Unit 8 Course Materials

In Unit 8: Marketing Research, we will learn about how organizations learn more about their targeted market segments and how to best position products and services to appeal to those segments. Marketing research means focusing directly on the customer, and improving decision making by basing options on data.

By the end of this unit, you should be able to:

  • Explain the role of marketing information in helping firms understand and reach consumers
  • Describe the key types of marketing information including internal data, competitive intelligence and marketing research
  • Outline a standard process for using marketing research to address an organization’s strategic questions
  • Recognize alternative methods for conducting marketing research, including primary and secondary research methods
  • Identify major sources of available market data
  • Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information
  • Use marketing information to inform the marketing strategy

In order to successfully complete this unit, you’ll need to do the following: 

1. Read this Open Educational Resource (free to access): Module 6: Marketing Information & Research1
Please note: you do not need to complete the activities listed in this resource.

2. Check out this Marketing Research Guide3 on AHERFS Blog. 

3. Watch this video from TBChoice Films on YouTube2 (also embedded below) to better understand what Marketing Segmentation is.

As always, if you need more information, you can ask me a question. For information on due dates, check our Course Schedule.


1CC LICENSED CONTENT, ORIGINAL Why It Matters: Marketing Research. Provided by: Lumen Learning. LicenseCC BY: Attribution

2Makosiewicz, MateuszAHREFS Blog. “Market Research: What It Is and How to Do It” June 3, 2021.

3TVChoiceFilms on Youtube: https://www.youtube.com/watch?v=qLZLx4YxjsY