What you’ll learn to do: outline a standard process for using marketing information and research to address an organization’s strategic questions

Marketers can glean powerful insights from marketing information, but these insights generally don’t come from nowhere.

Instead, it takes a well-structured research process to identify what you are trying to understand better and then take the appropriate steps, using the right information, to get your questions answered. The next part of this module explains a standard process organizations use to conduct marketing research and generate insights from marketing information of all types.

Learning Activities

The learning activities for this section include the following:

• Reading: The Marketing Research Process
• Self Check: The Marketing Research Process