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 […]