Research helps marketing managers make informed decisions. This applied course offers an introduction to the varied forms of marketing research that are used in practice by marketers. Themes include: problem definition and research design, questionnaire design, sampling, interviewing, interpretation and reporting. Both quantitative and qualitative tools and techniques are considered and also mixed methods. The uses of research data are reviewed in the context of applied problems, such as segmentation studies, pricing, market entry, and media selection. Assignments and projects give students experience in applying the skills learnt on the course.