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17th Stack
Term | Definition |
---|---|
Data gathering | The process of collecting facts and figures. |
External data | Facts and figures available in locations outside the company. |
Internal data | Facts and figures located inside the company. |
Marketing-information management | A marketing function that involves gathering, accessing, synthesizing, evaluating, and disseminating information. |
Marketing-information management system | An organized way of continuously gathering, sorting, analyzing, evaluating, and distributing marketing information. |
Marketing intelligence | Marketing data that are gathered informally from internal and external sources; may or not relate to any current issue or project. |
Primary data | Facts and figures collected specifically for the problem or project at hand. |
Primary infromation | Marketing information developed from data that are collected for use in one particular situation. |
Qualitative data | Facts and figures based on opinion and personal interpretations. |
Quantitative data | Numerical facts and figures. |
Secondary information | Marketing information developed from data that have already been collected by others. |