The Basic Marketing Research course introduces students to the tools and techniques organizations use to collect and analyze information that drives decision-making. Using Basic Marketing Research: Customer Insights and Managerial Action, 10th Edition by Tom J. Brown, Tracy A. Suter, and Gilbert A. Churchill, the course emphasizes how to define research problems, design projects, gather data, and translate findings into actionable recommendations.

Students will gain hands-on experience with both qualitative and quantitative research methods, including exploratory, descriptive, and causal designs. Core topics include survey design, sampling, observation, data quality, error analysis, and ethical considerations in research. Learners will also explore the role of decision support systems, secondary data sources, and big data in today’s business environment.

Designed for students pursuing marketing, business, or related fields, the course blends conceptual frameworks with applied skills. By the end, students will understand how to design and conduct research projects, evaluate data, and communicate insights effectively through written and oral presentations. This foundation prepares learners to use customer insights to guide managerial actions and contributes to careers in marketing, market research, business analysis, and consulting.