Marketing research is the function that links the consumer, customer, and public to the marketer through information, which is used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of marketing as a process.
Typically, research begins with a review of secondary data, such as published or syndicated data, or trade literature that discusses similar cases. However, given the dynamic nature of business and customers, it is often the case that the information needed is not found in secondary data. The research then must depend on primary data, which are collected specifically for the new research needs.
In this session, we will focus on a variety of qualitative and quantitative methods.
The two main objectives of this workshop are to:
- Discuss important aspects of understanding consumer and managerial behavior.
- Provide an overview of research methods that are commonly used in collecting consumer insights.
ABOUT THE SPEAKER:
Hong Yuan, PhD
Hong Yuan is a Professor of Marketing and Coordinator of the marketing PhD program at the University of Oregon’s Lundquist College of Business.
Yuan’s expertise includes retailing, pricing, promotion, services marketing, and sustainability. Her research has been featured in journals including the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Journal of Business Research, and Journal of Retailing. She also serves on the editorial review board of the Journal of Academy of Marketing Science, Journal of Retailing, and Psychology & Marketing.
Yuan received her PhD and MA from the University of Michigan. Since joining the Lundquist College, her research has been funded by organizations such as the National Bureau of Economics Research, Marketing Science Institute, and the National Natural Science Foundation of China.
The Women’s Innovation Network is a joint initiative between the University of Oregon and Onward Eugene. Our 2022-23 seminar series is sponsored by Klarquist Sparkman LLP.
A Note About Gender: We intend for the words “women” and “woman” to include anyone who identifies with the word. We recognize that gender is a broad spectrum, and we aim to celebrate everyone on this spectrum. We always welcome allies and accomplices to join us.