10/5/21
Information Technology, Management
Information System & Big Data
pattern
of
exchange
the
market
Conti nous
info
,
done
e
for
flow of
E
systematically
IT: An organization’s processes for creating, storing,
exchanging, using, and managing information.
MIS: A means for gathering, analyzing and reporting
relevant data to provide managers and other decision
makers with a continuous flow of information about
markets, customers, competitors and company
operations.
Big Data: Extremely large data sets that can be
subjected to computational analysis to reveal patterns
and trends.
Copyright © 2017 Pearson Education, Ltd.
6-3
Sources of Information
• Primary and secondary sources
– Primary
• Personal sources
• Seeing, feeling, hearing, smelling, or tasting firsthand
to find out what is going on in a country
– Secondary
→
done first
• Business intelligence
• Management/marketing information systems
Copyright © 2017 Pearson Education, Ltd.
6-4
2
10/5/21
Formal Marketing Research
→
consumer
→
→
future
based
Copyright © 2017 Pearson Education, Ltd.
needs
plans
on
competition
6-5
Formal Marketing Research, (cont.)
Copyright © 2017 Pearson Education, Ltd.
6-6
3