Introduction to Market Research

Abstract

Market research is information that helps marketers understand customers, competitors, and changes in consumer behaviour to help make more informed decisions. The goal of this resource is to help new and emerging marketing students to understand why market research matters and to understand the components of identifying a marketing research problem, designing a research framework, executing the research, and analyzing the data with the ultimate goal to be able to make data-driven decisions. This resource will cover primary and secondary research tools as well as qualitative and quantitative approaches within a Canadian context. Over the course of nine modules, students will learn basic market research skills that will help them design a market research project.

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