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MKTG 340 Marketing Research: Getting Started

This guide includes resources for researching companies and industries and is the course guide for MKTG 340, Marketing Research.

Why use this guide?

This guide includes resources for researching companies and industries and is the course guide for MKTG 340, Marketing Research. The UST libraries offer resources that you can use to find the following:

  • Industry overviews
  • Demographic information about consumers
  • Company information
  • Business articles from trade publications
  • Current business news articles

Marketing Research Defined

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).

What do you need to do?

This guide can help you:
 

Business Librarians

Marianne Hageman (St. Paul)
mdhageman@stthomas.edu
651-962-5404

John Heintz (Mpls. & St. Paul)
jpheintz@stthomas.edu
651-962-4646

Andrea Koeppe (Mpls.)
andrea.koeppe@stthomas.edu
651-962-4647

Research consultations

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.