Overview
Marketing research unifies data about your customers with what you know about your market and product research in pursuit of a better understanding of how to serve people's needs. Market research identifies and analyzes problems considering customer interests, problems, values and feedback in tandem with environmental, product, and advertising insights. Market research and information is action-oriented; reports and findings are developed into recommendations to improve your product, delivery or process.
About this course
- The role of marketing information in helping firms understand and reach consumers
- The key types of marketing information including internal data, competitive intelligence and marketing research
- Standard process for using marketing research to address an organization’s strategic questions
- Alternative methods for conducting marketing research, including primary and secondary research methods
- Sources of market data
- How Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
- How marketing information can inform the marketing strategy
Recommended resource
Try a free job simulation created by top companies to build skills relevant to this program.
Data Analytics Job Simulation
Take this free real-world job simulation to: Test drive a career/role and demonstrate skills to an employer.
Instructors
Matthew Rodgers
Instructor, CISA - Leadership and Integrative Studies
Arizona State University
Read bioConnect with our team
Complete a brief form to get program recommendations and answers to your questions.