables one to answer relevant questions and evaluate outcomes. Data collection is a research component in all study fields, including physical and social sciences, humanities, [2] and business ...
Accurate data collection is essential to many business processes, [6] [7] [8] to the enforcement of many government regulations, [9] and to maintaining the integrity of scientific research. [10] Data collection systems are an end-product of software development. Identifying and categorizing software or a software sub-system as having aspects of ...
Social media such as social networking sites, blogs, and forums can also be used to collect and analyze information. Understanding the customer and capturing this data allows companies to convert customers' signals into information and knowledge that the firm can use to understand a potential customer's desired relations with a brand. [41]