CIM Revision Cards 05 06: Marketing Research and Information by marketing Knowledge

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Designed in particular with revision in brain, the CIM Revision playing cards supply concise, but primary info to help scholars in passing the CIM checks as simply as attainable. a transparent, rigorously established format aids the educational technique and guarantees the foremost issues are coated in a succinct and obtainable demeanour. The compact, spiral certain structure allows the playing cards to be carried round simply, the content material as a result consistently being to be had, making them helpful assets irrespective of the place you're. positive factors akin to diagrams and bulleted lists are used all through to make sure the major issues are displayed as essentially and concisely as attainable. every one part starts off with a listing of studying results and ends with tricks and suggestions, thereby making sure the content material is damaged down into potential strategies and will be simply addressed and memorised. * Written in particular for revision reasons consequently merely that includes the major techniques that must be realized * conscientiously designed to permit issues to be simply extracted and memorised with no clouding them in more info * Accompanies the CIM Coursebook and MarketingOnline web site to supply a whole suite of goods to aid the CIM skills

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Findings and recommendations 19. Decision 42 Review the Business Situation Start the process with a review of the current business position. Restating the values and mission of the business, identifying markets served and a unique selling proposition helps to focus the research process on the broader goals of the business. It may help to state the marketing objectives of the business and summarize the current marketing plan, which should provide the underpinning for all activities. n Marketing decisions need to be made in response to a constantly changing business environment and research may be needed to inform these decisions n The review of the business environment is an ongoing process and research requirements may reflect the dynamic nature of this environment n Environmental scanning may be the responsibility of the research department n The business case needs to be established, as resources within the marketing function are always under pressure.

The strategy should specify the information that is required by the organization, outlining where the information is available and what additional data is to be acquired and managed. It should determine the following: n n n n n n n n n n Who and what departments are able to use and update data held on the database? How will the data be kept up to date and who is responsible for this? What data verification rules will be put in place to ensure quality and completeness? What analysis systems will the database support?

The management of fieldwork is often given to specialist field managers or fieldwork agencies. The process is important, as failure to adhere to the correct methodology at this stage may compromise the entire project MARKETING RESEARCH AND INFORMATION 47 THE MARKETING RESEARCH PROCESS 48 Data input, coding and editing – Data gathered from respondents must be recorded and edited to produce a data set that can be analyzed. In qualitative work, this may be transcripts of interviews. In quantitative work, data can be input straight into the computer via: n Computer-aided telephone interviewing (CATI) n Computer-aided personal interviewing (CAPI) n Computer-aided web interviewing (CAWI) Data analysis – Data is analyzed via the computer to produce a range of results.

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