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Lesson 1.3. Marketing Research Tools and Data-Driven Marketing
Lesson 1.3. Overview
In this lesson, we'll talk about one of the most valuable resources marketers have at their disposal: market research. Market research helps us understand our customers and the markets we serve. Without it, we would make our decisions from intuition alone (and we all know how reliable that would be!). It's essential that marketers understand what market research is, how to analyze data, and how to apply data to marketing decisions and strategy.
Learning Objectives
After completing this lesson, you should be able to do the following things:
- Define market research.
- Identify common ways that marketers use research.
- State the types of data and several common sources of data.
- Explain the process of applying data in order to address business challenges.
Lesson Activities
By the end of this lesson, make sure you have completed the assignments and readings found in the Course Schedule.