Marketing research provides decision makers with information to make good marketing-related decisions. When correctly conducted, good marketing research can provide valuable insights into markets, customers, competitors, and the environment within which the firm must operate. Among other things, marketing research can help identify and evaluate marketing opportunities, both in the United States and in other countries, can provide input for strategic development, and help monitor performance. Over the last decade, web analytics has become more important in providing information to make good marketing decisions.

This course teaches you how to evaluate research as well as how to do it. We will examine all the phases of the research process, emphasizing techniques to develop high-quality marketing research. We will place a strong emphasis on creating, administering, and analyzing surveys, and using the information to help marketing professionals to make decisions under uncertainty.