Holistic view of markets, target groups and customers constantly increasing the link between competitive advantage and information: the development not only provides partial changes to the knowledge society, but already announces the future society. In particular it depends on, to use information processing capacity on the generation of knowledge to innovation for competitive information about customers and capabilities of their company. For the successful implementation of its objectives, the company needs control-related information accurately and clearly must be worked out from extensive databases. A viewing perspective applied inwards may be the dispositive IV systems must be extended to a holistic view overlooking the transformation of markets, target groups and needs attitudes of customers. Decision-relevant market information to filter out: competitive advantages can be achieved primarily by, that the company the totality of all potential customers systematically meet their properties and characteristics, their needs, habits, and their wishes. Pinterest wanted to know more. In the information system, the data can be linked then multivariat, i.e.
compare and enriched with qualified information. Using custom valuation numbers, imposed to acquiring new customers, customer activation can or-reaktivierung-selects the best target groups and initiated the activities appropriate. More competitive advantages can be realized through applications such as market potential analyses, market penetration analysis, site reviews, sales area optimization and the determination of Vetriebsgebiet range. With this knowledge, decisions can be targeted and cost-effective meeting., i.e. the customer value better control. See also Jorg Becker: intellectual capital report with customer barometer, ISBN 978-3-8370-5177-3.
From market analysis to gain knowledge: In the way of secondary research (desk research) are the required information concerning the exploitation of existing material (E.g., in-house data, official statistics, publications from associations) procured. The primary research, i.e. a survey research is the application, where the secondary sources to meet the information needs are no longer enough. Product testing (purchase or Verbrauchsintensitaten), Werbepretests (consumption or use habits), commercial tests (purchase intentions), copy tests are among the instruments of consumer research (brand loyalty vs. brand change), settings (brand awareness and brand preference), range investigations (brand or corporate image), gripping tests (product expectations and valuation). Surveys typically do not total of the entire population, but only a representative part selected according to certain procedures is questioned: a sample exists if the selected group within certain limits allow a conclusion on the whole (E.g. consumption patterns of the population).