Marketing research is “the function which links the consumer, customer and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications” (American Marketing Association, quoted in Baines and Chansarker, Introducing Marketing Research, John Wiley, 2002: 4).
This guide includes resources for researching companies and industries and is the course guide for MKTG 340, Marketing Research.
Use the tabs to navigate through the guide.
Research assistance is available via phone, e-mail, and in-person at both the St. Paul and Minneapolis campus libraries. While walk-in service is often available, we recommend that you schedule an appointment for lengthy consultations or tutorials. Contact a UST business librarian for an appointment.