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STCM 234: Principles of Strategic Communication: Consumers

This guide provide resources for the course, STCM 234: Principles of Strategic Communication.

Consumer Research

Quality demographic and customer information is important in doing secondary research. Organizations need to understand their customers and prospective customers in order to supply them with the right products and services, and to reach them via their preferred media. There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Consumer Profiles