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Marketing strategy and decision making relies on accurate, useful information developed through marketing research activities. This course introduces you to the fundamentals of marketing research in order to prepare you to conduct basic research on your own or be a more informed consumer of sophisticated and specialized marketing research services. This course has an applied, skill-building focus, undergirded with thorough understanding of marketing research principles. You will learn the typical research methods used to generate and analyze primary data in marketing research. You will also be exposed to and use standard sources of secondary data. Finally, you will undertake typical data analysis tasks used in marketing research.