Marketing research can be defined as “the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing” (AMA). These different research steps (identify, collect, analyze…) can be conducted using different research methods based on different paradigms and perspectives. If the wide spectrum of methods should help marketers to better study consumer behavior, it also generates critical questions such as How to decide about which method to use? Based on what arguments? And finally, How to use this method?
To answer these questions, this course first introduces the different paradigms and perspectives in marketing research before bringing students some of the most popular qualitative and quantitative research methods in marketing.