3

Marketing research begins at home

3.1 Introduction

Many organizations make judgements, prepare plans and reach decisions with little or no contribution from formal marketing research. This chapter indicates ways in which organization of data readily available from sources within the firm can produce information of great practical relevance. The purpose of an internal information system is to produce a continuous stream of data which can:

measure current performance

identify the characteristics of current performance

establish a baseline for change

form a basis for comparison: over time, over ...

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