Which marketing-information management function involves transforming information to make it more useful?

The marketing-information management function that focuses on transforming information to make it more useful is known as information processing. This process involves taking raw data collected from various sources and converting it into a more organized and actionable format. This transformation includes analyzing the data, interpreting trends, and summarizing the findings in a way that decision-makers can easily understand and utilize.

In a quick-serve restaurant context, for example, this may involve processing sales data to identify peak hours, popular menu items, or customer preferences. By effectively processing this information, management can make informed decisions to optimize operations, enhance customer experience, and develop targeted marketing strategies.

Information gathering pertains to the collection of data from different sources, while information reporting focuses on presenting this data to stakeholders. Marketing research is a broader function that encompasses both the gathering of information and the subsequent analysis to address specific marketing problems. While all of these functions are important in marketing-information management, the specific act of transforming information to enhance its utility is best captured by information processing.